A retail spirits buyer has a practical decision to make: which products deserve a place on the shelf?

The answer involves the drinking experience, the retail price, and the way the bottle presents itself to the shopper. Buyers need products that fit their customers, give store teams a compelling recommendation and offer consumers a reason to purchase again.

USA Spirits Ratings brings these considerations into its judging process. With a focus on independent, regional and national retailers, it evaluates spirits across quality, value and packaging—the foundation of its positioning as The Spirits Competition for the U.S. Retail Market.

Understanding the retail buying decision

For a distiller, the story may begin with ingredients, production methods and maturation. For a retail buyer, that story also needs to translate into a clear proposition for the customer.

Who is this spirit for? How will the customer drink it? What makes it relevant to the store’s assortment? Does the experience justify the price?

Consider a shopper choosing a whiskey as a gift, a tequila for entertaining, or a gin for cocktails at home. Each purchase involves different expectations. The bottle needs to communicate its purpose, the price needs to make sense, and the liquid needs to deliver.

A producer approaching a retailer should be ready to explain how these elements work together. USA Spirits Ratings gives brands an opportunity to have that combination assessed by experienced trade professionals.

Three criteria with a clear retail purpose

USA Spirits Ratings gives quality the greatest weight while recognising the commercial importance of price and presentation.

Quality — 50%: Spirits undergo blind tasting, with judges assessing aroma, taste, finish, balance and complexity within their style.

Value — 25%: Judges consider the quality of the spirit in relation to its retail price.

Packaging — 25%: Judges assess design, functionality and shelf appeal, including label clarity, bottle design and overall presentation.

Each criterion addresses a question a retail buyer needs to answer.

Quality asks whether the spirit delivers an enjoyable drinking experience. Value asks whether that experience justifies the price. Packaging asks whether the product communicates effectively when a shopper encounters it.

Value matters across price points. An accessible everyday spirit needs to fulfil its promise, while a premium expression needs to give the customer a convincing reason to spend more.

Packaging carries a similar responsibility. A shopper should be able to understand what the product is, recognise its positioning and see why it might suit their needs.

Evaluated by people who buy and sell spirits

The judging panel gives this approach practical relevance.

The announced 2027 judges include Joy Lee, Assistant Buyer, Beer, Wine & Spirits at Grocery Outlet; Dave Osborne, Partner and Buyer at Sacramento Street Liquors LLC, which operates D&M Liquors and London Market; Andrew Heinecke, Wine, Beer and Spirits Manager at Gus’s Community Market; Oliver Kohns, Wine and Spirits Director at Roberts Market; Jessica Moncada, Owner and Buyer at Oakland’s Beverage Shop; and Mat Pond, Founder and CEO of The Epicurean Trader.

The panel also includes Michael Garcia, District Manager at Southern Glazer’s Wine & Spirits, and Yuan Liu, Baijiu Expert and Spirits Buyer at CNS Imports.

These professionals bring perspectives from grocery retail, specialist stores, importing and distribution. Their experience connects the evaluation to the practical work of selecting products, serving customers, and building a relevant assortment.

For entrants, this is an opportunity to put their spirits in front of people whose daily work involves commercial decisions about drinks.

Feedback that can inform your next move

Every spirit entered in the 2027 USA Spirits Ratings receives detailed feedback from trade buyers. Entrants can use these insights to review their products, pricing, packaging, and U.S. market positioning.

The value comes from turning that assessment into action.

A distillery might revisit how it explains a premium price. A brand owner might review whether the bottle communicates its category clearly. An importer might use the feedback to strengthen a presentation for a particular retail channel.

For a producer preparing to enter the United States, this offers an outside perspective before committing further resources to market development. For an established brand, it creates an opportunity to reassess how the product is positioned.

See who judged your spirits

For 2027, entrants will also be able to see who judged their spirits, providing a clearer connection to the professionals behind the evaluation.

Knowing who assessed the product adds context to the feedback. It helps producers understand the commercial experience informing the judging and gives greater visibility into the people behind their results.

A medal with a clear commercial message

For an award-winning brand, the judging framework provides a specific story to tell: the spirit has been evaluated across quality, value and packaging.

That recognition can support conversations with importers, distributors and retail buyers. Winners can use their medals across bottles, websites, social media, trade presentations and distributor outreach.

The strongest approach connects the award to a practical sales proposition: who the customer is, why the product fits the retailer’s range, what it offers at its price and how the supplier will support sales.

A medal becomes more useful when the brand equips its partners to explain what it represents.

An opportunity for brands targeting American retail

USA Spirits Ratings welcomes domestic distilleries, international producers, importers, emerging brands, and private-label suppliers. Its 2027 competition marks the 10th edition.

For brands seeking growth in American retail, the opportunity is clear: put your spirits in front of influential commercial buyers and receive feedback grounded in how products are assessed for the market.

Whether you are introducing a new expression, preparing for U.S. distribution, or strengthening an existing retail presence, the evaluation can help you sharpen your proposition.

Looking to grow your spirits brand in U.S. retail?

Enter the 2027 USA Spirits Ratings to have your products evaluated by commercial buyers from major retail businesses, independent stores, and the wider U.S. trade. Receive practical feedback on quality, value, and packaging, and see who judged your spirits.

Enter by December 22, 2026, to secure Super Early Bird pricing.

Enter your spirits in the 2027 USA Spirits Ratings.

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