Clarion Uncorks the Truth with IWSC: Helping Brits Drink Smarter
We’re working with the International Wine & Spirit Competition (IWSC), the world’s most respected gold standard for wine and spirit quality, to challenge Britain’s wine assumptions and help consumers drink more confidently.
Our latest campaign helped spotlight surprising new findings from IWSC’s nationwide research, revealing a gap between how much Brits think they know about wine, and how much they actually do.
Despite 47% of UK wine drinkers describing themselves as connoisseurs, the research exposed widespread wine myths and mishaps:
• 70% believe traditional labels (like a French château) suggest better quality wine.
• 59% say they can tell the difference between a £5 and £25 bottle, but just 18% correctly identified the most expensive wine in a blind label test.
• 79% don’t know the correct serving temperature for wine, with many over-chilling whites or drinking reds too warm.
• Common mistakes include holding the glass by the bowl (41%), filling it to the brim (21%), or even adding ice (29%).
Through a blend of earned media and expert-led influencer content, we brought this year’s findings to life by showcasing IWSC’s gold-standard wines and spotlighting judge and broadcaster David Kermode’s practical tips, from proper storage to seeing beyond misleading labels — all underpinned by the IWSC’s uncompromising commitment to blind, quality-first judging.
Founded in 1969, the IWSC is one of the most prestigious competitions of its kind. Wines are judged blind, solely on taste and quality, by world-class experts, with no label, bottle shape, or price tag in sight. Every medal awarded represents a genuine guarantee of excellence, trusted by producers, retailers and consumers globally. CEO Christelle Guibert summed it up perfectly: “At the IWSC, our blind tasting process ensures every wine is judged solely on its merit, without influence from price, label or bottle. This rigorous approach provides those looking to try new wines with a truly reliable benchmark for excellence.”
By translating data into dialogue and excellence into everyday choices, we are positioning IWSC as not just a gold standard for quality, but a trusted guide for every type of wine lover.