{"id":8027,"date":"2025-05-15T13:16:36","date_gmt":"2025-05-15T12:16:36","guid":{"rendered":"https:\/\/blackthornsdesign.com\/?p=8027"},"modified":"2025-09-11T16:57:56","modified_gmt":"2025-09-11T15:57:56","slug":"5-steps-to-maximize-beer-competition-impact","status":"publish","type":"post","link":"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/5-etapes-pour-maximiser-impact-des-concours-de-biere\/","title":{"rendered":"5 steps to maximize the impact of beer competitions"},"content":{"rendered":"<div class=\"wp-block-uagb-container uagb-block-1ffb3d0d alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<p>In an increasingly saturated brewing market, many breweries are seeing a loss of medals and visibility in competitions, where they once shone. This issue, raised in a recent episode of the 1000 Hectos podcast hosted by <a href=\"https:\/\/blackthornsdesign.com\/en\/branding-consultancy\/\">Ludovic Mornand<\/a> and Doroth\u00e9e Van Agt, deserves in-depth analysis. How can we explain this loss of \u00abhype\u00bb and, above all, what strategies can we put in place to regain a place of choice in competitions and capitalize on these victories?<\/p>\n\n\n\n<p>This article details the reasons for this phenomenon and suggests a five-step method for regaining your place among the industry's leading breweries, while maximizing the commercial impact of your competition entries.<\/p>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container marin-xl uagb-block-a452ad1a alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-5af27da4 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading\" style=\"text-transform:uppercase\">First and foremost: Understand the causes of the loss of medals and reputation<\/h2>\n\n\n\n<p>Before defining an effective strategy, it's essential to identify the factors that may explain why a once award-winning brewery is now struggling to stand out in competitions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Rapidly changing markets and consumer expectations<\/h3>\n\n\n\n<p>The brewing sector is constantly evolving, with new products and <a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/beer-market-trends-on-premise\/\">trends in rapid succession<\/a>. Once-innovative styles such as certain IPAs are fast becoming classics, while new categories are emerging:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The rise of the <a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/happy-hour\/non-alcoholic-beverage-trends\/\">alcohol-free<\/a> craft<\/li>\n\n\n\n<li>The explosion of NEIPAs and other Hazy IPAs<\/li>\n\n\n\n<li>The development of sour beers and sours<\/li>\n\n\n\n<li>The growing popularity of ephemeral beers and collaborations<\/li>\n<\/ul>\n\n\n\n<p>As the speakers point out: \u00abMarket trends are constantly evolving, and so are tasters\u00bb abilities. Today, having tasted more and more beers, we expect higher standards than we did 10 or 20 years ago.\u00bb<\/p>\n\n\n\n<p>What was worth medals yesterday may seem trivial today, even if the intrinsic quality of the product remains the same.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Competition multiplied by the explosion of microbreweries<\/h3>\n\n\n\n<p>The number of craft breweries has literally exploded in recent years. This proliferation of players has several direct consequences:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>More contestants, diluting the statistical chances of <a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/how-to-judge-beer-in-competition-behind-the-scenes-truth-medals\/\">win medals<\/a><\/li>\n\n\n\n<li>The emergence of ultra-specialized breweries with perfect mastery of certain styles<\/li>\n\n\n\n<li>Increased creativity that constantly redefines innovation standards<\/li>\n<\/ul>\n\n\n\n<p>\u00abWhen you look at the evolution of the number of beers in competitions, it's always increasing,\u00bb explains Doroth\u00e9e Van Agt. \u00abWe end up with more beers to evaluate, and in there, there are those who master the style, those who make quality beers, and those who go for originality.\u00bb<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Juries with constantly evolving evaluation criteria<\/h3>\n\n\n\n<p>Competition juries are also evolving, both in terms of composition and evaluation criteria:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Jurors develop ever finer expertise<\/li>\n\n\n\n<li>Changing tastes and sensory expectations<\/li>\n\n\n\n<li>The ability to surprise becomes a decisive criterion<\/li>\n\n\n\n<li>The balance between tradition and innovation is constantly reassessed<\/li>\n<\/ul>\n\n\n\n<p>The division of beers into categories also raises questions. As Ludovic and Doroth\u00e9e point out: \u00abThere's always this controversy about categories. In other words, at some point, beers have to be put into categories. And sometimes, it's complicated for certain breweries.