Meet the Judges: Lewis Mitchell on Raising the Bar for Spirits Excellence
The Asia World Spirits Competition is built on the expertise and integrity of its judges — industry leaders who bring sharp palates, deep category knowledge, and a commitment to fair evaluation. These experts ensure that every medal earned is a true reflection of quality and craftsmanship.
One such judge is Lewis Mitchell, Owner of The ExciseMan Whisky Bar and Partner at Le Vigne Imports. With decades of experience in spirits, Lewis is a passionate advocate for quality-focused producers and believes competitions like this play a vital role in giving them the recognition they deserve.
What sets the Asia World Spirits Competition apart from other international competitions?
Attention to details and strict non-partisan measures over and beyond blind-tasting and the absence of any references whatsoever to brands. Unbiased competitions, such as the Asia World Spirits Competition, give lesser-known and smaller brands a great opportunity to showcase their quality proposition in a highly saturated industry where Marketing spend influences purchases.
What’s your favorite spirit to judge, and why?
Whiskies for sure, but brandies are very interesting as some of the lesser aged products often outperform more aged brandies tasted.
What do you love most about being a judge?
The need to be focused and the discipline to judge a product for what they are rather than what one’s personal taste is.
What makes a product stand out to you as a judge?
Good, tasty flavours with a degree of complexity. Above all, the balance of flavours where one does not dominate or overpower the other nuances is paramount. For each category or class of product either by age or classification, put your best foot forward as there are many good products submitted.
Lewis Mitchell’s approach to judging reflects the core values of the Asia World Spirits Competition — meticulous attention to detail, impartial evaluation, and a deep respect for producers who lead with quality over marketing muscle. His belief in the potential for lesser-known brands and underappreciated categories, like brandy, highlights how competitions like this can open doors and broaden horizons for both producers and consumers. By championing balance, complexity, and authenticity, Lewis helps ensure that every medal awarded truly represents the best the industry has to offer.
