The 2024 World Beer Cup recently concluded in Indianapolis, Indiana, attracting 8,374 entries from 1,761 breweries and cideries spanning 49 countries. As the largest and most competitive beer competition globally, the stakes are high — and so is the challenge of standing out. For brewers looking to secure a coveted medal, Lotte Peplow, the Brewers Association’s American Craft Beer Ambassador for Europe, offers strategic advice to improve their chances.
Select the Correct Category
One of the most common pitfalls is entering a beer into the wrong category. A high-quality beer can be disqualified outright if it doesn’t meet the specific parameters of the selected style. For instance, submitting a wood- or barrel-aged stout into the American-style stout category leads to automatic disqualification. Brewers are urged to carefully review and double-check their category selections before submitting.
Follow the Style Guidelines Rigorously
A beer that performs well in a taproom or domestic market isn’t guaranteed success in a competition unless it adheres precisely to the defined style guidelines. Each competition may follow a different set of standards, so it’s critical for brewers to consult the correct style guide and verify eligibility, including any restrictions related to brewery size, ownership, or production volume.
Be Strategic with Category Choice
High-profile categories often attract hundreds of entries. For example, the Juicy/Hazy IPA category saw 290 entries at the latest World Beer Cup, followed closely by West Coast Style IPA with 253, and American Style IPA with 208. Although winning in a crowded field carries prestige, brewers may increase their odds by entering less saturated categories where competition is less intense.
Prioritize Freshness and Quality Control
Brewers should conduct thorough tastings before submission. They must evaluate whether the beer maintains its intended flavor profile, ensure nothing went wrong during packaging, and confirm it is as fresh as possible upon shipping.
Craft Precise and Factual Submissions
Entry forms, especially for experimental or specialty categories, should be written by the brewer. Accurate descriptions of the base beer style and any added ingredients are essential for judges to assess the beer properly. Flowery or vague language can hinder a beer’s evaluation.
Handle Logistics with Care
Meeting shipping deadlines is vital. Brewers are encouraged to use the fastest possible method to ensure their beer arrives in optimal condition. If organizers offer free shipping, it should be utilized without hesitation. Adherence to sample quantity requirements and timelines can also affect eligibility.
Leverage Wins, Learn from Losses
Victory should be celebrated and publicized to maximize exposure and brand recognition. For those who don’t secure a medal, judge feedback can be invaluable in refining recipes and improving future submissions.
Global Recognition Enhances Brand Value
Winning a medal at a competition like the World Beer Cup can set a brewery apart in an increasingly crowded marketplace. Celebrated American craft beers such as Sierra Nevada Pale Ale, Trail Pass Hazy IPA, and Weizenbock were among the gold medalists this year and continue to enjoy international acclaim.
Looking Ahead
Registration for the next World Beer Cup opens in November 2025. Winners will be announced on April 23, 2026, at the Craft Brewers Conference in Philadelphia, Pennsylvania.
As Peplow notes, participation is the first step toward success: “You’ve got to be in it to win it.”
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