Trade buyers who have daily interactions with consumers are the best people to rank products. They are constantly checking in with the market to ensure that their buying decisions line up with what the consumer wants and what will sell, based upon quality and price. Their livelihoods depend on it–a wrong buying decision means that products gather dust on shelves and have negative impacts on their bottom lines.

The Press and other non-buyers/professional tasters do not have access to this valuable information.  Our experienced trade buyers will sample a wine and either one of three things may happen.  The first is “I personally like it…but it won’t sell”.  The second is “I personally don’t like it…but it will sell”.  The third is “I like it and it will sell”. This feedback is invaluable to other buyers, who have come to rely on our awards to make their own buying decisions.