2021 SPIRITS MARKETING FAQ
Entries are $125 each unless otherwise noted
WHAT DO I INCLUDE WITH MY ENTRIES?
A URL or file(s) that contain the work you’d like reviewed, such as videos, websites, designs, or campaign breakdown. Project descriptions are not required for single entries but will be read by judges if uploaded. In the case of a campaign category, enter the campaign’s materials and any explanation or recap that would be provided to a client to communicate the campaign’s performance.
WHEN DO I UPLOAD FILES?
During the entry process, you will be given the opportunity to include a URL if the entry is online. Otherwise, you will be prompted to upload or mail in your entry after checkout. Most formats are accepted. In the rare event the file can’t be opened, you will be contacted. You can revisit your entry to upload and edit files at any time after checkout by logging back into your My Account.
WHERE DO I SEND BOTTLES OR PACKAGING?
Send one sample to:
John Barleycorn Awards
127 Pittsburg St.
Dallas, TX 75207
WHO SEES MY ENTRIES? DO I NEED COPYRIGHTS, CREDITS, ETC?
We recognize the need for confidentiality and will not display or comment on any entries without prior permission from the entrant. During the entry process, entrants will be asked to check a box granting permission to possibly display the entry file on our blog, gallery and/or winner list. Even if permission to display the file is not granted, the winner’s name and client will still appear on our winner’s list unless the winner requests to have their name removed from the list. John Barleycorn assumes that entrants have rights to materials and the authority to enter them, so there is no need to enclose that information with entries.
Entry fees vary by category type. Taste entries are $275 for each category. Marketing entries are $125 for most categories and $175 for campaigns. Journalism entries are $50 each.
HOW DO I ENTER?
1. Register– Upload your company logo, fill in a company description and your social media information. All information entered during registration is the parent or entering company information.
2. Input your title of entry. Fill in the requested company information and choose a category. There is a three-step category process. You will be given a choice of a main heading such as Taste, Marketing, or Journalism, followed by a choice of two sub-categories. For example, choices under Taste would be Whiskey, Vodka, Rum, etc. The third level would be a choice such as an age statement. Marketing and Journalism would also have their own specific selection choices. If all three category levels are not filled, you will not be able to move on to the next page of the entry process.
3. You will proceed to checkout before uploading any entry files. At checkout, you will be given the option to pay by check or credit card. If you click check, you can mail a check or go back into My Account later and pay with a credit card.
4. After checkout you will be asked if you want to upload files for Marketing and Journalism categories.
5. You will automatically be emailed receipts for your payment and entries. Tasting entrants will be emailed the documents to include with their bottle submissions.
HOW CAN I CHANGE MY INFORMATION, OR ADD MORE ENTRIES?
You can revisit your entries on your My Account page at any time to upload additional files or edit project information.
HOW CAN I GET A RECEIPT?
Receipts and paperwork will be automatically emailed after checkout.
WHEN DO I GET MY RESULTS?
All winners will be announced by August 3rd. An email will automatically be sent when results are posted to your My Account.
HOW CAN I GET MORE INFORMATION?
During the entry process, there will be a Chat option at the bottom of the page. There is also additional entry information on our website. You can email us at firstname.lastname@example.org, or call 214-377-3527.
It’s all about recognition. Recognition for you, others in your organization and your product. Winning an award from a noted, third-party evaluator is an important confirmation that the product you are producing is honored by the spirits industry.
John Barleycorn Awards offers many tools for winners to promote their success, including an interactive winner’s list and map that features winning organization and entry information. All Taste winners will receive the John Barleycorn statuette to commemorate their achievement. Marketing and Journalism winners also have the option to purchase the statuette for $220. The 11-inch statuette is designed and manufactured by Society Awards, the most prestigious custom design firm in the awards industry. The John Barleycorn Award is an impressive symbol of achievement that winners are proud to display.
WHO OVERSEES THE JOHN BARLEYCORN AWARDS?
The John Barleycorn Society, an international group of spirits journalists, administers the John Barleycorn Awards. The journalists, many of whom are judges in other spirits competitions, created the awards to highlight their role and perspective in the spirits industry. The elite team of authoritative and influential spirits journalists put together a well-rounded competition that includes categories for all creatives involved in the production, promotion and understanding of the spirits industry.
HOW ARE THE ENTRIES JUDGED?
John Barleycorn Awards has two sets of judges. One group comprises trade writers skilled in the art of evaluating the taste, quality and character of fine spirits. The other group consists of marketing professionals trained in the advertising, promotion and marketing of spirits.
Spirits judging is conducted over a period of days in New York City. Judges are afforded the time to give each entry the effort and consideration it deserves. Entries are blind-tested, judged at random and not compared to other submissions in their category. Judges grade each entry on a 100-point scale based on a series of criteria relating to appearance, aroma, taste, and finish.
Marketing and Journalism are overseen by the Association of Marketing & Communication Professionals at its judging facility in Dallas. Entries are evaluated at random and not compared directly to other entries in their categories. In most instances, there is no need for extensive explanations by the entrant. Work is judged on its own quality, creativity and resourcefulness.
WHY JOHN BARLEYCORN?
Since the first distiller started experimenting with various grains and techniques, many a would-be artisan has searched for the elusive combination that would produce a spirit hailed for its perfect taste and flawless presentation. For half a century, this quest has been illuminated in poems, stories and lyrics penned by the likes of Robert Burns, Jack London and Steve Winwood. Their protagonist, John Barleycorn, is a metaphor for the indignation, suffering, death and rebirth in the cyclical nature of planting, growing, harvesting and distillation. John Barleycorn has been revered for centuries, but he has never seen anything like what is happening now. A new generation of marketing is igniting demand for historic brands, varieties, new flavors, craft cocktails and small distilleries that are popping up throughout the world. John Barleycorn has emerged from the fields and taverns to a worldwide economic catalyst providing millions of jobs and billions of dollars in annual economic activity.