SIP Awards

What SIP Awards does

SIP Awards operates the only internationally recognized consumer-judging spirits competition, founded in 2009 by Pouya "Paul" Hashemi and headquartered in Irvine, California. The company's core product is the annual International Spirits & Mixer Competition, which uses a proprietary double-blind tasting methodology evaluated by approximately 300 verified consumer judges rather than industry experts. Spirits are evaluated on aroma, taste, and finish with no labels or brand information disclosed during judging, and a proprietary scoring algorithm weights scores according to each judge's palate consistency. Judges are demographically matched to spirit categories to prevent preference bias, and approximately one-sixth of entries receive no medal across six tiers (Best of Class, Platinum, Double Gold, Gold, Silver, Bronze).

The business operates a diversified revenue model spanning brand submission fees (custom-quoted, not publicly listed), consumer tasting kit sales ($35-$105 range), physical medal and trophy e-commerce ($65-$280), and perpetual digital media licensing ($250 per award per product). Sub-brand programs include the Consumer's Choice Award for two-plus consecutive year winners, Innovation Awards, and Bottle/Packaging Design Awards. SIP Awards monetizes its 31,000+ social media following and 50,000+ newsletter subscriber base to recruit entrants and amplify winner marketing. The 2026 competition runs May 22 to June 30, with results announced July 7, alongside a new inaugural SoCal Cocktail & Spirits Fest planned for Q4 2026.

SIP Awards serves a global base of spirit brands from 47+ countries including the USA, UK, Canada, Japan, Ireland, and Australia, with named enterprise customers spanning Beam Global Spirits & Wine, Luxco, Cutwater Spirits, Chicken Cock Distillers, Krome Vodka, and Eau Claire Distillery. The company is privately held as SIP Awards LLC with no disclosed institutional funding or parent company, and the founder also operates spinTouch (an Inc. 5000 company). Strategic partnerships with NEAT Glass (official judging vessel), Modern Distillery Age (industry media), MHW (distribution platform), Precision Pours, and First in Print (POS materials) extend the platform's value proposition across judging methodology, industry reach, and downstream commercialization.

Name

SIP Awards

Legal name

SIP Awards LLC

Website

https://sipawards.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

SIP Awards operates the only internationally recognized consumer-judging spirits competition, founded in 2009 and based in Irvine, California. It runs annual blind tasting competitions evaluated by ~300 verified consumer judges across 47+ countries, monetizing brand submission fees, tasting kits, medals, and licensing.

Ownership category

akta.pro rank

Product category

Spirits Competition Services

NAICS

Drinking Places (Alcoholic Beverages) (7224)

SIC

Beverages (2080)

akta.pro primary industry

Spirits Distillery Tours & Tastings (Whiskey, Rum, Gin, Vodka) (THAJAGAF)

akta.pro secondary industry

Distilleries (Tasting Rooms) (THAFALAG)

Keywords

• Spirits competition judging
• Consumer blind tasting
• Spirits awards program
• Beverage competition services
• Medal certification

Headquarters

HQ city

Irvine

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Supply Chain

Revenue model

1. Brand Submission Fees: Spirit brands pay submission fees to enter the competition. The fee covers judging, feedback, and basic marketing materials for winners. No additional hidden fees are charged according to the FAQ.
2. Tasting Kit Sales: Consumer judges purchase tasting kits to participate in the competition. Kits range from $35 (group experience) to $105 (VIP Deluxe) for individual judges. Includes curated blind tasting samples, palate cleanser, and tasting profile.
3. Marketing Merchandise: Medal winners can purchase physical medals ($65 each), trophies ($280), bottle stickers, shelf talkers, and other POS marketing materials through the website or partner First in Print.
4. Perpetual License: One-time $250 fee per award per product for lifetime digital media license to use medal artwork in perpetuity. Standard license is free for one year following win.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

SIP Awards operates an annual international spirits competition judged entirely by consumers rather than industry experts. Spirit brands submit products for double-blind tasting by 300+ verified consumer judges, receiving medal recognition (Best of Class, Platinum, Double Gold, Gold, Silver, Bronze). Winners can purchase physical medals, trophies, marketing materials, and perpetual digital licensing to promote their awards.