\u00bb<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Post-competition communication often inadequate<\/h3>\n\n\n\n<p>Winning a medal is only the first step. Exploiting that victory is often overlooked:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Lack of <a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/inside-story\/beverage-branding-agencies-keys-to-forging-iconic-brands\/\">Brand Research<\/a> post-competition<\/li>\n\n\n\n<li>No capitalization on juror feedback<\/li>\n\n\n\n<li>Insufficient communication with distributors and points of sale<\/li>\n\n\n\n<li>Weak emphasis on medals on <a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/inspiration\/committed-branding-and-packaging-trends-for-the-future\/\">packaging and marketing materials<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container margin-xl uagb-block-5dc5fcda alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<div class=\"wp-block-uagb-image uagb-block-25b83398 wp-block-uagb-image--layout-default wp-block-uagb-image--effect-static wp-block-uagb-image--align-none\"><figure class=\"wp-block-uagb-image__figure\"><img decoding=\"async\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/strategie-concours-de-biere.png\" alt=\"beer competition strategy\" class=\"uag-image-8030\" width=\"1232\" height=\"928\" title=\"beer competition strategy\" loading=\"lazy\" role=\"img\" \/><\/figure><\/div>\n<\/div><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-2865f59e alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<h2 class=\"wp-block-heading\" style=\"text-transform:uppercase\">5 strategic steps to win back the hype and maximize the impact of brewing competitions<\/h2>\n\n\n\n<p>On the basis of this analysis, here's a five-step methodology for regaining the upper hand in competitions and turning these entries into growth levers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 1 - Rethink your production with method and innovation<\/h3>\n\n\n\n<p>The quality and originality of your products are the foundation of any strategy for winning back competitions.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Analyze and revisit your beer ranges<\/h4>\n\n\n\n<p>Take the time to evaluate your current range objectively:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Which recipes could benefit from a creative revisit?<\/li>\n\n\n\n<li>Which trendy hops or modern techniques could bring new life?<\/li>\n\n\n\n<li>What collaborations could generate interest and renewal?<\/li>\n<\/ul>\n\n\n\n<p>Consider launching a limited range, or collaborating with a brewery renowned for innovation, to create a positive halo effect for your entire brand.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Rely on the impeccable quality of your products<\/h4>\n\n\n\n<p>Quality remains the fundamental criterion for any serious competition. On this point, Ludovic adds:<\/p>\n\n\n\n<p>\u00abI find it very interesting to tell the story of victory. You can tell it on many different media and in many different ways - on your website, on a blog post, on a podcast episode.<\/p>\n\n\n\n<p>Doroth\u00e9e, for her part, stresses the importance of rigorous quality control:<\/p>\n\n\n\n<p>\u00abDevote special effort to detecting and eliminating defects. Many of the beers entered in competitions have crippling defects that could have been avoided.\u00bb<\/p>\n\n\n\n<p>To do this:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Train your team to detect defects<\/li>\n\n\n\n<li>Implement strict quality control protocols<\/li>\n\n\n\n<li>Ensure the freshness and stability of your products<\/li>\n\n\n\n<li>Regularly test your beers under real tasting conditions<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Explore emerging or under-represented styles<\/h4>\n\n\n\n<p>Rather than directly confronting the most hotly contested categories, consider the development of lesser-represented styles:<\/p>\n\n\n\n<p>\u00abGoing to work in styles where there are fewer people, there's less competition. And if you're sure of what you're doing, it's a win-win situation,\u00bb advises Doroth\u00e9e Van Agt.<\/p>\n\n\n\n<p>Certain styles, such as revisited historic beers, mixed fermentations or certain alcohol-free categories, can offer significant opportunities for differentiation.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 2 - Back in the spotlight at trade fairs<\/h3>\n\n\n\n<p>Trade shows are an essential way of showcasing your innovations and creating a buzz around your brand.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Strategically select high-visibility events<\/h4>\n\n\n\n<p>Not all trade shows are created equal in terms of impact and return on investment:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identify 2 to 3 high-profile national or international trade shows (<a href=\"https:\/\/www.planete-biere.com\/\">Planet Beer<\/a>, <a href=\"https:\/\/parisbeerfestival.fr\/\">Paris Beer Festival<\/a>, etc.)