Medals, Ribbons and Scores, Oh My! Picking your next bottle based on another persons opinion! Bourbon & BS - #12

You Are the Important Judge - Bourbon and B.S. (Bold Spirits) – Blog #12

The use of grading systems (scores, medals, ribbons, etc.) to choose spirits. When I first started to pick products, I was reading article and ratings about various products.  Below I list the Cons and Pros of using score, medals, etc. to pick a product is, as I found, they rarely match my preference, and I believe they are biased by the sponsors who fund the rating activities. Read on and let me know what you think?

⚠️ Cons and Ethical Concerns

Pay-to-Play Dynamics: Most competitions charge entry fees, and some are funded by the very brands they award. This raises questions about impartiality and whether medals or high scores reflect merit or marketing budgets.

Inflation of Honors: With dozens of competitions worldwide, it’s possible for nearly every bottle to win something. “Double Gold” or “Platinum” can lose meaning when awards are abundant and criteria vary.

Opaque Scoring: Systems like 90+ point ratings often lack transparency. What distinguishes a 92 from a 95? Without published methodology or judge bios, scores can feel arbitrary.

Limited Sensory Diversity: Panels may favor traditional profiles, unintentionally sidelining innovative or culturally distinct expressions. This can reinforce narrow definitions of “quality.”

Subjective Social Media Reviews: Platforms like YouTube, TikTok, and Instagram are flooded with whiskey reviews—but these are entirely personal takes. There’s no standardization, no blind tasting, and no accountability. What one influencer calls “smooth and complex,” another might dismiss as “overhyped.” These reviews reflect individual preferences, not objective analysis.

🏅 Pros of Medals, Ribbons, and Scoring Systems

Consumer Guidance: Awards offer shorthand for quality, helping consumers navigate crowded shelves. A gold medal or high score can signal craftsmanship, especially for newer or lesser-known brands.

Marketing Power: Recognition boosts visibility. For small distilleries, a medal can open doors to distributors, retailers, and media coverage that might otherwise be out of reach.

Industry Benchmarking: Competitions can foster innovation and improvement. Distillers get feedback from trained judges, which can validate techniques or inspire refinement.

Educational Value: Some judging panels include credentialed experts who assess aroma, flavor, balance, and finish. Their notes can help consumers develop their own tasting vocabulary.

🧭 Final Thought

Awards and reviews can be helpful—but they’re not gospel. The most meaningful “proof” often comes from personal discovery, guided by education, storytelling, and shared experience. Attend my workshop on January 17, 2026 to sharpen your skills and find the perfect product for You!