At Bar Convent Brooklyn 2025, Amanda Herbert, Senior Manager at The Tasting Alliance, took the stage to share insights on how brands can turn beverage alcohol competition wins into more than just a line on a press release.

In this session, Amanda revealed how smart brands are transforming their awards from vanity metrics into tangible business drivers—unlocking new opportunities for retail distribution, on-premise placements, and increased consumer demand. Drawing from success stories at the San Francisco World Spirits Competition and other global competitions hosted by The Tasting Alliance, she highlighted how medal recognition can become one of the most powerful tools in a brand’s growth strategy.

Listen to the full session here: https://www.youtube.com/watch?v=HpgzLIsNU14