Liquor Industry Consultancy Services - Beverage Testing Institute



Optimize your liquid and message.

"BTI's team is friendly, professional and always helpful. No project is too difficult for them. I would highly recommend them to any other company."


A SWOT analysis for your liquid and packaging.

A BTI audit provides detailed and actionable feedback for beverage competitors seeking to optimize their in-market or pre-release products.

Our rigorous testing and review process ensures that our partners maximize their chances of product success armed with the deepest insights from our panelists and analysts.

We catch the mistakes that prevent bartenders, retailers and consumers from fully engaging with brands.


Push your brand ahead of the rest.

Test your brand and liquid from every angle.

New product development, launches, and reformulations are rife with uncertainties and guesstimates if you don’t know your end-consumer and the gatekeepers between your brand and them.

BTI leverages the feedback from our expert trade and consumer networks to provide you with the most insightful and relevant data in the industry, so you can make important decisions fully armed with the facts that most brands aren’t even aware of.


Getting a product’s formula and package right before you bottle is critical to a brand’s success.

Let BTI help you early on and save you thousands on corrections post-launch.

Too often we see producers come to us for feedback on their liquid after they’ve launched to a crowded market and sales are weak. We can help you at any stage of your new brand’s development to make sure the recipe is objectively and ruthlessly screened by professional buyers and experts outside of your zone of influence before its too late.


Making claims about product performance and consumer preferences can be risky business for beverage competitors. Household-name brands like Grey Goose, Jose Cuervo, Jim Beam Black and Heineken Light, have turned to BTI to successfully discover and amplify their strongest differentiators while navigating legal and regulatory hurdles.

Navigate the regulatory hurdles of making a bold superiority claim.

Organizations like the Federal Trade Commission (FTC) and the National Advertising Division of The Better Business Bureau closely monitor the marketplace to make sure performance claims used in advertising and on other marketing platforms are truthful and accurate with documented substantiation.

BTI’s third-party verification services help to ensure that product and brand attributes are amplified effectively and precisely to key audiences.

BTI strictly adheres to ASTM standards. By using our substantiation services, our clients and partners can have confidence that their marketing claims are made in a responsible manner that limits exposure.

"The consistency and broad consumer reach of BTI ratings and reviews really solidified the quality message of our artisan brand and helped us build a well-distributed and highly regarded specialty portfolio of beers."
Laurent-Xavier Gilbert,
VP Development at La Brasserie Unibroue
"The BTI rankings have an effect on what restaurants put on their wine lists, and ultimately on what you might be drinking."
Joe Gray,
Editor, Chicago Tribune
"BTI is still the outstanding tasting organization, uniquely independent. Keep up the good work!"
Jan Wells,
VP of Marketing, Cannon Wines
"Beverage Testing Institute is a professional operation with a professional approach. I like that they are committed to truly blind tastings and that their reviews are comprehensive and informative. We highlight the reviews in our tasting room and post them on social media; the consumer response is very positive. "
Edwin Richards,
Winemaker/Owner, Adastra
“Our BTI awards have helped us with our US distribution. Sales have increased form 0 cases to 250 cases in just a couple of months. We opened two new accounts in Seattle and New York.”
Eduardo Aguirre Victoria,
Terre de Vignerons
“[BTI's] is well known as a main reference for connoisseurs, experts and followers of spirits.”
Otto Flores,
Ron Barcelo
"We have used (BTI) for the last 5 years and couldn’t be happier. They always have great customer service and support! Not only do they have detailed professional reviews and tasting notes, the addition of the metallic stickers and shelf-talkers help us capture customers, and drive bottle sales. The trophies, medals, and printed awards are displayed as center pieces in our tasting room. Their website is easy to navigate and has great product information."
Mike Huffman,
Whidbey Island Distillery
“Our winery has had BTI rate our wines for a number of years. We use the bottle stickers and shelf talkers for both education and to enhance our marketing. We have had distributors request bottle stickers, and during wine pourings, we use the shelf talkers as a customer take away. We appreciate the information written by BTI since we find it to be concise, descriptive, informational, and a well rounded review of our wines.“
Janet Soderberg,
Alamira Wines, Vistaflores Estate
When we found out that our 20 year Pappy Van Winkle had been entered in BTI's 1997 World Spirits Championships and received their 99-point rating, that’s when we started getting calls from distributors around the country looking for our whiskey.

That was a benchmark moment for our business. Every time we received a high rating from BTI over the years, interest increased for our brand.

We owe a lot to the Beverage Testing Institute for our success.
Julian P. Van Winkle, III,
President, Old Rip Van Winkle Distillery
BTI has been our go-to partner for our alcohol awards program for years now, providing quality reviews of our wide selection of wines, beers and hard seltzers. The unique quarterly submission process allows our team to highlight new, trending and seasonal offerings and the staff at BTI is always responsive, collaborative and supportive to help us reach our goals.
Carrie Reitz,
Corporate Buying US, ALDI Inc.
The trust that consumers, major retailers, distributors and suppliers have for BTI makes their reviews and recommendations an invaluable complement and a huge asset to the success of Atlas’ bespoke label brands. I enthusiastically recommend their tools and services to anyone in the control or private label beverage program spaces.
Jim Cosma,
Atlas Imports

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