After fourteen successful years of evaluating thousands of wines, cocktails, and spirits and after far surpassing the goals set out in 2010, the owners/partners of Ultimate Beverage Challenge LLC — F. Paul Pacult, Sue Woodley, and David Talbot — announce that effective immediately the company will no longer be conducting any further competitions.

So that all results and marketing materials from recent Challenges can continue to be accessed, the UBC website will remain live through 2024. We would like to express our appreciation to all the brand executives, marketing personnel, and distillers and winemakers who, year after year, placed their trust in UBC by submitting their wines and spirits for formal evaluation. Their staunch support substantiated UBC’s stated mission to modernize and reform the competition model with more honest, more comprehensive, and more unbiased assessment.

We wish all of UBC’s friends and colleagues in the beverage alcohol industry, beverage media, and marketing spheres continued prosperity.