<\/li>\n\n\n\n<li>Also consider specialist trade fairs that correspond precisely to your positioning<\/li>\n\n\n\n<li>Balance business and public events according to your business objectives<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Offer differentiating and memorable events<\/h4>\n\n\n\n<p>To stand out at trade fairs where dozens of breweries rub shoulders :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Organize themed masterclasses<\/li>\n\n\n\n<li>Offer private or guided tastings<\/li>\n\n\n\n<li>Develop original food-beer pairings, a cocktail stand<\/li>\n\n\n\n<li>Consider on-site collaborations with other exhibitors<\/li>\n<\/ul>\n\n\n\n<p>A particularly interesting suggestion from Ludovic: beer-based cocktails. \u00abIt's a superb idea,\u00bb enthuses Doroth\u00e9e Van Agt.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Optimize the visitor experience on your stand<\/h4>\n\n\n\n<p>Your stand experience is as important as the products themselves:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create an immersive stand that tells your story<\/li>\n\n\n\n<li>Develop interactive content that encourages engagement<\/li>\n\n\n\n<li>Set up QR codes to collect live feedback<\/li>\n\n\n\n<li>Focus on scenography and the overall sensory experience<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Step 3 - Target and prepare your contest entries<\/h3>\n\n\n\n<p>A strategic approach to competitions can significantly increase your chances of success.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Identify the right competitions for your products<\/h4>\n\n\n\n<p>Not all competitions are created equal, either in terms of prestige or in terms of relevance to your products:<\/p>\n\n\n\n<p>\u00abYou don't just send any beer to any competition,\u00bb says Doroth\u00e9e Van Agt. \u00abYou're going to look at the reputation of the competition, you're going to look at the quality of the juror.\u00bb<\/p>\n\n\n\n<p>Recognized competitions include :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/francebierechallenge.fr\/\">France Bi\u00e8re Challenge<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.worldbeerawards.com\/\">World Beer Awards<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/brusselsbeerchallenge.com\/fr\/\">Brussels Beer Challenge<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/www.concours-general-agricole.fr\/\">Concours G\u00e9n\u00e9ral Agricole<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/internationalbeerchallenge.com\/internationalbeerchallenge2025\/en\/page\/home\">International Beer Challenge<\/a><\/li>\n<\/ul>\n\n\n\n<p>Also consider regional competitions, which can provide valuable local visibility: \u00abI think it's very good because it allows us to have a more precise and interesting com\u2019 on the territory.\u00bb<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Carefully prepare your samples<\/h4>\n\n\n\n<p>The quality and freshness of the samples are crucial:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Pay particular attention to packaging and freshness<\/li>\n\n\n\n<li>Anticipate the time between dispatch and actual tasting<\/li>\n\n\n\n<li>Make sure that the product you send is representative of your standard production.<\/li>\n\n\n\n<li>Check for defects before shipping<\/li>\n<\/ul>\n\n\n\n<p>\u00abIf it's not clean when it arrives on a competition jury table, it can't be clean on a beer cellar shelf or in a bar,\u00bb Doroth\u00e9e Van Agt wisely reminds us.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Challenge your teams on the selection of beers to present<\/h4>\n\n\n\n<p>The selection of products to be presented deserves careful consideration:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Organize in-house blind tastings<\/li>\n\n\n\n<li>Ask external panels for an objective assessment<\/li>\n\n\n\n<li>Compare your products with market benchmarks in their category<\/li>\n\n\n\n<li>Strategically assess in which categories you have the best chances<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Step 4 - Turn your medals into sales leverage through branding<\/h3>\n\n\n\n<p>A medal is only as good as the use you make of it.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Prepare your graphic assets<\/h4>\n\n\n\n<p>Anticipate your post-contest communication:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create stickers and buttons for your packaging<\/li>\n\n\n\n<li>Prepare visuals for your social networks<\/li>\n\n\n\n<li>Develop behind-the-scenes stories and video content\u00ab<\/li>\n\n\n\n<li>Design specific point-of-sale displays for your distributors<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Tell the story behind your victory<\/h4>\n\n\n\n<p>A medal gains in impact when it is part of a narrative:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Share the journey of innovation that led to this award<\/li>\n\n\n\n<li>Highlight the team behind the beer<\/li>\n\n\n\n<li>Capitalize on positive feedback from jurors<\/li>\n\n\n\n<li>Create an emotional connection with your audience<\/li>\n<\/ul>\n\n\n\n<p>Doroth\u00e9e Van Agt suggests an innovative approach: \u00abTasting feedback is like customer feedback. There's nothing to stop you taking a sentence from the feedback that highlights your product, putting quotation marks around it and writing \u2018France Beer Challenge juror\u2019 underneath.