The reality is that these medals help semi-popular breweries promote their products, especially when they are seeking wider distribution. They don't do anything for Treehouse, Trillium, Hill Farmstead and others who need no help selling all the beer they can make. The closest comparison I can think of outside of the alcohol industry is the silly JD Power awards. Note that Honda and Toyota don't mention that stuff. Chevy can't stop talking about them. Why? Because Chevy has to overcome its poor reputation in that area.