When you buy a wine to drink, do you ever find yourself gravitating towards one that has a little sticker on the label indicating that it has won an award? Lots of people do this – in the same way that they will tend to choose the half-price wines in the supermarket assuming they are getting a bargain, they will identify an ‘award-winning’ wine as better than the alternatives on offer. But there’s often more to that little sticker than meets the eye.
The International Wine Challenge & Decanter
Some awards are quite prestigious, such as those given out annually by the IWC (International Wine Challenge). It’s very desirable for the winemaker to display the IWC sticker on their wine and will greatly enhance their sales, so the wine that wins one of the IWC’s awards such as the ‘Argentinian Red Trophy’ will have faced some pretty tough competition. Decanter’s awards are similarly well-regarded. Wines which are up for consideration are tasted by a panel of wine industry insiders with ‘expert’ palates and allocated accordingly. So, surely it makes sense to choose a wine that has received the seal of approval by expert tasters rather than one that hasn’t?
What would Jancis do?
Well, what are the alternatives? We could make the decision to ask a wine merchant’s advice, or buy online and put our faith in a short description of the wine, or we can look for suggestions from a particular critic like Jancis Robinson or Jamie Goode. There’s absolutely nothing wrong with wanting some guidance when it comes to buying wine, it is a very personal thing. Although what one person liked, no matter how revered they are in the wine industry, won’t necessarily be to every consumer’s taste.
There is some snobbery about wine awards though, many who are dismissive of them are quick to point out that wines that genuinely are ‘the best of the best’ are not entered into competitions because the producers can sell their wines without the endorsement of a sticker on the label. There’s some truth in that certainly, but for the others it is a great way to promote their product to a greater audience and to improve their credibility.
Awards worth winning
If it is just guidance you are after, that little sticker awarded by the IWC or Decanter tells you two things – the wine has been entered into the competition, so the winemaker thinks it is good enough to win. And secondly, the panel of tasters, many of them highly credible Masters of Wine, journalists and household names in the industry, agreed that it deserved their seal of approval. So don’t be afraid to plump for the award winner – it is likely to be a much better buy than the cut-price supermarket wine that appears to be a bargain, but ultimately tends to disappoint.