Lotte Peplow, the Brewers Association’s American Craft Beer Ambassador for Europe, offers tips and advice for brewers entering beer competitions.
Winners celebrate at the World Beer Cup. Photographs: Brewers Association
Another edition of the World Beer Cup wound up recently in Indianapolis, with 8,374 entries from 1,761 breweries and cideries across 49 countries, who vied for a coveted medal on the global stage.
It’s the largest, most prestigious, and therefore most competitive beer competition in the world. So how can brewers stand out in such a crowded field?
Brewing an exceptional beer is only part of the equation. To maximise their chances of winning, brewers should observe and apply several key strategies. Here’s a guide…
• It may sound obvious but a beer should be entered into the correct category according to the style guidelines specific to that competition. Judges often come across a superb beer, only for it to be disqualified because it is not in the right category. For example, a wood- or barrel-aged stout entered into the American-style stout category will be disqualified immediately. Don’t waste your entry fee in this way — always double-check your category selection.
• This is also obvious, but can be overlooked. It is absolutely essential that brewers read the style guidelines relevant to the competition and enter their beers accordingly. Even if your beer is a best seller in your taproom or domestic market, it is unlikely to win unless it strictly conforms to the style descriptions and specifications as set out in the relevant guidelines. Bear in mind that different competitions may use different style guidelines, so ensure you are referencing the correct set. You should also check you are eligible for a competition — some may have restrictions on brewery size, ownership, or production volume.
• Be strategic. You’ll have a greater chance of winning a medal by entering less crowded categories. At the most recent World Beer Cup, the juicy/hazy IPA category attracted 290 entries, with West Coast-style IPA garnering 253 entries and American-style IPA receiving 208 entries. These are highly competitive categories. Winning a large category will gain you more bragging rights than a smaller category, but a medal is still a medal, regardless of field size. Choosing your category wisely can make all the difference.
Judging at the World Beer Cup
• Taste your beer before sending off to the competition. Does it taste as it should? Did anything happen during packaging that would disadvantage your beer? Is it as fresh as possible?
• As the brewer, write your own entry submission. You know your beer better than anyone else at the brewery. If tasting notes are required, write them yourself. For example, in experimental or herb/spice categories, the judges need to know the base beer style and any additional flavours to help them in the judging process. Judges need clear, factual information, devoid of flair or colourful language. Failing to provide this information will put your beer at a disadvantage.
• Check deadlines for sample entries, and how many are required. Always ship in the fastest way possible, even if it is more expensive, to minimise the time your beer spends in ambient temperatures. If free shipping is provided by the competition organiser make use of it!
• Congratulations if you win! Now tell the world and turn success to your advantage. If you fail, take note of the judges’ feedback and hone your recipe or technique until it is perfect, then re-enter the next year.
• Finally, remember: you’ve got to be in it to win it!
Award-winning American craft beers, such as Sierra Nevada’s Pale Ale, Trail Pass Hazy IPA, and Weizenbock, all won gold at the latest World Beer Cup and are widely available in the UK and internationally. Gaining recognition on the world stage is an important point of difference for American craft beers, and helps them stand out in an increasingly competitive market.
Registration for the World Beer Cup 2026 opens in November. Winners will be announced at the Craft Brewers Conference, on 23rd April, 2026, in Philadelphia, Pennsylvania.
The Brewers Association
In the UK, American craft beer is available from selected national wholesalers for the trade and online retailers such as Athletic Brewing, Sierra Nevada shop, Brew Export, Beers of America, Cave Direct, and Beer Merchants, selected bottle shops, off-licences, online subscription services, and supermarkets, and man pubs and bars.
The Brewers Association publishes a wealth of resources to understand and enjoy craft beer, downloadable free of charge from brewersassociation.org.
About the author
Lotte Peplow is the American Craft Beer Ambassador for Europe for the Brewers Association and is based in London. She is a certified cicerone, BDI-accredited beer sommelier, beer writer, author, beer communicator, international beer judge, homebrewer, and beer lover.
