The Spirits Competition
Judged by Consumers
Since 2009, the SIP Awards has asked one simple question: what about the consumer’s opinion? No industry insiders, no biased results. Just honest, blind tastings by the people who buy spirits.
Enter Your BrandBecome a JudgeOur Mission
The SIP Awards were created to fill a void: bringing the people who regularly enjoy spirits together to decide which brands deserve recognition. By strategically choosing consumers from all demographics, the competition puts public opinion at the start of branding and product development, not as an afterthought.
It levels the playing field for established brands and newcomers alike, and delivers one of the most reliable measures of beverage quality available, in the voice of the consumer.
How Judging Works
Every entry is evaluated in a controlled environment, at in-person events or at home, through a systematic double-blind tasting.
Vetted consumers
Judges are screened spirit enthusiasts. Anyone with professional ties to the industry is excluded, and judges are not paid.
Double blind
Spirits are served unlabeled, undiluted and chilled in a Neat glass.
Aroma, taste, finish
Each spirit is scored 1–5 on all three. Some samples are served twice to weigh each judge’s palate consistency.
Fair placement
A proprietary algorithm sets medals based on category size, number of judges and score trends.
SIP Awards at a Glance
- Running since: 2009, with results published every year.
- Founder: Pouya “Paul” Hashemi.
- Based in: Irvine, California.
- Judges: consumers only; 400+ in 2026, with a gender ratio kept at about 50/50.
- Entries: 1,325 from 48 countries across 176 categories in 2026, up from 77 entries in 2009.
- Medals: Best of Class, Platinum, Double Gold, Gold, Silver and Bronze.
- No participation awards: about 1 in 6 brands receives no medal.
- Who can enter: commercially produced spirits, mixers, ready-to-drink and non-alcoholic products from any country.
- Independent: funded by entry fees only, with no holdings in any alcohol business.
Medals That Mean Something
By eliminating industry influence, SIP Awards medals reflect public opinion on the essentials of a quality spirit: aroma, taste and finish.
Consumers’ Choice Award
Our highest recognition, for brands that win SIP Awards medals two or more years in a row. Learn more about Consumers’ Choice Awards
Innovation Award
For spirits with a unique taste profile or design that consumer judges deem groundbreaking.
Design Competition
Bottle and packaging design is judged separately on creativity, originality, theme consistency and overall design.
All awards
Pouya "Paul" Hashemi, Founder
Pouya noticed the consumer’s opinions were not taken into account, and current tastings and evaluations were done by professionals backed by large advertising budgets. He felt bringing in the customer’s view to world spirit competition would be a valuable asset to spirit brands, providing a fair and unbiased environment. Pouya saw that allowing the public and the people who are directly correlated to a brand’s success to judge the spirit competition would communicate to the participating spirit companies their opinions and provide accurate evaluations without any outside influence. With another successful Inc. 5000 company under his belt, spinTouch, Pouya's goal is to help spirit brands grow and acquire the opinions that matter for established and startup brands alike.
Our Judges
Our judges are spirit enthusiasts from all walks of life, selected for age, ethnic and income diversity so brands get feedback that reflects real buyers. Judging panels at other spirit competitions average 20 to 35 judges, mostly industry insiders.
Become a Judge See judge statistics
Frequently Asked Questions
What is the SIP Awards?
An annual international spirits competition where every spirit is judged blind by consumers, not industry professionals.
How long has the SIP Awards been running?
Since 2009. Results have been published every year since then. The competition was founded by Pouya "Paul" Hashemi and is based in Irvine, California.
Who are the judges?
Vetted spirit enthusiasts from all walks of life. No one with professional ties to the spirits industry may judge, and judges are not paid.
How are medals awarded?
Judges score aroma, taste and finish from 1 to 5. A proprietary algorithm sets placements based on category size, number of judges and score trends.
What is the Consumers' Choice Award?
Our highest recognition, for brands that win SIP Awards medals two or more years in a row.
Who can enter?
Commercially produced spirits, mixers, ready-to-drink and non-alcoholic products from any country, including brands without U.S. distribution.
Does SIP Awards take money from liquor companies?
Only entry fees. We have no holdings in alcohol companies, distributors, importers, stores, bars or restaurants.
Let Your Spirit Do the Talking
Earn accolades from unbiased consumers.
Enter Your BrandBecome a JudgeView Results