Bling on bottles: Honest representation or optical illusion? Know the difference!

Not all wine and spirits competitions are created equal. For the consumer it is worth knowing what the gold and silver stickers stand for which adorn their favourite tipple. Furthermore, it is imperative for the producer to know what their entry fees are buying.

So says Lorraine Immelman, director of the Concours Mondial de Bruxelles South Africa Selection. The inaugural competition opens for on-line entries on 1 June and closes on 31 July.

Ask yourself the following questions:

• Is the medal label on your bottle supported by a competition of integrity and transparency? Does it have an impeccable and solid record which is acknowledged in the industry?
• Are the judges known to you – or at least, can they be researched? And if they can, are they judges and tasters of stature, credibility and with sufficient experience and knowledge to make a judgement about the quality of a particular style, vintage or varietal?
• Lastly, are the systems and the results of the competition audited by a credible auditing body? And does the auditing company annually publish its report on the competition’s website?
• Are the organisers and the people who are involved, skilled in the running of a professional and sound wine and spirits competition? Do they have the in-depth knowledge and expertise to support their claims?

Lorraine notes that, “if any of these questions have raised your eyebrows or even more questions, then perhaps you should consider:

1. as producer: in which competitions – both locally and globally - are you entering your wine and spirits, and
2. as consumer: which shiny labels convince you to swipe your credit card? Is the bling real or an optical illusion?

Some food for thought perhaps, now that the industry is in the midst of “awards season” and myriad of competitions are vying for your money?

For enquiries, please feel free to contact Lorraine directly on southafricaselection@vinopres.com.