Josh Kelly: Don't get emotionally attached to a liquid

The IWSC judges are the industry's most influential voices, shaping global markets and driving brand success. From Master Distillers to Senior Buyers, from Head Sommeliers to Bar Directors, these leaders guide the world's top drinks establishments. Through our new Insider series, discover why their judgement is so trusted and gain exclusive insights from the experts themselves.

In this Alternative Drinks edition, Buyer and Brand Relations Manager at Club Soda and IWSC Alternative Drinks Judge, Josh Kelly shares the Unique Challenge of Alcohol-Free Judging.

Key Differences
"Judging Alcohol-Free is very different from judging Full-Alc. Although the judges are all experts in alcohol-full, it is rare to find oneself on a table full of AF specialists."

A Crucial Role
For Kelly, understanding alcohol's role is crucial. "What most people miss in AF is that alcohol supports drinks in more ways than are apparent. It provides mouth feel, carries flavour, acts as a preservative and gives weight to a drink."

Understanding your Limits
"Most importantly, don't get emotionally attached to a liquid. We all have different palates and whilst you can study and train, genetically we all have our limitations and higher or lower tolerances for certain notes and styles."

Buyer and Brand Relations Manager at Club Soda & member of the Alternative Drinks Committee, Josh Kelly brings unique expertise in the No and Low sector. Leading insight events and category training, he consults on liquid development and menu curation. His experience spans both full-strength and alcohol-free evaluation, bringing comprehensive knowledge of drinks assessment to the IWSC judging panel.