Why enter your spirits in the ADI International Spirits Competition? It all comes down to the judges. The ISC is judged by a diverse group of some of the most prominent experts in the global spirits industry — and many of them have been coming back for years or even decades. Every spirit entered is judged blind by a panel of four judges, and each of them provide written feedback on every single product. That means you get valuable insight from global tastemakers, regardless of whether you win.
Curious to know who’ll be judging in 2025? Over the next few weeks, we’ll be introducing the distillers, marketers, distributors, importers, media, and influencers who’ll be empaneled at this year’s ISC — and why they’re making time on their calendars for this event, in their own words.
Steve Beal, Whiskey Expert, Strategic Consultant, Spirits Ambassador
“Brands get made at the ADI competition. In 25 years of international judging on 5 continents, I can say that this is one of the most important competitions to be a part of.
ADI’s judges are among the most experienced and credible experts in the drinks industry. A solid score and a medal at ADI is a strong selling point. It’s also a validation of the hard work distillers and producers bring to the industry, big and small alike.
Scoring well at a major competition can give everybody a boost and inspire performance from the still house to the back bar or retail shelf. Small investment for a big lift all along the line.”
Toshio Ueno, International Drinks Specialist, Executive Instructor and VP at Sake School of America
“I highly recommend the ADI International Spirits Competition for distillers and brands seeking to elevate their standing in the industry. With a distinguished panel of judges from around the globe and a commitment to the highest standards, this competition not only offers invaluable insights through written feedback but also provides winners with prestigious recognition that enhances market visibility and promotional opportunities. Participating in ADI is a strategic investment in your brand’s reputation and sales potential, setting the stage for lasting success.”
Eric Kozlik, Host of The Modern Bar Cart Podcast, Principle Consultant at Direct Fire Consulting
“Every year I return as judge for the ADI International Spirits Competition, I’m continually impressed by the advances in digital feedback and category structure implemented by the competition director and steward team. This constant iteration and improvement allows me to provide incredibly detailed feedback to distillers who work so hard to produce world-class spirits.”
Millie Milliken, Drinks and Hospitality Journalist
“Having had the honour of judging for the ADI for the last couple of years, I can safely say it is one of the highlights of my career to date. As an international judge, I get to taste products that I’d rarely get a chance to try in my market. Being in a room of judges from around the world gives this competition a diversity of thought and expertise that makes judging a wholly educational experience. And this is one of the biggest benefits for brands who enter – to have their products tasted, dissected and discussed thoughtfully and thoroughly in the context of a vast range of palates.”
Tobias Gorn, Co-Founder and Senior Partner at International Drinks Specialists
“The ADI is a unique challenge and a tough but fair one that I enjoy both judging and recommending to our clients. It is a good accolade and a unique marketing tool for the winners and worth entering especially with the feedback shared with the entrants. It is one of my preferred competitions in the U.S. and a globally recognized one.”