\u00bb<\/p>\n\n\n\n<p>This approach humanizes the competition and creates a link between jurors and consumers.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Activate all your communication channels<\/h4>\n\n\n\n<p>Maximize the impact of your victory by activating all your channels:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Press relations (specialized and local media)<\/li>\n\n\n\n<li>Targeted newsletters (B2B and B2C)<\/li>\n\n\n\n<li>Distributor and point-of-sale communications<\/li>\n\n\n\n<li>Social networks and website<\/li>\n\n\n\n<li>Events and tastings<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Step 5 - Ensuring effective sales follow-up<\/h3>\n\n\n\n<p>Winning is just a starting point, and must be part of an overall business strategy.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Organizing post-victory events<\/h4>\n\n\n\n<p>Extend the impact of your reward with dedicated events:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tasting evenings at your partner wine shops<\/li>\n\n\n\n<li>Meet the brewer\u00ab events to showcase your expertise<\/li>\n\n\n\n<li>Special events in CHR establishments<\/li>\n\n\n\n<li>Brewery tours focusing on your medal-winning beers<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Create special \u00abmedal-winning\u00bb editions\u00bb<\/h4>\n\n\n\n<p>Capitalize commercially on your medals:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Develop boxes or limited editions of your award-winning beers<\/li>\n\n\n\n<li>Create \u00abmedallist\u00bb packs combining your various rewards<\/li>\n\n\n\n<li>Consider vintage or reserve versions of your most popular beers<\/li>\n\n\n\n<li>Offer exclusive formats for CHR and export markets<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Measure the impact on your sales and brand awareness<\/h4>\n\n\n\n<p>To optimize your strategy, measure your impact precisely:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Track sales of medal-winning products<\/li>\n\n\n\n<li>Analyze the performance of contest-related content on your networks<\/li>\n\n\n\n<li>Collect feedback from your distributors and customers<\/li>\n\n\n\n<li>Assess the impact on your overall brand image<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" style=\"text-transform:uppercase\">a global approach to maximize the impact of competitions<\/h2>\n\n\n\n<p>Reclaiming one's place among the breweries that regularly win medals requires a holistic approach that goes far beyond simply improving recipes. From production and communication to a targeted competition strategy, every element contributes to rebuilding an image of excellence and innovation.<\/p>\n\n\n\n<p>One of the most crucial points, however, remains the intrinsic quality of the product. As Ludovic and Doroth\u00e9e insist, many of the beers entered in competitions suffer from defects that could have been avoided by prior critical tasting and a more rigorous quality control process.<\/p>\n\n\n\n<p>Medals are not an end in themselves, but a powerful marketing tool that, when used intelligently, can significantly boost a brewery's visibility and sales. The real victory lies in your ability to turn these recognitions into a lasting commercial advantage.<\/p>\n<\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-uagb-container uagb-block-32db7997 alignfull uagb-is-root-container\"><div class=\"uagb-container-inner-blocks-wrap\">\n<p class=\"has-text-align-center margin-bottom-xl has-large-font-size\" style=\"text-transform:uppercase\"><strong>FAQ : Maximizing the impact of brewing competitions<\/strong><\/p>\n\n\n<div class=\"wp-block-uagb-faq uagb-faq__outer-wrap uagb-block-c50535af uagb-faq-icon-row uagb-faq-layout-accordion uagb-faq-expand-first-true uagb-faq-inactive-other-true uagb-faq__wrap uagb-buttons-layout-wrap uagb-faq-equal-height\" data-faqtoggle=\"true\" role=\"tablist\"><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-5175656c73\" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewbox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewbox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\"><strong>What are the most common beer defects detected in competitions?<\/strong><\/span><\/div><div class=\"uagb-faq-content\"><p>Jurors regularly identify oxidation problems, DMS (dimethyl sulfide), carbonation defects (flat beers) and stability problems. For non-alcoholic beers in particular, the fragility of the product can lead to prohibitive defects that compromise any chance of a medal. Specific defect training and rigorous quality control before dispatch are essential to avoid these pitfalls.