ULTIMATE BEVERAGE CHALLENGE is the new standard for how spirits and wines are evaluated with its two annual competitions: Ultimate Spirits Challenge and Ultimate Wine Appraisal. UBC utilizes the industry’s fairest approach by its multi-panel, multi-stage evaluation to eliminate any personal bias. Careful selection of the world’s leading wine and spirits authorities: journalists, buyers, restaurateurs, bar owners and influencers as judges insures UBC’s credibility. UBC promotes its results to consumers, media and the spirits and wine trade through its website, emails, social media and partner marketing. Support for brands’ promotional programs is provided by extensive marketing collateral such as scores, accolades, Great Value recognition, Tried & True Award, and tasting notes. UBC partners with Beverage Media, the leading trade resource, to further publicize Challenge results directly to wine and spirit buyers. Ultimate Beverage Challenge is the future of wine and spirits evaluation today.