The best of South Africa’s spirits industry gathered in Illovo on Thursday, August 27, for the 2026 Investec Trophy Spirits Show Awards to celebrate producers and spirits that stood out among an impressive field of entries.

Held at Fergusons Illovo, the awards brought together spirits experts, producers and industry figures to recognise trophy winners, as well as gold and silver medallists, following a rigorous judging process.

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Michael Fridjhon, chairman of the judging panel, said the competition was particularly interesting because judges assessed the products independently and without knowing the identities of the entries.

He noted that the experienced panel evaluated each entry objectively, making it a fascinating competition to judge.

Fridjhon noted that the competition, running for eight years, attracts an extensive range of entries, from major international brands to products made locally by passionate producers.

“It attracts the most extraordinary array of entries, not only big international brands, but also products produced in this country by people whose passion and belief in the market, in the category of the market, and in the excitement that comes in this industry, they are the people for whom this show is very important, as well as, of course, the consumers themselves,” he said.

Blinded scoring drives market vitality

He said keeping the spirits market exciting was important for its continued growth.

“You’ve got to breathe life into the market. If it’s always same old, same old, the market has no real sound. The octane in the world of spirits is not necessarily in the alcohol. It’s not always in the brand, but it’s in the excitement that comes from the interchange,” said Fridjhon.

According to Fridjhon, the judging process is based on a methodology developed almost 20 years ago for the Investec Trophy Wine Show.

He said the process focuses on clear judging criteria and high-quality judging, with local and imported products judged equally within their respective categories.

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“If you’re judging classical brandy, everything is up against everything else in that same class,” he said.

The judges also taste products in different orders to reduce the influence that one sample could have on the next.

“The thinking behind that is that you have the halo effect, the impression on your palate, of the previous sample,” Fridjhon explained.

Academy develops local judging talent

The show also aims to build judging expertise in South Africa through its Spirit Judging Academy. International judges have been brought into the country to work alongside local judges, while associate judges are given opportunities to develop their skills and experience.

Fridjhon said the ultimate goal was to strengthen the local industry and create greater interest in spirits categories among South African consumers.

“We truly believe that if we do all of these things, ultimately, it will strengthen the local industry. It will get more interest in all categories, and it allows us to develop the world of spirits for the South African consumers,” he said.

Peta Dixon, Investec head of sponsorships, said the awards were about recognising the people behind the products.

“Supporting and celebrating excellence across South Africa’s wine and spirits industries is about the people behind it for us – the distillers, the producers, and the teams whose skill, innovation, and pursuit of excellence have brought this together,” she said.

Dixon added that the event provided an opportunity to showcase quality and excellence while supporting an industry that contributes meaningfully to tourism, hospitality and job creation.

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