Independent Retailer Entry and Judging Process


These categories are open to independent and smaller-scale retailers, including those that operate independently of a parent company.

We are looking for the best independent off-trade retailers in the UK. Whether you’re great at customer service, offer an excellent product range, run exciting events, create eye-catching displays or are just simply great at everything —we want to hear from you.

It’s free to enter. You can apply for one category that highlights your strengths, or enter multiple categories if different parts of your business stand out. If you enter more than one, you’ll need to fill out a separate form for each.

To enter, complete the online form for your chosen category or categories. Focus on what makes your business unique, and keep your answers clear and to the point. We are interested in learning as much as possible about your business, so try to be as concise as you can and remember, it’s a retail competition, not a writing one! You can finish your entry in one go or save it and return later.

From all entries, three finalists will be chosen for each category. Final judging will include interviews with business owners before industry experts will review everything and select a winner for each category. Winners will be announced at the awards ceremony on Tuesday, February 2nd, 2027. All finalists will be invited as guests.

The deadline to enter is Friday, August 9th, 2025.

Newcomer of the Year

The Newcomer of the Year award is to reward the best start-up business in the UK off-trade. It’s an award that celebrates genuine innovation and entrepreneurial endeavour in drinks retailing – and we want to find the businesses that have brought something fresh and exciting to the industry. Whether you’re a shop or hybrid, dedicated wine store or spirits specialist, beer emporium or great all-rounder, this award is open to you. The only qualification is that you must have a physical retail space and have started trading on or after August 1, 2024.

Newcomer of the Year

We’ll make allowances for the challenges of starting a new business, but the judges will be looking for:

  • A well thought-out approach to financing, location and branding the new business 
  • An interesting and exciting product range 
  • Effective use of marketing, promotions, social media and events to recruit customers 
  • Great customer service and engagement 
  • Businesses that have successfully connected with their local community and brought something new to the market 
  • How challenges have been successfully met during the life of the business so far

Along with providing information about your turnover and growth in sales the past year, you will also be asked the following questions during the entry process. You may wish to prepare your answers offline before you complete the online entry process. There is a 150 word limit for these questions.

  • How did you go about choosing the location, name and branding for your shop?
  • What did you set out to achieve in building your drinks range (eg, in terms of pricing, variety, balance of different product types, target customers, suitability for the local market etc)?
  • Which categories within drinks have you placed particular emphasis on (eg, beer, whisky or wine … or particular countries, styles or regions etc)?
  • What approach have you taken to design, display, merchandising or in-store features to drive sales?
  • How have you used events, marketing and promotions to build business?
  • What changes have you made as you have gone along to fine-tune your offering?
  • Why should you win this award?

Bar and Shop of the Year

We want to find the business that combines elements of off-trade drinks retailing and hospitality in the most exciting and innovative way. It doesn’t matter if you’re a specialist in wine, spirits or beer – or great at doing all three – just so long as you have a great product range, a friendly vibe, great customer service and that the off-trade and on-trade elements complement each other to bring commercial success.

Bar and Shop of the Year

The judges will be looking for evidence of:

  •  Both a strong drinks retailing package and a great drink-in experience for customers 
  •  Investment in the business that has paid off in sales and profitability 
  • Use of marketing, events, promotions and social media to engage with existing and potential new customers 
  • High levels of staff knowledge about the products you sell 
  • Outstanding customer service 
  • Ways the on-trade and off-trade elements work in tandem to enhance the all-round package

Along with providing information about your turnover and growth in sales the past year, you will also be asked the following questions during the entry process. You may wish to prepare your answers offline before you complete the online entry process. There is a 150 word limit for these questions.

  • Why and how have you combined off-trade and on-trade elements of retailing to create a successful business?
  • What changes have you made to your drinks range in the past year?
  • What changes have you made in display, merchandising or in-store features to drive sales in the past year?
  • What areas of the drinks market do you specialise in or champion above others (eg particular categories, styles, countries, production methods, regions, producers etc)?
  • How have you used events, marketing and promotions to boost your beers, wines and spirits business in the past year?
  • How do you ensure your staff are equipped to advise customers on purchasing decisions in beers, wines and spirits?
  • Why should you win this award?

