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Distilleries host thousands of visitors every year. The Distillery Experience Challenge seeks to rewardexcellence in hospitality, being it teaching how a spirit is made, the history of the distillery and its environs, conducting a testing or laying on an event.

The judging panel for the Distillery Experience Challenge comprised: Graham Cox, the WSET’s UK business development director, Charles Maxwell, head of Thames Distillers, Joanne Moore, G&J Distillers master distiller, Christian Davis, editor, Drinks International.

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Best Large-scale Visitor Centre

WINNER: LOUISIANA SPIRITS’ BAYOU RUM DISTILLERY, LOUISIANA, US

One of the best entries – comprehensive, answering all the questions and meeting all the award criteria. Charles Maxwell quipped that none of the judges had ever heard of Louisiana Spirits and Bayou.

So the judges felt the fact that the company had invested in a full-scale visitor centre put both it and the brand on the map.

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Best Smaller-scale Visitor Centre

WINNER: THE LAKES DISTILLERY, CUMBRIA, UK

The judges liked this entry but comparing it to the likes of Bundaberg, Bacardi’s Bombay Sapphire, William Grant’s Tullamore Dew and Glenfiddich, with all their resources, was “like comparing apples to oranges”.

Claiming 100,000 visitors a year, this small operation in the UK’s Lake District was obviously pulling in the walkers, ramblers and other tourists to a greater degree than the big boys. The judges liked what appeared to be a more personal approach.

HIGHLY COMMENDED: THE GLENFIDDICH DISTILLERY, SPEYSIDE, SCOTLAND

The judges chose to commend the Glenfiddich operation because it really focused on educating and enthusing. With an entrance fee of between £10 and £95, it added value, enhanced the experience and was not just about pushing people through the shop.

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Best Distillery Tour

WINNER: DALWHINNIE DISTILLERY, HIGHLANDS, SCOTLAND

With so many scotch distilleries having visitor centres and offering tours, this Highland single malt whisky distillery, owned by drinks giant Diageo, chose chocolate to differentiate itself. Every visitor is offered a taste of high-quality chocolate to show how it complements scotch whisky and specifically the Dalwhinnie 15 Year Old. There are five tour options, ranging from £6 to £19. It is seen as a great way to identify and explain flavours – and get people to taste scotch.

HIGHLY COMMENDED: PULTENEY DISTILLERY, HIGHLANDS, SCOTLAND

Another slightly quirky way to get people to visit and learn about the brand, its history and its environs, Pulteney is a relatively new kid on the block. It first opened its doors to the public in 2000 and showcases itself as the ‘seafaring spirit of Wick’, so there is a strong emphasis on the maritime nature and heritage of the area.

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Best Distillery Event

WINNER: DE MOLENBERG DISTILLERY MOLENBERGFEESTEN, BELGIUM

De Molenberg claims to be Belgium’s first whisky distillery with traditional hand-hammered copper pot stills. The family has been making genever since 1637.

Molenbergfeesten is a weekend of festivities at the distillery over the last weekend of May. The town of Blaasveld only has 3,000 inhabitants but last year the festival had 4,000 visitors. The event features the produce of 24 local artisans and local artists get their moment of fame. The company uses the occasion to focus on sustainability, with workshops on composting and recycling and on-site waste bins for recycling.

Despite selling 2,000 whisky tastings and 130 bottles of its flagship Gouden Carolus single malt whisky, 142 of its limited edition and 460 of its Pure Taste range, the distiller says while it has spent €15 per head, income only worked out at €13 per head.

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Best Retail Experience and Best Educational Experience

WINNER: BUNDABERG DISTILLERY, QUEENSLAND, AUSTRALIA

Bundaberg put in probably the best entry overall and was unlucky not to scoop Best Visitor Centre. But the judges gave it both these awards for its retail operation and its commitment to educating visitors in the broadest sense, not just extolling the virtue of its brands. Joanne Moore particularly liked the use of props, such as a microscope, to bring to life the process of distilling. The submission also showed an excellent retail operation.

HIGHLY COMMENDED: BOMBAY SAPPHIRE, HAMPSHIRE, UK

Judge Graham Cox liked the effort Bacardi had put into explaining the background to developing the Laverstoke Mill distillery, its sustainability and recycling and the distillation process involving 10 botanicals.