<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-436f6d6d65\" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewbox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewbox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\"><strong>How do I choose the competition categories best suited to my beers?<\/strong><\/span><\/div><div class=\"uagb-faq-content\"><p>The choice of category is strategic, and can significantly impact your chances of success. Analyze the styles in which you really excel, study the level of competition in each category, and consider emerging or under-represented styles where you could stand out more easily. Don't hesitate to evaluate your products objectively against the market benchmarks in each category before making your selection.<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-456bfd4a\" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewbox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewbox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\"><strong>How can you make the most of jury feedback, even without a medal?<\/strong><\/span><\/div><div class=\"uagb-faq-content\"><p>Feedback from juries is a mine of valuable information, both positive and negative. Analyze them objectively to identify potential areas for improvement, cross-reference the different feedbacks to detect trends, and use these insights to fine-tune your recipes. Even without a medal, this feedback can guide your product development and help you better understand how your beer is perceived by experts.<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-765200c7\" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewbox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewbox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\"><strong>What are the best ways to highlight a medal on packaging?<\/strong><\/span><\/div><div class=\"uagb-faq-content\"><p>The visual integration of medals must be both visible and elegant. Choose buttons on the main face of the label without overloading the overall design, create a coherent visual system if you have several medals, visually differentiate the levels of medals (gold, silver, bronze), and make sure that the enhancement respects the rules for using competition logos, which are often framed.<\/p><\/div><\/div><div class=\"wp-block-uagb-faq-child uagb-faq-child__outer-wrap uagb-faq-item uagb-block-5175656c6c\" role=\"tab\" tabindex=\"0\"><div class=\"uagb-faq-questions-button uagb-faq-questions\">\t\t\t<span class=\"uagb-icon uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewbox= \"0 0 448 512\"><path d=\"M432 256c0 17.69-14.33 32.01-32 32.01H256v144c0 17.69-14.33 31.99-32 31.99s-32-14.3-32-31.99v-144H48c-17.67 0-32-14.32-32-32.01s14.33-31.99 32-31.99H192v-144c0-17.69 14.33-32.01 32-32.01s32 14.32 32 32.01v144h144C417.7 224 432 238.3 432 256z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t\t\t\t<span class=\"uagb-icon-active uagb-faq-icon-wrap\">\n\t\t\t\t\t\t\t\t<svg xmlns=\"https:\/\/www.w3.org\/2000\/svg\" viewbox= \"0 0 448 512\"><path d=\"M400 288h-352c-17.69 0-32-14.32-32-32.01s14.31-31.99 32-31.99h352c17.69 0 32 14.3 32 31.99S417.7 288 400 288z\"><\/path><\/svg>\n\t\t\t\t\t\t\t<\/span>\n\t\t\t<span class=\"uagb-question\"><strong>What is the optimal length of time to use a medal in your communications?<\/strong><\/span><\/div><div class=\"uagb-faq-content\"><p>The optimal exploitation window for a medal is generally between 12 and 18 months. The intensity of communication should follow a decreasing curve: very sustained in the first few weeks following the announcement, regular for the following 3-6 months, then more punctual until the next competition cycle. That said, for gold medals in particularly prestigious competitions, a mention may remain relevant for longer, especially in your corporate media.<\/p><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<section class=\"wp-block-uagb-section uagb-section__wrap uagb-section__background-undefined uagb-block-c620bee3\"><div class=\"uagb-section__overlay\"><\/div><div class=\"uagb-section__inner-wrap\">\n<p class=\"has-text-align-center cirka caps has-large-font-size\">Did you enjoy this episode of <a class=\"wpil_keyword_link\" href=\"https:\/\/blackthornsdesign.com\/en\/blog\/category\/1000-hectos\/\" title=\"1000 Hectos\" data-wpil-keyword-link=\"linked\" data-wpil-monitor-id=\"63408\">1000 Hectos<\/a> ? Give it a try...