A conversation about using medals and top competition awards to
boost brand awareness among consumers and industry buyers.
By Alexandra Russell
As 2026 rolls forward, wine and spirits brands continue to fight for recognition and market share in a time when shifting consumer behavior continues to challenge the status quo. Within these industries, producers are looking for ways to stand apart from the crowded field, and many are turning to outside validation for such a boost — namely, competitions.
One competition known for attracting a wide variety of styles and entrants is the Los Angeles Invitational Wine & Spirits Challenge, which takes place this year on February 18-19. This prestigious annual event, where the Los Angeles Times serves as a media sponsor, features winning producers in promotional campaigns to boost their visibility in the large Southern California market.
In 2025, the 2019 Ledson Winery & Vineyards Sonoma County Merlot took top wine honors at the LA Invitational competition, and Garrison Brothers’ Cowboy 2024 Small Batch Bourbon was named best spirit in the contest. WIN asked representatives from each company about those awards.
What attracted you to the 2025 Los Angeles Invitational Wine & Spirits Challenge?
“We like to enter the Los Angeles Invitational each year because of the expansive market exposure a win garners in a large geographic area like Southern California,” says Steve Noble Ledson, owner and winemaker for Ledson Winery & Vineyards. “This competition stands out because of its rigorous judging standards and its focus on quality over quantity. The invitational nature of the competition, combined with a respected panel of judges, makes recognition there particularly meaningful.”
Rob Cordes, head of marketing for Garrison Brothers Distillery, echoes Wolff: “Garrison Brothers was attracted to the 2025 LA Invitational Wine & Spirits Competition because of the connection to Southern California and the people who influence that market. [We also appreciate] the way the competition supports winners with real promotional muscle — not just a medal graphic you can post once.”
Why are competitions important?
Ledson: [Competitions] offer third-party validation from experienced judges, which is especially meaningful in an increasingly competitive marketplace. Awards help consumers navigate wine lists with greater confidence. Competitions also offer reassurance that a wine has been evaluated blind and recognized on its merits.
Cordes: At their best, competitions provide third-party validation. That matters because buyers and consumers are drowning in options and marketing claims. A well-known medal can be the nudge a consumer or a food and beverage manager needs to try a brand they haven’t had before. It also helps brands benchmark quality and gives the sales folks a simple, credible proof point to use in the market.
Do you enter multiple products in each competition?
Ledson: Yes, since we have a rather large portfolio, we like to send a variety of wines from different appellations hoping they appeal to the judge’s palates.
Multiple medals, especially across different competitions or vintages, reinforce consistency. They help communicate that a wine isn’t a one-off success, but part of a broader philosophy and commitment to excellence. For us, medals support the story of our vineyards, our vine-by-vine sustainable farming practices, our meticulous attention to detail and our no-holds-barred commitment to the highest level of winemaking, which results in wines with the extraordinary intensity and richness that will elevate any occasion.
Cordes: Garrison Brothers always enter more than one expression because our story is a portfolio story. Winning across multiple expressions, from Small Batch to Cowboy reinforces consistency and craftsmanship. It tells people the quality isn’t a fluke — it’s how we roll.
How did you leverage your top award to boost attention, attract new consumers and support distribution?
Ledson: Winning Best Wine for our 2019 Sonoma County Merlot gave us a powerful storytelling moment. We highlighted the award across several channels: dedicated posts on social media; featured placement in an email campaign; placement on the wine’s online product page; placement on the printed wine list and tasting menu. The award became a valuable tool for our sales team in conversations during wine tasting experiences and phone calls.
Cordes: Garrison Brothers put the awards to work across the channels that matter most, including social content on our owned platforms — both the announcement and follow-up storytelling, updated sales tools for distributors and key accounts (so the award shows up in pitches, menu conversations and buyer meetings), and PR outreach where it made sense, especially when tied to a broader product story.
Did you see a boost in sales following the announcement of the winners?
Cordes: It’s hard to draw a straight line from a medal to a sale, especially with limited releases and all the variables in distribution. What we do see is a lift in attention and conversation in that market. Awards help open new doors, boost buyer confidence, and give consumers another reason to try us for the first time.
Do you find competitions a valuable ongoing tool in your promotional toolkit?
Ledson: We see competitions as part of our promotional strategy. The right competitions provide meaningful validation, strengthen credibility and offer moments to re-engage consumers.
Cordes: Competitions are one tool, not the whole strategy. When we pick the right ones, they deliver credible third-party validation, real content for storytelling and solid support for sales. That makes them worth it.
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2026 Los Angeles Invitational Wine & Spirits Challenge
The Los Angeles Invitational Wine & Spirits Challenge was established, in conjunction with LA-based beverage professionals, to highlight the best of the best wine and spirits producers in the world. The mission is to introduce elite producers to the Southern California market of consumers, one of the largest in the country.
Public announcement of awards will be made in print by The Los Angeles Times newspaper, and additional ongoing promotion will be made online, via virtual newsletters and through podcasts and social media outlets. Winners will feel the full marketing muscle of the LA Times, which includes:
- 2.2 million weekly print readers
- 57 million eNewspaper monthly page views
- 47 million monthly visitors across digital platforms
- 14.5 million social followers
Deadline for entry is February 5, 2026 (early bird rates end January 28). Visit www.lainvitational.com for more information.
Alexandra Russell
Alexandra Russell is Managing Editor at Wine Industry Advisor. She can be reached at arussell@wineindustryadvisor.com.
