Case Study
How Curatif Became the First Brand to Win Four Consecutive IWSC Producer Trophies
The Australian RTD cocktail company's unprecedented trophy-winning streak demonstrates how premium quality can redefine an entire category.
When the IWSC introduced its RTD category in 2022, Matt Sanger knew Curatif had to compete. As Managing Director of the Melbourne-based cocktail company, he had watched brand idols like Four Pillars Distillery win multiple IWSC Producer Trophies from the sidelines. What he didn't anticipate was making history by becoming the first company in the competition's 56-year legacy to win four consecutive Producer Trophies in the same category.
Redefining a Category
Founded in 2019, Curatif set out to create "world-class, better-than-bar quality cocktails" built on three founding principles: quality, convenience and sustainability. In a market traditionally dominated by mass-market convenience products, Sanger's team has consistently challenged preconceptions about what RTD cocktails could be.
Using only fresh ingredients and partnering with best-in-class spirit and liqueur producers, Curatif has crafted what many now consider the benchmark for premium premix cocktails. Their client roster - globally recognised hotels, airlines, cinemas and live music venues - demonstrates the successful elevation of RTDs from convenience products to hospitality experiences worthy of professional settings.
Curatif's unprecedented achievement - winning the IWSC Producer Trophies in 2022, 2023, 2024 and 2025 - represents individual product excellence and consistent quality across an entire portfolio, making successive wins particularly rare and meaningful.
For Sanger, the recognition provides crucial validation: "It's the unequivocal, impartial statement that yes, Curatif makes incredible cocktails. It confirms that all of this hard work and long hours, this obsession with getting these drinks perfect when you're told that it doesn't matter - that it's right and worthwhile taking the time to make great drinks."
Showcasing Curatif’s Success
Sanger has strategically integrated IWSC success throughout Curatif's operations. Awards feature prominently on packaging, digital platforms and sales presentations. Their standard pitch now opens with: "We are Curatif and we make RTD cocktails, the best in the world if you believe the esteemed judges at the IWSC who have named us Global RTD Producer of the Year three years in a row."
The measurable results have been substantial. By incorporating IWSC medals on their website, Curatif tripled website traffic within three months. For trade conversations, the IWSC recognition provides immediate credibility with category managers and industry buyers.
Beyond marketing value, Sanger prizes the strategic insights: "The judges' feedback gives our business conclusive and reputable data that allows us to get outside of our echo chamber, be that as small as the office or as large as the country. That is invaluable for strategy determination."
An Unbelievable Journey
Perhaps unexpectedly, Sanger values the IWSC community as much as competitive recognition. Through the programme, Curatif has connected with UK buyers, potential brand partners and fellow competitors ranging from start-ups to established Master Distillers.
"The IWSC programme is a peerless competition, but more than that, it is an incredible community," reflects Sanger. "From the team at the IWSC who have been so supportive of our business, to the other entrants we've loved meeting - I've spoken to start-ups in their first year and shared a glass with Master Distillers from some of the world's oldest spirit houses. It's been an unbelievable journey."
Setting New Standards
As Curatif continues competing, Sanger's unprecedented achievement demonstrates how consistent excellence can level up both individual brands and entire categories. For the RTD market, Curatif's success signals that consumers increasingly seek premium experiences in convenient formats.
Their trajectory validates the IWSC's decision to introduce RTD judging, recognising a category that bridges traditional spirits expertise with innovative format thinking. For other producers, Curatif's story illustrates the transformative potential when craft principles meet global recognition.
Learn more about Curatif at curatif.com and follow their journey on Instagram @curatif
