The IBC aims to reward and promote excellent beers from around the globe, providing the perfect platform for brewers to express their beers to both trade and consumers. With ever-growing interest in the beer sector, we’ve set out over 80 different categories to reflect the diversity in brewing today, as well as offering more traditional beer categories. Over the years we have seen more and more brewers enter their bottled, canned, or mini kegs from around the world, and today we receive a variety of beers from no fewer than 40 countries.
Being a part of the IBC carries with it numerous significant benefits. Not only do we acknowledge the skill of the brewer, but the IBC medal is an internationally recognised symbol of quality, frequently displayed on beer labels. Retailers, restaurateurs, bar owners and wholesalers are justifiably proud of the range of award-winning beers they carry. Drinks lists promote IBC award-winners directly to the consumer, influencing buying decisions, and increasing a brands' profile, prestige, and sales.
PRODUCT DELIVERY BY
The IBC allows Athletic to participate in a competition with the best of the best on an international stage with some of the most talented judges worldwide and if we do well, our mission, our processes and hard teamwork are validated and celebrated in regions well beyond our borders - it is awesome to be honoured by people from around the world, not just in your immediate vicinity. It also helps us grow our brand and even category awareness in areas where we aim to strengthen our community and winning Supreme Champion in 2020 for our Freewave Hazy Non alcoholic IPA really catapulted the entire non-alcoholic space as people were permissioned, by the IBC and the judges, to celebrate a forgotten but incredibly important, complex and growing category.
I was proud to be part of the judging panel for The International Beer Challenge in 2020. A difficult year for everyone including those working within the industry yet the organisation of the competition was exemplary and it was great to judge with colleagues and peers and reward some excellent brewers for their wonderful beers in a year that has been as hard for them as for anyone. And we certainly were able to taste some outstanding beers!
It was a delight to judge this year. There were some excellent beers and a few of the strong wood aged bottles remained in good condition for over a week.