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.
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!
Being acknowledged by the IBC is not only incredibly rewarding for the teams that work tirelessly to make our fantastic Athletic Brewing Non Alcoholic beer, but also helps to hold high and validate the existence, growth and significance of the No and Low categories
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.
The International Challenge is one of the most important events in the global beer industry, as it allows us to showcase our products and compete worldwide for recognition and awards. The awards we granted in past challenges were highly regarded in Brazil and helped us to become one of the most prestigious breweries in our country. We intend to continually participate in next editions, and hope to win lots of awards
Winning trophies in the International Beer Challenge has been great for the business. Clearly, it's always great to get recognition for the hard work that has been put into the recipes, but we also received fantastic feedback for our taste and design entries. We'll definitely be entering again this year.