<\/p>\n\n\n<ul class=\"wp-block-latest-posts__list is-grid columns-3 has-dates wp-block-latest-posts\"><li><div class=\"wp-block-latest-posts__featured-image\"><a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/5-etapes-pour-maximiser-impact-des-concours-de-biere\/\" aria-label=\"5 steps to maximize the impact of beer competitions\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"859\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/strategie-concours-de-biere-1140x859.png\" class=\"attachment-large size-large wp-post-image\" alt=\"\" style=\"\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/strategie-concours-de-biere-1140x859.png 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/strategie-concours-de-biere-640x482.png 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/strategie-concours-de-biere-150x113.png 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/strategie-concours-de-biere-768x578.png 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/strategie-concours-de-biere-16x12.png 16w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/strategie-concours-de-biere.png 1232w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\"><\/a><\/div><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/5-etapes-pour-maximiser-impact-des-concours-de-biere\/\">5 steps to maximize the impact of beer competitions<\/a><time datetime=\"2025-05-15T13:16:36+01:00\" class=\"wp-block-latest-posts__post-date\">May 15, 2025<\/time><\/li>\n<li><div class=\"wp-block-latest-posts__featured-image\"><a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/comment-juger-une-biere-en-concours-coulisses-verite-medailles\/\" aria-label=\"How to judge a beer at a competition: behind the scenes and the truth about medals\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"641\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode48_2024-1140x641.jpg\" class=\"attachment-large size-large wp-post-image\" alt=\"judging beer competition medals - EP 58 de 1000 Hectos\" style=\"\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode48_2024-1140x641.jpg 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode48_2024-640x360.jpg 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode48_2024-150x84.jpg 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode48_2024-768x432.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode48_2024-1536x864.jpg 1536w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode48_2024-18x10.jpg 18w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode48_2024.jpg 1920w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\"><\/a><\/div><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/comment-juger-une-biere-en-concours-coulisses-verite-medailles\/\">How to judge a beer at a competition: behind the scenes and the truth about medals<\/a><time datetime=\"2025-03-05T18:56:28+01:00\" class=\"wp-block-latest-posts__post-date\">5 March 2025<\/time><\/li>\n<li><div class=\"wp-block-latest-posts__featured-image\"><a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/tendances-du-marche-de-la-biere-en-chr\/\" aria-label=\"Beer market trends in CHR 2024\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"641\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode46_2024-2-1140x641.jpg\" class=\"attachment-large size-large wp-post-image\" alt=\"Beer trends in the on-trade\" style=\"\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode46_2024-2-1140x641.jpg 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode46_2024-2-640x360.jpg 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode46_2024-2-150x84.jpg 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode46_2024-2-768x432.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode46_2024-2-1536x864.jpg 1536w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode46_2024-2-18x10.jpg 18w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode46_2024-2.jpg 1920w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\"><\/a><\/div><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/tendances-du-marche-de-la-biere-en-chr\/\">Beer market trends in CHR 2024<\/a><time datetime=\"2024-11-19T17:13:19+01:00\" class=\"wp-block-latest-posts__post-date\">November 19, 2024<\/time><\/li>\n<li><div class=\"wp-block-latest-posts__featured-image\"><a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/actus-biere-2024-hausse-des-taxes-sans-alcool-et-innovations\/\" aria-label=\"Brewing news: between fiscal challenges, alcohol-free and sustainable innovations\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"641\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_45-1140x641.jpg\" class=\"attachment-large size-large wp-post-image\" alt=\"brewing news 2024\" style=\"\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_45-1140x641.jpg 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_45-640x360.jpg 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_45-150x84.jpg 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_45-768x432.