The VinePair Podcast: Do Medals Move Bottles?
No one scoffs at awards given to alcoholic beverages. Any brand is happy to take on the fanfare, but do these badges actually equate to a jump in consumer demand? With so many competitions of varying prestige existing in every category, it’s hard to say if a gold medal matters as much as it used to.
Sure, competitions like the World Beer Cup may have had a huge impact in the heyday of craft beer, but now even consumers have a voice that some may deem more trustworthy via community-driven rating systems like BeerAdvocate and Untappd. Perhaps medals hold more power as product pitches to potential retailers, while on the consumer side, the hoi polloi is more interested in what their fellow drinkers have to say.
On this episode of the “VinePair Podcast,” Adam, Joanna, and Zach discuss the many competitions and judgings that wine, beer, and spirits producers can enter. Do medals or high scores really shift consumer behavior, or does the fact that there are so many of these scores, points, and medals floating around rob them of their ability to have much impact? Tune in for more.
Zach is drinking: Willamette Valley Chardonnay
Joanna is drinking: Negroni
Adam is drinking: Mint Julep
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