Convenience Drinks Retailer of the Year

We want to find the single convenience store that excels in beers, wines, spirits and other drinks. You might have made craft beer an outstanding feature, created a sector-beating gin fixture, taken c-store wine retailing to a new level, or just be a great all-rounder. You might be a member of a fascia group, a franchisee or fiercely independent, just as long as alcohol retailing is one of the things that makes your business stand out.

Convenience Drinks Retailer of the Year

The judges will be looking for evidence of:

  • Investment in beers, wines and spirits to enhance your overall business success
  • Changes to the BWS offering that have brought positive results
  • Use of marketing, events, promotions and social media to get ahead of the game
  • Staff training to provide great customer advice and outstanding service

Along with providing information about your turnover and growth in sales the past year, you will also be asked the following questions during the entry process. You may wish to prepare your answers offline before you complete the online entry process. There is a 150 word limit for these questions.

  • Why and how have you made beers, wines and spirits an important focus of your businesses as a whole?
  • What changes have you made to your beers, wines and spirits range in the past year to reflect changes in the market?
  • What changes have you made in display, merchandising or in-store features to drive sales of beers, wines and spirits in the past year?
  • How have you used events, marketing and promotions to boost your beers, wines and spirits business in the past year?
  • How do you ensure your staff are equipped to advise customers on purchasing decisions in your beers, wines and spirits section?
  • Why should you win this award?

Beer & Cider Retailer of the Year

We’re looking for the independent beer and cider retailer that excels in product range, specialist knowledge, and customer service and engagement. If you’ve got the knack for sourcing great local products or exotic beers and ciders from far and wide, run great events, or can give geeks and novices great advice in equal measure (or all of these!), then this is the category for you. You might be a dedicated specialist beer and/or cider store, or a drinks retailer with a mixed product range that regards beer and/or cider as a key part of your offer.

Beer & Cider Retailer of the Year

The judges will be looking for evidence of:

  • A product range that makes you stand out from the crowd in beer & cider
  • Use of marketing, events, promotions and social media that cuts through in your local market
  • How staff training, knowledge and passion translates into meaningful customer engagement
  • Use of great merchandising and display to enhance the customer shopping experience
  • How investment in beer & cider in the business had paid off in commercial success

Along with providing information about your turnover and growth in sales the past year, you will also be asked the following questions during the entry process. You may wish to prepare your answers offline before you complete the online entry process. There is a 150 word limit for these questions.

  • How many beer & ciders do you typically stock at any one time?
  • What percentage of your total sales comes from beer & cider?
  • In %, by how much have your cider sales grown in the past year?
  • Why and how have you made beer & cider an important focus for your businesses?
  • What changes have you made to your beer & cider range in the past year to reflect changes in the market?
  • What changes have you made in display, merchandising or in-store features to drive sales of beer & cider in the past year?
  • What areas of the beer & cider market do you specialise in or champion above others (eg particular styles, local products, packaging types, countries etc)?
  • How have you used events, marketing and promotions to boost your beer & cider business in the past year?
  • How do you ensure your staff are equipped to advise customers on purchasing decisions in beer & cider?
  • Why should you win this award?

Drinks Retailer of the Year

For this award we’re looking for the best all-round drinks shop in the UK, with a great product range in wine, spirits and beer … and possibly more. You might be especially brilliant in some of these areas, but whether a customer is looking for cutting edge craft beer, the most boutique-y of boutique spirits, or the best quality wines for their price, your shop will be the place to go. Excellent retail standards, customer service and innovative ways to engage shoppers will all be important to the success of the business.

Drinks Retailer of the Year

The judges will be looking for evidence of:

  • A product range that provides genuine choice in wine, spirits and beer, and that stands out from the crowd
  • Use of marketing, events, promotions and social media that cuts through in your local market
  • How staff training, knowledge and passion translates into meaningful customer engagement
  • Use of great merchandising and display to enhance the customer shopping experience
  • How investment in the business has paid off in commercial success

Along with providing information about your turnover and growth in sales the past year, you will also be asked the following questions during the entry process. You may wish to prepare your answers offline before you complete the online entry process. There is a 150 word limit for these questions.

