New Dawn Shines at L.A. Spirits Awards
New Dawn Distilling submitted its 6-Year Bourbon and 10-Year Wheated Whiskey to the L.A. Spirits Awards not because of its self-proclaimed status as "The Spirits Competition for the Modern Age." While numerous spirit competitions assert their necessity for brand building and consumer attraction, New Dawn was drawn by the L.A. Spirits founders' apparent commitment to genuine diversity, moving beyond mere rhetoric. It was this line in their invitation that made me pause:
“...because consumers trust the opinions of those who share their experiences, cultures, attitudes, and tastes, our more representative judging team makes L.A. Spirits Awards' medals substantially more effective as tools to build brand recognition and attract customers.”
If you haven’t heard me say it before, One reason "Black Woman Owned" is on the bottle is to immediately indicate a different flavor profile. My approach to selecting New Dawn's whiskeys involves seeking the unexpected and exciting, aiming to introduce new and appealing flavors while remaining additive free and cask strength. Therefore, a more diverse judging panel is important, as varied palates might approach New Dawn's offerings seeking unique and exceptional qualities rather than judging them by conventional whiskey standards. In essence, this competition offered an important opportunity to assess New Dawn in a manner that would resonate with our current community and introduce potential customers to the unique and distinctive qualities of our spirits.
Which is why the New Dawn team and I are so pleased to share that in a blind tasting:
PLATINUM
New Dawn’s 6-year old Bourbon received Platinum awarded to spirits that received unanimous Gold medal nominations, reserved only for spirits that are deemed by judges to be among the finest examples in their categories
SILVER
New Dawn’s 10-year old Wheated Whiskey received Silver (to which I’m sure the 6-year would say, “You gotta start somewhere, my friend!”). Silver medals denote spirits that offer refinement and complexity and are superior examples of spirits in their categories.
The New Dawn team and I are over the moon to be recognized so highly at our second spirits competition (you’ll note the 6-Year Bourbon received Silver at the USA Spirits Awards). There are a few more competition results we’re awaiting this year but we are definitely taking the time to celebrate this accomplishment and I hope you will join us in raising a glass to our continued success!
Cheers!