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_45-1536x864.jpg 1536w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_45-18x10.jpg 18w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_45.jpg 1920w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\"><\/a><\/div><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/actus-biere-2024-hausse-des-taxes-sans-alcool-et-innovations\/\">Brewing news: between fiscal challenges, alcohol-free and sustainable innovations<\/a><time datetime=\"2024-10-31T16:41:37+01:00\" class=\"wp-block-latest-posts__post-date\">October 31, 2024<\/time><\/li>\n<li><div class=\"wp-block-latest-posts__featured-image\"><a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/les-secrets-des-mascottes-pour-booster-votre-identite-de-marque\/\" aria-label=\"The secrets of mascots to boost your brand identity\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"641\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_38_WEB-1140x641.jpg\" class=\"attachment-large size-large wp-post-image\" alt=\"\" style=\"\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_38_WEB-1140x641.jpg 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_38_WEB-640x360.jpg 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_38_WEB-150x84.jpg 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_38_WEB-768x432.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_38_WEB-1536x864.jpg 1536w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_38_WEB-18x10.jpg 18w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_38_WEB.jpg 1920w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\"><\/a><\/div><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/les-secrets-des-mascottes-pour-booster-votre-identite-de-marque\/\">The secrets of mascots to boost your brand identity<\/a><time datetime=\"2024-04-08T11:06:57+01:00\" class=\"wp-block-latest-posts__post-date\">8 April 2024<\/time><\/li>\n<li><div class=\"wp-block-latest-posts__featured-image\"><a href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/une-nouvelle-reglementation-europeenne-qui-interroge-sur-les-pesticides-dans-le-houblon\/\" aria-label=\"New European regulations raise questions about pesticides in hops\"><img loading=\"lazy\" decoding=\"async\" width=\"1140\" height=\"641\" src=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_37-2-1140x641.jpg\" class=\"attachment-large size-large wp-post-image\" alt=\"new European regulations raise questions about pesticides in hops\" style=\"\" srcset=\"https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_37-2-1140x641.jpg 1140w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_37-2-640x360.jpg 640w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_37-2-150x84.jpg 150w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_37-2-768x432.jpg 768w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_37-2-1536x864.jpg 1536w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_37-2-18x10.jpg 18w, https:\/\/blackthornsdesign.com\/wp-content\/uploads\/thumbnail_Episode_37-2.jpg 1920w\" sizes=\"auto, (max-width: 1140px) 100vw, 1140px\"><\/a><\/div><a class=\"wp-block-latest-posts__post-title\" href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/une-nouvelle-reglementation-europeenne-qui-interroge-sur-les-pesticides-dans-le-houblon\/\">New European regulations raise questions about pesticides in hops<\/a><time datetime=\"2024-03-26T16:40:58+01:00\" class=\"wp-block-latest-posts__post-date\">March 26, 2024<\/time><\/li>\n<\/ul><\/div><\/section>\n\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>In an increasingly saturated brewing market, many breweries are seeing a loss of medals and visibility in competitions, where they once shone. This issue, raised in a recent episode of the podcast 1000 Hectos <a class=\"read-more\" href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/5-etapes-pour-maximiser-impact-des-concours-de-biere\/\">Find out more<\/a><\/p>","protected":false},"author":1,"featured_media":8030,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[338],"tags":[],"class_list":["post-8027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-1000-hectos"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 \u00e9tapes pour maximiser l&#039;impact des concours de bi\u00e8re<\/title>\n<meta name=\"description\" content=\"Comment les brasseries artisanales peuvent maximiser leur impact en concours de bi\u00e8re pour reconqu\u00e9rir leur notori\u00e9t\u00e9.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/5-steps-to-maximize-beer-competition-impact\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 \u00e9tapes pour maximiser l&#039;impact des concours de bi\u00e8re\" \/>\n<meta property=\"og:description\" content=\"Comment les brasseries artisanales peuvent maximiser leur impact en concours de bi\u00e8re pour reconqu\u00e9rir leur notori\u00e9t\u00e9.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blackthornsdesign.com\/en\/blog\/1000-hectos\/5-steps-to-maximize-beer-competition-impact\/\" \/>\n<meta property=\"og:site_name\" content=\"Blackthorns\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/studioblackthorns\" \/>\n<meta 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