Product overview

SIP Awards operates as the only internationally recognized consumer-judging spirits competition, offering a platform-plus-services model. The core product is the annual International Spirits & Mixer Competition, which uses blind tasting evaluated by verified consumers rather than industry insiders. Supporting the competition are multiple product lines: medal tiers (Best of Class, Platinum, Double Gold, Gold, Silver, Bronze), Consumer Choice Award for multi-year winners, tasting kits (Signature, Deluxe, VIP Deluxe at $50-$105), digital media assets with perpetual licensing options, physical medals and trophies for purchase, and packaging design awards. The company also hosts the upcoming SoCal Cocktail & Spirits Fest (Q4 2026) for medalists to showcase products. Winner marketing resources include downloadable logos, certificates, stickers, and brand guidelines.

Differentiator

Problem solved

Functional benefit

Brands

• Consumer's Choice Award: Exclusive recognition reserved for spirits that have placed in the SIP Awards for two or more consecutive years, demonstrating commitment to quality and consumer palate
• Innovation Award
• Bottle and Packaging Design Awards

Products and services

• International Spirits & Mixer Competition The primary annual blind tasting competition where consumer judges evaluate spirits without industry bias, awarding medals based on aroma, taste, and finish. Spirit brands from 47+ countries submit entries.
• SIP Awards Medals (Best of Class, Platinum, Double Gold, Gold, Silver, Bronze) Tiered medal awards issued to spirits that pass double-blind consumer tasting evaluation on aroma, taste, and finish, with approximately one-sixth of entries receiving no medal.
• Consumer's Choice Award Elite recognition for spirits that have placed in the SIP Awards for two or more consecutive years, demonstrating commitment to quality and consumer palate, with enhanced marketing benefits.
• Innovation Award Recognition for spirits with interesting and unique taste profiles or designs deemed innovative and groundbreaking by consumer judges.
• Bottle and Packaging Design Awards Design competition recognizing successfully crafted bottle and packaging designs that complement spirits and appeal to consumer aesthetics, judged separately from tasting.
• Signature Tasting Kit $50 tasting kit with 12 curated blind tasting samples, palate cleanser, discover your tasting profile, and complimentary award-winning spirit bottle pickup. Sold to consumer judges for in-person participation.
• Deluxe Tasting Kit $90 tasting kit including everything in Signature plus 12 additional curated samples for an extended tasting experience. Sold to consumer judges.
• VIP Deluxe Tasting Kit $80 tasting kit including everything in Deluxe plus priority on category preferences and priority bottle pickup. Sold to consumer judges.
• Group Tasting Experiences $35 per person Group Signature Experience and VIP group experience suitable for date nights, small groups, and tasting parties.
• Digital Media Assets Complimentary high-resolution medal imagery, logos, and artwork available for download by winners for use in online and print promotions.
• Perpetual License Lifetime digital media license allowing winners to use medal artwork in perpetuity for a one-time fee of $250 per award per product. Standard license is free for one year after winning.
• Marketing Resources (Physical Merchandise) Physical medals ($65 each), trophies ($280), bottle stickers, neckers, shelf talkers, and point-of-sale marketing materials available for purchase by winners.
• Physical Medals & Trophies Physical medal and trophy ordering system for winners to decorate bottles and showcase achievements in tasting rooms, distilleries, and social media.
• SoCal Cocktail & Spirits Fest Inaugural tasting event planned for Q4 2026, an exclusive tasting event for SIP Awards medalists to showcase award-winning spirits and mixers to a captive consumer audience with branding and networking opportunities.

