PANEL SIZE AND GENDER RATIO

In 2017, the SIP Awards enlisted 118 judges to cast their votes - a number that is almost 5X more than all other spirit competitions. Although our panel grows every year, the gender ratio is maintained at around 50/50 to fairly reflect the gender breakdown of the consumers.

OTHER SPIRIT
COMPETITIONS

The judging panels at other spirit competitions are heavily male-dominated and average between 20 to 35 judges.


PROFESSION

The SIP Awards’ strategic exclusion of industry insiders reflects our commitment to eliminate all sources of bias. We present consumers with unlabeled spirits and allow the spirit itself to earn its accolades.

All other spirit competitions rely solely on spirit industry insiders as judges. It’s common to see distributors, advertisers, and even brand representatives in the judging seats.


AGE & ETHNIC DIVERSITY

We ensure age and ethnic diversity on our judging panel so that participating spirit brands can receive feedback that accountst for demographic differences.


MARITAL STATUS & INCOME

The SIP Awards goes the extra mile to gather a robust sample of people to capture a variety of preferences. Additionally, we have spirits at different price points and a judging panel with a wide range of income brackets to match.


LEVEL OF EDUCATION

The average spirit consumer comes from all walks of life. The SIP Awards replicates the diversity of the public on our judging panel.


ACTIVE ON SOCIAL MEDIA

We understand that social media plays a huge role in people’s lives. We cultivate our audience across multiple platforms to give your winning brand the widest reach.


SPIRIT PREFERENCE

Our judges are well-versed in different spirits but some have clear preferences. We take the time to learn what people like (and don’t like) to match them with the appropriate categories and ensure that your results are not skewed by personal preference.


TIME OF DAY FOR SPIRIT CONSUMPTION & DRINKING FREQUENCY

While blind tastings tend to attract spirit enthusiasts, the SIP Awards also includes a healthy sampling of people who only partake in spirits on weekends or special occasions. To maximize reliability, we serve each judge 4-9% of samples twice and weigh each score according to their palate consistency.


PREFERRED
FORM OF SPIRIT

FAVORITE DRINKING ENVIRONMENT

We serve all spirits undiluted and chilled in a Neat™ glass to maximize the qualities of each spirit in our blind tasting. However, our judges have their preferences in how they enjoy their spirits.


PREFERRED MIXERS & ADD-ONS

To cover a true cross section of the spirits industry, the SIP Awards also hosts mixer evaluations. After all, the spirits market has many facets, each of which deserves recognition in its own right.


PRIMARY INFLUENCES ON
SPIRIT PURCHASING DECISION

Getting into the consumers’ heads is the first step to highly effective marketing. Our research showed that while people were most influenced by friends and family, there was a close 4-way split between bartender recommendations, brand recognition, price, and award achievements. This reinforces the value of an award from a diversified spirits competition for meeting today’s marketing needs.