Narmeen Kamran: Maintaining Objectivity in Alternative Drinks Evaluation

As Managing Director of Desert Island Events and IWSC's Alternative Drinks judge Narmeen Kamran shares her systematic approach to impartial drinks evaluation.

The Evolution of Low and No "Judging drinks, especially in the ever-evolving low and no space, requires a fine balance between expertise and impartiality," Kamran explains. "With so much innovation in the industry, maintaining objectivity is essential to ensure each drink is assessed fairly on its own merits."

Category Understanding Clear category recognition is fundamental. "Low and no drinks aren't just about removing alcohol, they need to stand on their own legs with depth and character. A distilled alternative should bring complexity and balance, a non-alcoholic wine should offer structure and acidity, and a ready-to-drink cocktail should be well-crafted and harmonious."

The Importance of Blind Tasting "Marketing, branding, and packaging can all influence perception, which is why blind tasting is key to maintaining objectivity," notes Kamran. "Without knowing the brand or bottle, I can focus purely on what's in the glass. This levels the playing field, ensuring that smaller brands are judged with the same scrutiny as industry leaders."

Structured Evaluation A systematic approach ensures fairness. "Rather than relying on personal preference, I focus on key elements such as aroma, taste, mouthfeel, complexity, and finish. By writing detailed tasting notes and assigning a score, I ensure that each drink is judged on its own merits."

Managing Palate and Bias Technical considerations are crucial. "Palate fatigue can skew judgment, so maintaining a neutral baseline is crucial. Everyone has personal preferences, but objectivity means putting those aside. I focus on whether a drink achieves what it sets out to do."

Collaborative Assessment "One of the most valuable aspects of being a judge is the opportunity to discuss impressions with fellow experts. Engaging in these conversations helps to challenge assumptions and refine evaluations. This process reinforces objectivity by encouraging a broader perspective."

As Kamran concludes, "Maintaining objectivity in tasting isn't about removing opinion, it's about refining it through a structured, mindful approach. The goal of the IWSC Alternative Drink Awards is to highlight the very best in the industry; and that starts with objective, expert evaluation."