On The Road: Takeaways From the Top Shelf Awards Gala 2025

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The Top Shelf Awards Gala 2025 took place at the Hotel Nikko in San Francisco, a modern property with an expected candle-scented entryway. The gala — held annually to announce the winners of the San Francisco World Spirits Competition — indicated a shift toward specialized, craft-driven products in the alcohol industry with its seminars, opening with AWA Sake and Japanese Bubbles, a deep dive led by Toshio Ueno that underscored the rising momentum behind premium sparkling sake. The standout pour, Hakkaisan Clear Sparkling AWA, delivered wine-like structure and surprised even seasoned attendees.

Niche categories were a throughline in the programming. A renewed interest in heritage and regional spirits was highlighted by attendee praise of a sold-out session covering Ōkolehao, a Hawaiian spirit distilled from the root of the ti plant.

A last-minute scheduling change led many to WhistlePig’s “The Most Collectible American Whiskey: An Archival Tasting of The Boss Hog.” Chief blender Meghan Ireland walked the room through several rare Boss Hog releases, including the newly released Feather & Flame, a highlight.

One of the most practically focused sessions, “Across the Bar: How Operators and Brands Connect,” brought together Head Judge Jeffrey Morgenthaler and distributor Scott Ellis to discuss on-premise strategy. Though smaller in attendance, the conversation cut straight to a growing industry concern: how brands can better position themselves to navigate today’s tight margins.

Operationally, the event ran with near flawless precision — clear signage, an A+ scheduling app and staff ready to redirect the constant flow of industry professionals.
Still, some attendees expressed interest in seeing more innovation, diversity and youth in future editions, from food-pairing integrations to seated meals that would support deeper networking.

Overall, this year’s Top Shelf seminars positioned education, not just sampling, as the heart of the spirits conversation in 2025, reflecting the industry’s shift toward depth, expertise and category-focused storytelling.