  • Why is it important for you to be a drinks all-rounder and how do you achieve balance in your offering?
  • What changes have you made to your beers, wines and spirits range in the past year to reflect changes in the market?
  • What changes have you made in display, merchandising or in-store features to drive sales of beers, wines and spirits in the past year?
  • What areas of the drinks market do you specialise in or champion above others (eg product types, regions, countries etc)?
  • How have you used events, marketing and promotions to boost your beers, wines and spirits business in the past year?
  • How do you ensure your staff are equipped to advise customers on purchasing decisions in all parts of your beers, wines and spirits section?
  • Why should you win this award?

Spirits Retailer of the Year

Have you got an unrivalled gin range? A whisky line-up that ticks boxes for both connoisseurs and the curious? Or perhaps a rum range that takes customers on an exciting and exotic journey? Then this is your category. The category is open to shops that excel in range, service and expertise in spirits across the board, or those who specialise in a single segment of the market.

Spirits Retailer of the Year

The judges will be looking for evidence of:

  • A product range in that makes you stand out from the crowd in spirits
  • Use of marketing, events, promotions and social media that cuts through in your local market
  • How staff training, knowledge and passion translates into meaningful customer engagement
  • Use of great merchandising and display to enhance the customer shopping experience
  • How investment in spirits has paid off in commercial success

Along with providing information about your turnover and growth in sales the past year, you will also be asked the following questions during the entry process. You may wish to prepare your answers offline before you complete the online entry process. There is a 150 word limit for these questions.

  • Why and how have you made spirits an important focus of your businesses a whole?
  • What changes have you made to your spirits range in the past year to reflect changes in the market?
  • What changes have you made in display, merchandising or in-store features to drive sales of spirits in the past year?
  • What sub-categories of the spirits market do you specialise in or champion above others?
  • How have you used events, marketing and promotions to boost your spirits business in the past year?
  • How do you ensure your staff are equipped to advise customers on purchasing decisions in spirits?
  • Why should you win this award?

Wine Retailer of the Year

We’re looking for the best wine shop in the UK. That could mean a top-end fine wine emporium, a business that excels in finding gems from little-explored corners of the wine world, or a store where great value examples of classics are allowed to shine. In addition to a great range, the winner should provide excellent customer service, elevate the wine shopping experience beyond the norm and enhance customer expectations and appreciation of wine. You might be a retail-only store or an on/off hybrid. And you could be a store where wine is the main focus of the business or one that excels in wine within a broader product range.

Wine Retailer of the Year

The judges will be looking for:

  • A product range that makes you stand out from the crowd in wine
  • Use of marketing, events, promotions and social media that cuts through in your local market
  • How staff training, knowledge and passion translates into meaningful customer engagement
  • Use of great merchandising and display to enhance the customer shopping experience
  • How investment in wine in the business had paid off in commercial success

Along with providing information about your turnover and growth in sales the past year, you will also be asked the following questions during the entry process. You may wish to prepare your answers offline before you complete the online entry process. There is a 150 word limit for these questions.

  • Why and how have you made wine an important focus of your businesses a whole?
  • What changes have you made to your wine range in the past year?
  • What changes have you made in display, merchandising or in-store features to drive sales of wine in the past year?
  • What areas of the wine market do you specialise in or champion above others (eg particular styles, countries, production methods, regions etc)?
  • How have you used events, marketing and promotions to boost your wine business in the past year?
  • How do you ensure your staff are equipped to advise customers on purchasing decisions in wine?
  • Why should you win this award?

Champagne & Sparkling Wine Retailer of the Year

We’re looking for the best Champagne and sparkling wine shop in the UK. That could mean a top-end Champagne emporium, a business that excels in finding gems from little-explored corners of the sparkling wine world, or a store where great value examples of classics – from crémant to cava - are allowed to shine.

In addition to a great range, the winner should provide excellent customer service, elevate the Champagne and sparkling wine shopping experience beyond the norm and enhance customer expectations and appreciation of Champagne and sparkling wine. You might be a retail-only store or an on/off hybrid. And you could be a store where Champagne and sparkling wine is the main focus of the business, or one that excels in fizz within a broader product range.

