Sid Patel is the dynamic CEO of Beverage Trade Network (BTN), a leading platform that connects beverage producers, distributors, and retailers worldwide. Under his leadership, BTN has become an influential force in the global beverage industry, offering a range of services including trade shows, competitions, and educational resources.

Patel initiated the Sommeliers Choice Awards with a clear vision: to create a competition that truly reflects the expertise and preferences of sommeliers, those who have a profound impact on consumer wine choices in restaurants and bars. Understanding the vital role that sommeliers play in the wine industry, Patel aimed to develop an awards platform that recognizes wines from a sommelier's unique perspective, focusing on quality, value, and overall experience.

Sid Patel's journey has always been driven by a vision to bridge the gap between beverage producers and their target markets. Recognizing the need for a comprehensive network that could facilitate meaningful connections and provide valuable industry insights, he founded BTN. His innovative approach and dedication to the industry quickly garnered attention, establishing BTN as a trusted resource for beverage professionals.

Charlie Leary: Among the various wine competitions held each year, what makes SCA different? Does this go beyond just having sommeliers as judges?

Sid Patel: SCA is setting a benchmark for great wines for on-premise establishments. That is the competition’s primary goal. The purpose is to recognize and reward the wines that make a good addition to restaurant wine lists and by-the-glass wine programs. 50% of main street restaurants do not have a dedicated sommelier or a wine buyer working for them, and the winners list of SCA gives the restaurant owner confidence in stocking the winning wines. The wines that won in SCA are judged based on commercial criteria specific to the restaurant and hospitality industry.

Wines are judged in five categories: food pairability, typicity, quality, value, and packaging. Judges consider two overarching questions whilst considering these five categories: “Would we stock this?” and "Will the consumer buy the second glass?" In essence, then, the entire focus of the awards is finding wines that everyday consumers will enjoy—wines that provide straightforward pleasure without requiring too much of the drinker.

Charlie Leary: How has SCA grown and changed over the past several years? Have entry numbers increased?

2019 was year one for SCA, which had 700 entries. In six years, the competition has now grown to 1600 entries. In 2024, we had about this number from more than 40 countries. We had 50 judges, among them, 14 Master Sommeliers. Every year we have invested in the quality of the competition, in the judging process, in its accuracy, and in the quality of the judges. We have invested in our behind-the-scenes process of sorting the wine entries. Most importantly, we have increased benefits to the entrants each year. For example, now for the 2025 competition, entrants are also offered the option to showcase their wine in the silent Sommeliers Choice Awards area at our trade show starting with the USA Trade Tasting in Chicago on May 20, 2025.

The quality of the wines entered has also gone up consistently.

Charlie Leary: What do you view as the three biggest challenges facing not only wine competitions like SCA but also the industry as a whole over the next three years?

Sid Patel: Here are the 3 top challenges I see in wine:

1. The changing consumer. We are drinking less overall.

2. The marketing power of spirits throwing wine into the shadows. We need to make wine cool again.

3. Global tariffs and freight. Geopolitics is becoming a challenge when planning good supply contracts.

Image: Sid Patel, CEO of Beverage Trade Network, Organizers of Sommeliers Choice Awards and USA Trade Tasting.

Charlie Leary: In your view, how should SCA best fit into the marketing strategy of wineries, importers, and/or distributors? What will the benefits be?

Sid Patel: The way entrants can use the medal is as follows, in the best order of priority that I can think of:

1. Suppliers, in this case, wineries, importers, and distributors, who go out and sell the wines to the on-trade or even off-trade, can showcase the wine. The can also inform buyers that the wine scored highly in the Sommeliers Choice Awards, where the judges are like yourself, people who work in the business day in and day out. These judges scored the wines based on how you buy wine for your own business. I would then show them [potential buyers] the list of judges. Once they see who the judges were, they will understand the professional quality of the people who reviewed and scored the wines. Each wine is reviewed by one Master Sommelier too. So, this creates a great opener for supplier’s sales teams when they show products to the trade.

2. I would update my website to show off the SCA medal but also include content describing what an SCA medal means. So, when pitching to new importers and distributors, they will understand that the wine is a great fit for importers and distributors looking to fill a gap in their portfolio that focuses on on-premise venues.

3. I would use it in my cellar door, tasting rooms, and, if I have a restaurant at the winery. I would also make shelf talkers and table tents and drive purchases and wine sales at my own winery.

“Every year, we aim to add more value to our entrants with more tools and benefits. We also aim to see how we can connect them with the on-premise buyers and how the on-premise buyers can give the winning brands a chance to be on their wine lists. For example, rolling our videos by judges for special category winners is a great value that brands can use as testimonials” - Sid Patel

I could elaborate on many other ways I to use SCA, but the above three are solid, practical examples of how I would use an SCA medal.

Charlie Leary: How might regional or national wine trade organizations harness SCA to help their winery members enter the US market? What is special about the On-trade?

Sid Patel: The first part of the question is mostly already addressed above. The second part is a good question. As the old saying goes, “Brands are built on trade.”

The on-premise [market] has always been a place for new products to build awareness and drive sampling. The channel allows companies to tell their story, transfer the cachet and trust of consumers’ favorite bar or restaurant onto their brand, and create a positive association between their brand and a fond memory of a great night “out on the town.”

Breakfast networking at Sommeliers Choice Awards

Sommeliers are in the business of handselling, storytelling, and [making] recommendations, so they can afford to give new brands a chance. The off-trade, by contrast, needs more consumer pull and will always shy away from new brands until there is a proven consumer demand.

Sid Patel started the Sommeliers Choice Awards to bridge the gap between wine producers and the on-premise market, leveraging the expertise of sommeliers to recognize and promote wines that excel in quality, value, and consumer appeal. This initiative not only celebrates the critical role of sommeliers but also provides wineries with a valuable platform to showcase their products and achieve greater market success. Through the Sommeliers Choice Awards, Patel has created an influential and respected competition that continues to shape the wine industry and guide consumer preferences.

Sid Patel's leadership has transformed the Beverage Trade Network into a cornerstone of the global beverage industry. His vision, dedication, and innovative approach have created a platform that not only connects industry professionals but also fosters growth, education, and excellence. As CEO of BTN, Sid Patel continues to shape the future of the beverage industry, ensuring that it remains vibrant, dynamic, and interconnected.