Quantifiable outcome

• 38% of consumers make purchasing decisions based on a spirit's competition accolades
• +2 more outcomes

Named customers11 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• NEAT GlasscoreTechnology or IntegrationNEAT Glass is scientifically engineered to elevate a spirit's taste and aroma. Delivering consistent and enhanced tasting experiences since 2003, the NEAT glass is the official vessel of choice for SIP Awards competitions and serves as the judging glass for all blind tastings. Spirits are served undiluted and chilled in NEAT glasses to maximize qualities.
• Modern Distillery AgecoreGTM or Marketing PartnerModern Distillery Age is a weekly e-newsletter for all those involved in the U.S. spirits business — craft, macro, importers, distributors, sales/marketing/PR people, equipment suppliers. They report breaking news in the spirits business and new products, and provide media coverage and promotion for SIP Awards results.
• MHWcoreChannel Partner/ Reseller/ DistributorMHW is the leading service provider in the beverage alcohol industry assisting suppliers with a national platform, coupled with an unmatched suite of back office services to help grow business. They help SIP Award winners navigate distribution and market entry.
• Precision PoursminorGTM or Marketing PartnerSince 1996, Precision Pours has provided bartenders with the most accurate and durable measured pourers. They support SIP Awards as a sponsor, providing equipment for events and tastings.
• First in PrintminorChannel Partner/ Reseller/ DistributorFirst in Print specializes in unique point-of-sale materials including bottle neckers, stickers, shelf talkers, and case cards. They provide SIP Awards winners with marketing materials for promoting their accolades at point of sale.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Wine Spectator: Wine Spectator is an established incumbent beverage ratings and media brand with industry-leading prestige. Although wine-focused, it represents the broad-incumbent reference point for buyers evaluating spirits competitions and brand validation awards.
• Wine Enthusiast (wine and spirits ratings): Wine Enthusiast is a large, established beverage media and ratings company with broad category coverage including spirits reviews. While broader in scope, it competes with SIP Awards for brand marketing investment and offers a comparable product validation use case.

Direct peers

• International Wine & Spirit Competition (IWSC): IWSC is a long-established UK-based competition that evaluates wines and spirits through expert judging panels. It competes with SIP Awards for premium brand submissions and global recognition, and represents the most prestigious legacy alternative in the spirits competition category.
• International Spirits Challenge: International Spirits Challenge is a UK-based annual spirits competition with global brand participation. It targets the same spirit-brand customer base as SIP Awards through tiered medals and is a close comparable in terms of competition structure and revenue model.
• World Whiskies Awards: World Whiskies Awards is an annual, category-specific spirits competition that awards medals to whisky brands globally. It is directly comparable in submission-fee revenue model and category specialization, and represents adjacent competition among spirits awards.
• Tastings.com (Beverage Testing Institute): Tastings.com, operated by the Beverage Testing Institute, runs spirits and beverage evaluations through trained judges. It offers similar brand-submission, medal-issuance services to SIP Awards and targets spirit producers seeking validation.
• San Francisco World Spirits Competition: The San Francisco World Spirits Competition is one of the most established international spirits competitions, judged by industry experts. It is the primary direct competitor to SIP Awards, competing for the same brand submission pool but using a different (expert-led) judging model.
• Ultimate Beverage Challenge: Ultimate Beverage Challenge runs expert-judged spirits evaluations and awards, including the Ultimate Spirits Challenge. It is a directly comparable annual competition serving the same spirits-brand marketing and validation use case as SIP Awards.
• The Spirits Business (awards and events): The Spirits Business operates The Global Spirits Masters competitions and is a major B2B media and awards brand in the spirits industry. It competes for the same brand marketing budgets and recognition halo as SIP Awards, with a broader publishing model.

Emerging players

• Beverage Trade Network: Beverage Trade Network organizes multiple international spirits and wine competitions (e.g., New York International Spirits Competition). It overlaps with SIP Awards in the brand-submission competition format and emerging international trade event space.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/sipawards
• YouTubeyoutube.com/channel/UCQ3qkPeJJ_c5M
• Facebookfacebook.com/SIPAwards
• Instagraminstagram.com/sipawards

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SIP Awards