How Ultimate Beverage Challenges are Different

The purpose of Ultimate Spirits Challenge and Ultimate Wine Challenge is to identify, recognize and reward those products which stand out in their respective categories, showing superior quality. Multiple panels of the highest-qualified experts blind-taste each entry by classification in appropriately grouped flights within each major category, scoring each on the 100-point scale. Products that score 90 points or higher are then evaluated blind once again, in newly-created groupings by a different panel of judges. Top scoring products are then reviewed again to determine a select group of finalists with the category’s highest-scorer being awarded a Chairman’s Trophy accolade.

UBC raises the standards of spirits & wine evaluation with its groundbreaking methodology:

Expert, unbiased judges

  • UBC has the finest and most experienced judges consisting of buyers and journalists. The judging panels are headed by internationally renowned beverage alcohol expert, F. Paul Pacult. Paul is respected for his uncompromising approach to beverage evaluation. Ultimate Beverage Challenges are completely impartial.


  • In instances where judges are consultants, they do not judge in the relevant category.
    UBC welcomes members of the trade to view the judging.


  • Ultimate Beverage Challenges use an innovative multilevel ‘progressive’ evaluation system, which produces the fairest, most unbiased results possible. This is a complete departure from how other beverage alcohol competitions are conducted. Judging is panel-based, removing any bias inherent in a single-taster or single-session approach.
  • Challenge evaluations are scored on the 100-point scale. This user-friendly system communicates precisely and quickly to the marketplace, and provides an authoritative endorsement to buyers, whether trade or consumer.
  • Products are served at their ideal serving temperatures, in the most appropriate glassware, in a state-of-the-art judging facility and under the best possible conditions. Products are evaluated without any identification, insuring unbiased accuracy.