In the dynamic world of wine sales, recognition and distinction can make all the difference. The Sommeliers Choice Awards (SCA) stands as a premier platform for wine importers to elevate their brands and drive sales in the competitive on-premise market.  

Importers can leverage the SCA in a number of ways, based on a proven track record of marketing success and vital industry networking. 

A Substantial Track Record

This is why Lidl trumpeted their branded wines in 2021. “We are thrilled that our wines have performed so highly at the recent Sommeliers Choice Awards,” said Stefan Schwarz, Lidl’s chief product officer. “With the guidance of our master of wine, Lidl works to offer high-quality wines at remarkably low prices. These awards prove that when done right, great taste and great prices can go together.” 

Adam Lapierre MW was then selecting Lidl’s selection. Becoming a Master of Wine, of course, is the highest certification a wine expert can receive, after years of studying, serving and focused tasting to earn the prestigious title. Lapierre tasted and rated Lidl’s wines submitted to SCA. 

As Progressive Grocer put it “Sommeliers Choice Awards has become a top seal of approval in the industry, with wines being reviewed by buyers and experts from the marketplace.” After winning a Gold last year, Bodegas Renacer stated “we achieved a new milestone in the renowned American wine competition, the Sommeliers Choice Awards. . . . The Sommeliers Choice Awards is a prestigious competition that highlights excellence in winemaking, and Bodega Renacer has once again demonstrated its commitment to producing world-class wines.” 

Renacer’s 2020 Punto Final Reserva Malbec captivated the judges with its elegance, complexity, and balance. The wine reveals a deep expression of the emblematic variety - Malbec - with fruity notes, silky tannins, and a long finish that make it a great wine. 

“This award not only recognizes Bodega Renacer's talent but also highlights the quality of Argentine wines on the international stage. Argentina has long been recognized for its production of world-class Malbec, and Bodega Renacer remains a prominent representative of this winemaking tradition.”

Source: Santé magazine

The Michigan Wine Collaborative, too, is encouraging producers towards the SCA. It will “provide on-premise buyers and sommeliers a valuable benchmark for understanding which wines would make a compelling addition to a wine list.” 

“Let’s secure Michigan wine’s place in this competition and on the world stage of wine by entering,” concluded the Collaborative. 

The 2024 Competition

In 2024, the judging panel comprises top sommeliers, wine directors, and on-premise buyers from across the United States, the SCA provides a unique opportunity for wine importers to showcase their wines and gain valuable insights into market preferences. 

How and Why to Leverage the SCA 

Elevate Your Wine's Profile

Winning a Sommeliers Choice Award is more than just an accolade; it's a mark of excellence that resonates throughout the wine industry. For wine producers or merchants from non-U.S. wine destinations, winning at the SCA can be a gateway to gaining recognition and expanding market share within the U.S. marketplace. 

Access a Hard-to-Reach Audience

The judging panel of the SCA comprises industry experts with a deep understanding of the on-premise sector. By entering the SCA, wine importers can gain exposure to a wide array of influential trade professionals, including sommeliers, wine buyers, and wine directors at top restaurants, bars, pubs, and clubs across the U.S. 

Receive Valuable Feedback

The SCA provides detailed score breakdowns, offering insight into how wines perform in terms of quality, value, and packaging. This feedback can be invaluable for wine importers looking to refine their offerings and cater to the preferences of on-premise buyers. 

Gain Global Recognition

Winners of the SCA benefit from unparalleled global reach through the Beverage Trade Network (BTN) network. This exposure can help elevate the profile of award-winning wines and attract attention from key players in the international wine market. 

Promote Your Award-Winning Wines

Winners at the SCA receive comprehensive support from Beverage Trade Network in promoting their medals or awards. From prominent listings on the SCA website to social media marketing support and medal stickers for bottles, award-winning wines are given the recognition they deserve. 

Unlock Sales Opportunities

Winning a medal at the SCA can open doors to new sales opportunities within the lucrative U.S. wine market. Importers can leverage their awards to reach a new audience of on-premise buyers, consultants, and sommeliers, ultimately driving sales and expanding their customer base. 

Long-Term Benefits

A single medal or award from the SCA can have lasting benefits for wine sales. Not only can it increase sales in the short term, but it can also enhance the reach and recognition of other wines in an importer's portfolio, leading to sustained growth and success. 

Submitting Wines

Submitting wines to the SCA is a straightforward process that can yield significant rewards. Boasting judging by leading sommeliers and on-premise wine buyers, wines entered in the competition are guaranteed a fair evaluation based on quality. The names of award winners are then distributed nationwide to trade buyers within the United States, ensuring maximum visibility and exposure for winning wines. 

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In final analysis, the Sommeliers Choice Awards offers wine importers a golden opportunity to elevate their brands, gain recognition, and drive sales in the competitive on-premise market. As the San Francisco Drinks Guide put it, “this competition is not just crucial for sommeliers, it is important for wine lovers like you and me, too! It is important to find a wine that is versatile, affordable, and looks good for the ‘gram!” By leveraging SCA medals, importers can differentiate their wines, attract new customers, and ultimately, achieve greater success in the dynamic world of wine sales.

Header Image: SCA Judging; source: Fox 2