25th SF World Spirits Competition Showcases Top Whiskey Trends

Forbes

06-05-2025

Sweepstakes Round Judging at the San Francisco World Spirits Competition. Photo, courtesy The Tasting Alliance
The San Francisco World Spirits Competition has completed its 25th year. The Competition is the largest in North America and the world's most extensive judging of American whiskeys. Recently, we sat down with Amanda Blue, President of the Tasting Alliance, the organization that sponsors the SFWSC, Maddee McDowell, its Executive Vice President, and Steve Beal, Chair of Judges, for their thoughts on the state of the spirit industry and the results of the 2025 competition.
According to Amanda Blue, the headwinds currently sweeping the wine and spirits industry also reverberate in the competition space. She noted:
'We fully expected that we would see fewer entries this year. With the uncertainty surrounding potential tariffs, it doesn't make much sense for a foreign brand to enter an American competition when you are unclear whether you can ship products at a competitive price. We planned on a reduction of 20% in the number of entries for budgeting purposes, and we were gratified that we could do better than what we forecasted with more than 5,000 entries.'
She went on to add:
'Not surprisingly, the most noticeable decline was among foreign brands. On the other hand, we had submissions from over 70 countries this year: more countries than ever. Perhaps more importantly, we had virtually the same number of entries, over 500, in the bourbon categories.'
'The SFWSC is the most extensive judging of American whiskey in the world, and we were very pleased that, notwithstanding all of the turmoil in the industry, we had an excellent showing of American whiskey expressions. Over 1,600 whiskey expressions were judged, two-thirds American, underscoring our position as the world's most important American whiskey competition!'
Judging the Final "Sweeps Round" at the 2025 SFWSC Photo, courtesy The Tasting Alliance
Speaking of whiskey, Steve Beal noted'
'The quality of American whiskeys in general, and bourbon in particular, keeps improving. Part of that continuing quality improvement is the growing maturity of the craft sector, but part of it is the culture of experimentation that now dominates the industry. This culture is no longer limited to just the craft sector. Even the legacy whiskey producers are now committed to expanding the aroma and taste boundaries of what they produce, whether with innovative grains and mash bills, different distillation techniques, or new maturation and cask finishing strategies.'
One of the functions of the SFWSC is that it often highlights emerging trends. According to Blue, one of the most significant whiskey trends is the steady expansion of whiskey categories. American single malts and American blended whiskeys are now substantial categories. Ten years ago, noted Blue, 'these categories simply didn't exist'.
Beal also pointed out that proofs keep getting higher as distillers look to capture and present more flavorful whiskeys. 'Even the big distillers noted Beal are 'increasingly bottling cask strength and overproof expressions.' 'Sometimes it seems that the standard 80 proof is increasingly the exception rather than the rule'.
Maddee McDowell pointed out that the competition saw noticeable increases in the number of entries for Asian Spirits, principally Baijiu, Shochu, and Soju, as well as Non-Alcoholic Spirits, Special Barrel Finished Bourbons, Mezcals, and International Single Malt Whiskey.
Blue also pointed out that the gin category showed considerable activity. She noted that:
'The gin market is increasingly regional rather than international. That's true for all white spirits. Given their comparatively lower cost, most domestic gin and vodka producers have difficulty being competitive in foreign markets. Many of our top-rated gins and vodkas are unavailable overseas and rarely, if ever, get judged in international competitions. That makes the SFWSC gin and vodka judging one of the most important in the US.'
Not surprisingly, McDowell added, there was a significant shakeout in the RTD sector.
'Overall, the category is still booming and is one of the few categories showing positive growth, both spirit and wine-based RTDs. However, there were too many brands in a growing but hypercompetitive market, and it was inevitable that many producers would exit the industry.'
Overall, the SFWSC remains the largest spirit competition in America and easily the world's most authoritative judging of American whiskeys, notwithstanding the turmoil in the beverage industry.
Consumers aren't going to stop enjoying alcoholic beverages, noted Blue, adding:
'The industry will bounce back; we're managing for the other side of the trough. We will be ready and waiting when the spirits industry recovers!'
The results from the 2025 SFWSC, including the world's largest American whiskey judging will be released starting the week of May 5th. Stay tuned for our exclusive coverage of the world's top spirits.