The Value of Tranche 1
Designed originally for Southern Hemisphere producers, Tranche 1 now benefits all winemakers — especially those entering reds.
Why enter Tranche 1:
● Earlier results
● Earlier promotion
● Earlier conversations with buyers
● A freshness edge for NEW Southern Hemisphere releases
Timeline:
● Judging in April 2026
● Medal results: 15 May 2026
● Trophy results: 22 May 2026
● Awards announced: 8 September 2026
The Value of Tranche 2
Tranche 2 is the main judging window for most producers worldwide — and the final chance to enter the competition. This is also the time we judge all Trophies.
Why enter Tranche 2:
● Ideal for Northern Hemisphere new releases
● Gives producers more time for bottling, analysis and shipment
● Places your wines in the biggest, most competitive judging cohort
Timeline:
● Judging in April 2026
● Medal results: 15 May 2026
● Trophy results: 22 May 2026
● Awards announced: 8 September 2026
Best for:
● Producers aligning with global retail calendars
● Spring bottlings
● Anyone who missed Tranche 1
Both tranches lead to medals, Trophies and Champions — but each serves different producer needs.
Quick reasons to Enter the IWC
1. Feedback for every wine
Every entrant receives judges' notes — no matter the medal outcome.
2. Global recognition
IWC medals are trusted worldwide and supported by global PR.
3. Extensive consumer reach
Our 2023 wine portfolio reached 2 billion consumers (source: Cision).
4. 100% blind tasting
Every wine is judged on a level playing field.
5. Expert judges from around the world
A global perspective — not regional bias — with MWs, MSs, winemakers, critics and buyers.
The Proven Value of an IWC Medal
Today's global wine market is tougher and more crowded than ever. Consumption is slowing in many regions, retailers are delisting, and pricing pressure is real.
Standing out isn't optional — it's essential.
Independent wine-economics research and real-world retail trials consistently show that trusted medals help producers do exactly that.
Pricing Power
A major study published through the American Agricultural Economics Association (AAEA) found that wines winning at least one medal achieve an average 13% price increase at the producer–wholesaler level.
(Paroissien & Visser, 2020 – Wiley / AAEA)
Gold medals deliver the strongest uplift, with the most impact in mid-to-upper tiers.
Sales Lift at the Shelf
IWC's retailer tests show that medal stickers can deliver clear sales uplift — from strong double-digit growth to standout results (including a 700% uplift for one Silver winner).
This mirrors independent consumer experiments:
shoppers use medals as a shortcut to trust at the moment of choice.
Credibility That Cuts Through
Studies from Cambridge University Press and ScienceDirect show medal quality varies dramatically across competitions.
Consumers trust awards that are:
● selective
● consistent
● blind-judged
● transparent
In other words: competitions like the IWC.
High ROI, Low Cost
Compared with trade fairs, advertising, packaging upgrades or discounting, IWC entry fees and medal stickers offer one of the highest-ROI marketing tools in wine.
Even small sales increases can repay the cost many times over.
Benchmarking & Improvement
Wine-business research shows producers use competition feedback to refine quality and calibrate style.
An IWC medal is more than recognition — it's an external benchmark.
What if your wine wins Bronze or Commended?
Not every wine becomes a Gold — but every medal means something.
Most consumers aren't comparing Gold to Silver to Bronze.
They're deciding between your bottle and the one next to it.
A Bronze or Commended medal still delivers real value:
● It boosts visibility on a crowded shelf
● It reassures shoppers who want an easy, trustworthy choice
● It helps justify price points in lower and mid-tier ranges
● It improves digital performance, lifting click-through and add-to-basket rates
● It supports export conversations, acting as independent validation
● It motivates teams and confirms you're on the right track
And here's the part most producers forget:
A Commended or Bronze medal means your wine passed where thousands of entries didn't.
It made the cut. That matters.
A medal at any level gives buyers — and consumers — a reason to stop, look, and choose.
What Sets the IWC Apart
Judging standards: Every wine assessed blind for style, region and vintage accuracy.
Multi-touch tasting: Medal-level wines are tasted by at least eight judges, often more.
Unmatched expertise: 500+ judges from over 53 wine-producing countries, including MWs, MSs, winemakers and senior buyers.
Global amplification: Results appear worldwide across media, and on Wine-Searcher (240M annual searches).
Proven commercial impact: IWC medal stickers increase sales by an average of 24%.
Producer Perspectives
"Winning two IWC trophies is wonderful recognition of the hard work across vineyard and winery."
— Martin Shaw, Tolpuddle Vineyard
"It means a huge amount to me and the team — you need an entire village to make wine at this level."
— Natalie Christensen, IWC White Winemaker of the Year
"Winning IWC awards gave us global recognition. We now export to the US, Australia, the UK, Canada and Singapore."
— Rosie Dunphy, Coal Pit Wines
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