The most respected wine competition in the world.

Founded in 1984, the International Wine Challenge has been setting the global benchmark for wine quality for more than 40 years.
Each year, wines from over 50 countries are judged by 400+ international experts: Masters of Wine, sommeliers, buyers, importers and producers - through meticulous blind tasting and debate at every stage.

IWC medals are a guarantee of credibility. They tell the trade, the press and consumers that a wine has excelled under the most demanding conditions.
At the IWC, we go beyond awarding medals: we help great wines get noticed, stocked and sold.


Credibility.


Every wine is blind-tasted by multiple independent judges, ensuring only true quality is rewarded.
Our transparent, multi-stage judging process is recognised globally for its fairness.
Each wine receives detailed judge feedback, giving producers valuable technical insight and commercial guidance.


Visibility.

Winning at the IWC doesn’t end with a medal: it’s about putting your wine in front of the right people.

For producers already represented in-market, an IWC medal gives your importers, distributors, and retailers a proven sales tool. Retail buyers use medal results in-store, online, and across promotional campaigns helping your wines stand out and sell faster.

The results speak for themselves:

• Co-op Great Value Winner: +476% uplift in sales
• M&S Gold Medal wines: +117%
• One Silver Medal wine: +700%
  Across the board, medal-stickered wines outsold non-stickered by up to 7 times, and medal-winning wines achieved around 13% higher wholesale prices (Paroissien & Visser, 2018).
  
  

For those seeking a route to market, the IWC Discovery Tasting provides direct access to UK buyers.

Participating medal-winning wines can be selected by verified UK importers, distributors, retailers, and sommeliers via IWC’s secure online sample portal.

Each wine is rebottled into 50 ml aluminium pouches, shipped direct to buyers, and remains in perfect condition for up to ten days.

Buyers can taste your wines, see your medal status, tasting notes and contact information, making follow-up seamless giving your wine hands-on exposure in the UK market without the need for travel or in-person tasting events.

Find out more about the Discovery Tasting here.


Ongoing exposure via our platforms.

All medal winners are featured in IWC’s website, media coverage, and IWC Insight (our trade knowledge hub). This keeps your brand front-of-mind among buyers and influencers long after the awards are announced.

Our reach extends far beyond judging week with IWC Insight, our trade newsletter, which keeps your wines in front of global decision-makers year-round and keeps you informed on the industry’s latest.


Opportunity.

An IWC medal opens doors: to new markets, distributors and listings.

In 2025, Lyme Bay became the first English winery to win both Best English White and Best English Red.

"This accolade is a testament to our team's dedication and to the rise of English still wine. We're proud to craft exceptional wines from the best grapes and vineyards, thanks to our talented team and growers across the South."
— Wolf Sieg-Hogg, Operations Director


Le Grand Domaine (South Africa)
Winning with Cabernet Sauvignon ignited new trade opportunities:

"Our IWC medal didn't just validate our winemaking – it opened doors to sommeliers, merchants, and distributors who had never discovered us before."


Testimonials aside, we also offer the most competitive shipping rates in the industry through our consolidated service, making participation cost-effective for producers worldwide.

Every wine, from boutique producer to global brand, receives equal consideration on its journey from entry to Champion.


Innovation.

As the wine world evolves, so does the IWC.


Our No & Low Alcohol category responds to changing consumer demand, while the new Fine Wine Category, curated by sommeliers including our team from 67 Pall Mall, ensures the most prestigious wines are judged by the world’s top palates.

These categories are implemented in 2026 (Trenche 2) and look out for even more exciting developments.


Our Purpose.

To empower winemakers, producers and brand owners with credibility that builds trust, visibility that drives sales, and opportunity that propels growth helping the world discover and celebrate better wine.