The spirits industry's most innovative and sustainable packaging designs have been recognized at The Design & Packaging Masters 2025, part of The Global Spirits Masters Competitions (GSMC). This year's competition emphasized that modern packaging must excel in aesthetics, functionality, and environmental responsibility while helping products stand out in an increasingly competitive marketplace.
Six expert judges convened at the Ibis London Bridge hotel to evaluate entries across multiple criteria. The judging panel included Diogo Lopes, project coordinator for new product development at Amorim Top Series (this year's sponsor), who traveled from Portugal to participate. Melita Kiely, editor-in-chief of The Spirits Business and chair of The GSMC, led one panel alongside spirits writer and consultant David T Smith, co-founder of the Craft Distilling Expo. Additional judges included drinks consultant Ruchira Neotia, founder of Ruchira's Table, Anne Jones, director of Limestone & Jones, and Matt Chambers, co-founder of Whisky For Everyone.
The vodka category opened the competition with two Master medallists. Absolut Haring, an artist-inspired edition released this year, earned praise from judges who noted it was "a good reflection of Haring" and appreciated the holistic approach featuring embossing and QR code support for additional website content. Royal Mash Vodka secured the second Master award for its "very clear and direct packaging," with Kiely highlighting the typography and royal blue accents as "classic, simple and luxurious, though understated."
Three Gold medals went to Parneff Vodka for its attractive bottle striations, Three Sixty Vodka for thoughtful design with diamond dimpling on the glass, and Faer Isles Subsea Vodka for being informative and eye-catching. Three Silver medals completed the vodka round.
The gin category produced four Master medallists, demonstrating exceptional design standards. No.3 London Dry Gin impressed judges with its practical design for both on- and off-trade use, unique shape, and attention to detail. Rockpool Gin was described as "very beautiful" with an unusual shape and frosted glass patterns that Lopes said "brings to memory the coastline." Never Never Oyster Shell Gin earned recognition as "a great evolution for the brand with lovely detail at the bottom and top," while Thirlings Dry Gin prompted Kiely to exclaim "Love!" noting the high attention to detail and effective color scheme of white, black, and copper accents.
An impressive twelve Gold medals were awarded in the gin flight, including three to Cygnet Distillery for Cygnet 22, Cygnet 77, and Welsh Dry Gin. Judges praised Cygnet 22's teardrop shape for having "purity, movement and impact." GinPLZ also earned Gold for its beautiful textured glass reminiscent of the sea and attractive copper stopper details.
In the Cognac category, Croizet XO received a Gold medal for its "elegant and classy" design with Art-Deco labeling, while one Silver medal completed the flight. The tequila round produced eight Gold medallists, including Casa Malka, which judges found "quite stunning and really balanced, modern and slick." Patrón collected three Gold medals for its Reposado, Añejo, and Silver expressions, with Lopes noting the iconic cork top that makes the packaging recognizable "a mile away."
Perro Verde Ensamble claimed the Master medal in the mezcal category, with Jones highlighting the "beautiful bottle" featuring "really clever embossed design on the glass [that] shows clearly through the liquid." The agave spirits flight saw four Gold medals awarded to Pistola products, with judges appreciating the modern, slightly quirky character of the square bottles and embossed details.
Bacardí dominated the rum category with two Master awards. Bacardí Reserva Ocho earned praise from Lopes as "iconic," noting the embossed bat on the bottle and engraved stopper details. Bacardí Gold Rum received exceptional praise from Neotia for including calorie information, units, and cocktail recipes, calling it "a case study for appropriate and important information for labels" with "fantastic functionality and excellent form that is unmistakably Bacardí."
The Scotch whisky category added another Master medallist with The Art of St Andrews 2025 from Eden Mill St Andrews. Chambers described it as "gorgeous, classy and elegant" with "effortless elegance and still with weight of character." Five Gold medals and two Silver awards completed this flight, including recognition for Compass Box The Travelling Circus and Chivas Regal Crystalgold.
First West earned the Master medal in American whiskey, with judges praising its amazing appearance and attention to detail. Kiely called it "a gorgeous mix of tradition and old-worldy design, and modernity," noting that "every detail has been thought through." The Irish whiskey category produced two Master medals for Irish Distillers products: Midleton Very Rare 2025 Vintage Release and Midleton Very Rare Silent Distillery Chapter Six, with Smith describing the latter as "timeless, elegant design and exquisite woodwork."
World whisky recognition included Hong Kong Whisky earning Gold for being "startling, amusing and very, very clever," while additional categories saw Lucas Bols win a Master medal for Bols Blue 1575 in liqueurs, and Le Tribute Pink Grapefruit Soda taking Gold in the tonic and mixer category for its "stunning vertical ribbed design."
After careful deliberation among all Master medallists, Perro Verde Ensamble was selected as the Best In Class 2025 winner, celebrated for bringing "a beautifully modern, minimalistic, unique design to the mezcal category." The judges also awarded a Special Commendation to Midleton Very Rare Silent Distillery Chapter Six, recognizing how each element had been carefully chosen to reflect the quality and rarity of the liquid inside.
The competition concluded with judges emphasizing that great spirits packaging isn't about spending the most money, but about wise investment in brand identity. Thoughtful choices, clever detailing, and effective storytelling can elevate even simple designs, proving that award-winning packaging doesn't require enormous budgets but rather strategic thinking and careful attention to consumer needs and environmental responsibility.