Champagne & Sparkling Wine Retailer of the Year

The judges will be looking for:

  • A product range that makes you stand out from the crowd
  • Use of marketing, events, promotions and social media that cuts through in your local market
  • How staff training, knowledge and passion translates into meaningful customer engagement
  • Use of great merchandising and display to enhance the customer shopping experience
  • How investment in wine in the business had paid off in commercial success

Along with providing information about your turnover and growth in sales the past year, you will also be asked the following questions during the entry process. You may wish to prepare your answers offline before you complete the online entry process. There is a 150-word limit for these questions.

  • Why and how have you made Champagne and sparkling wine an important focus of your businesses a whole?
  • What changes have you made to your Champagne and sparkling wine range in the past year to reflect changes in the market?
  • What changes have you made in display, merchandising or in-store features to drive sales of Champagne and sparkling wine in the past year?
  • What areas of the Champagne and sparkling wine market do you specialise in or champion above others (eg particular styles, countries, production methods, regions, producers etc)?
  • How have you used events, marketing and promotions to boost your Champagne and sparkling wine business in the past year?
  • How do you ensure your staff are equipped to advise customers on purchasing Champagne and sparkling wine?
  • Why should you win this award?

Regional Group of the Year

The most ambitious and successful independents often go on to open additional stores in their city or region. With this award, we’re looking for the drinks retailing chains that have successfully translated their offering to new locations, with great ranges and top quality customer experiences.

The winner might have retail-only or hybrid formats, specialise in one or more categories in BWS, or be a genuine all-rounder. The important thing is how the concept has been adapted to suit different locations while retaining an independent personality.

To enter you must have between two and 10 physical stores as of the closing date for the competition.

Regional Group of the Year

The judges will be looking for evidence of:

  • A product range that stands out from the crowd
  • Use of marketing, events, promotions and social media that cuts through in the local market for each store and the business as a whole
  • How staff training, knowledge and passion translates into meaningful customer engagement
  • Use of great merchandising and display to enhance the customer shopping experience
  • A strategic approach to adding new sites and managing existing ones
  • How investment in the developing the chain has paid off in commercial success

Along with providing information about your turnover and growth in sales the past year, you will also be asked the following questions during the entry process. You may wish to prepare your answers offline before you complete the online entry process. There is a 150 word limit for these questions.

  • How have you made beers, wines and spirits an important focus of your businesses a whole?
  • Provide details of the location of stores and how you tailor your range and service to suit different locations.
  • What changes have you made to your beers, wines and spirits range in the past year? What changes have you made in display, merchandising or in-store features to drive sales of drinks in the past year?
  • What areas of the drinks market do you specialise in or champion above others (eg categories, styles, countries, regions, producers, local products etc)?
  • How have you used events, marketing and promotions to boost your beers, wines and spirits business in the past year?
  • How do you ensure your staff are equipped to advise customers on purchasing decisions in all areas of beers, wines and spirits?
  • Why should you win this award?

Specialist Online Drinks Retailer of the Year

We want to find the best online drinks retailer in the UK. You may operate online only or offer ecommerce as part a bricks and mortar operation. You do not have to operate on a large scale, but you must demonstrate profitability, genuine innovation in the online space and make shopping for beers, wines and/or spirits online a secure, easy, reliable and pleasurable experience. The winner could be a specialist in one area of the drinks market, such as wine, spirits, beer or cider) or a brilliant all-rounder that combines some or all of these.

Specialist Online Drinks Retailer of the Year

The judges will be looking for:

•Great web design that makes online drinks shopping attractive, easy and adds value to the experience
• A product range that sets you out from the crowd
• Innovative and successful investment in customer recruitment
• Evidence of high fulfilment standards, including accuracy of orders and punctuality of deliveries
• Evidence of customer satisfaction
• Effective processes to avoid under-age sales

Along with providing information about your turnover and growth in sales in the past year, you will also be asked the following questions during the entry process. In particular, the judges will be looking at things you have done in the past year to improve the business and meet market challenges. You may wish to prepare your answers offline before you complete the online entry process. There is a 150-word limit for each of these questions.

