The SIP Awards were created to fill the void that is the current state of international spirits competition. The illusion created by massive advertising budgets, celebrity endorsements and lofty judging is old, tired and susceptible to industry bias. There is no better group of advisors for a product than real consumers. The SIP Awards are the first to cut to the core of public opinion as a starting point, rather than an afterthought, in branding and product development.