• Describe your product range. What changes have you made in the past year? Please say why you have made these changes, if any. • Are there any areas of beers, wine or spirits that you specialise in or champion above others (eg particular categories, countries of origin, types of producer/production etc)? If so, why?
• Describe your approach to the design of your site and why you think this makes it stand out?
• What delivery options do you offer customers and how do you ensure orders are fulfilled accurately and punctually?
• How do you use special features, social media, other forms of marketing and promotions to attract new customers and make sure existing ones keep coming back?
• How do you monitor customer feedback and use it to improve your service levels? Provide data/examples that demonstrate satisfaction levels.
• What is it about the business that makes you worthy of the title Online Drinks Retailer of the Year?

Luxury Retailer of the Year

We’re looking for the best top-end alcoholic drinks retailer with a bricks-and-mortar presence in the UK. That could mean an amazing Champagne emporium, a business that excels in finding gems from classic wine regions or little-explored corners of the wine world, or a store specialising in hard-to-find spirits … or someone that does a bit of all these and more.

A great range should be a given, but the winner should also provide excellent customer service that elevates the drinks shopping experience beyond the norm. That experience should amplify customer expectations and appreciation of top-quality alcohol, with an emphasis on genuine luxury that can’t be found in mainstream retailers.

Luxury Retailer of the Year

The judges will be looking for:

  • A product range that makes you stand out from the crowd, including exclusives and personalisation.
  • Use of marketing, events, promotions and social media that cuts through in the top-end drinks market. 
  • How staff training, knowledge and passion translates into meaningful and personalised customer engagement.
  • Use of great merchandising and display to enhance the customer shopping experience. 
  • How investment and innovation in alcoholic drinks has paid off in commercial success.

Along with providing information about your turnover and growth in sales in the past year, you will also be asked the following questions during the entry process. In particular, the judges will be looking at things you have done in the past year to improve the business and make it even more luxurious than before. You may wish to prepare your answers offline before you complete the online entry process. There is a 150-word limit for each of these questions.

  • Describe your drink range. What changes have you made in the past year? Please say why you have made these changes, if any.
  • Are there any areas of the drinks market that you specialise in or champion above others (eg particular styles, categories, countries, types of producer/production etc)? If so, why?
  • How do you use displays, merchandising or in-store features to drive drinks sales?
  • How do you use events, social media, other forms of marketing and promotions to attract new customers and make sure existing ones keep coming back?
  • How do you personalise products or service to offer something customers can’t get anywhere else?
  • How do you train and inspire staff to provide great customer service?
  • What is it about the business that makes it worthy of the title Luxury Drinks Retailer of the Year?

Best Social Media Campaign

This award recognises the drinks business that has delivered the most engaging, creative and commercially effective social media campaign. Whether promoting beer, wine, spirits or a combination, we’re looking for a campaign that connects with audiences, builds brand presence and drives measurable results.

The judges will be looking for evidence of:

  • A clear and well-executed social media strategy aligned to business objectives
  • Creative, original and engaging content that resonates with the target audience
  • Effective use of platforms (e.g. Instagram, Facebook, TikTok, LinkedIn) to maximise reach and engagement
  • Strong brand storytelling and consistency of messaging across channels
  • Evidence of audience growth, engagement and/or conversion into sales
  • Innovative use of campaigns, partnerships, influencers or user-generated content
  • Measurement of success, with clear results and return on investment

Along with providing information about your campaign objectives and results, you will also be asked the following questions during the entry process. You may wish to prepare your answers offline before completing the online entry form. There is a 150-word limit for each question.

  • What were the objectives of your social media campaign and how did it support your wider business goals?
  • Which platforms did you use and why were they selected?
  • What type of content did you create and how did it engage your target audience?
  • Did you collaborate with any partners, influencers or brands? If so, how did this enhance the campaign?
  • What results did the campaign achieve (e.g. engagement, reach, follower growth, sales impact)?
  • What made your campaign stand out from others in the market?
  • Why should you win this award?