More Than Just a Competition
The inauguration of the CMB Wine & Spirits Experience in Seoul is yet another shining example that the Concours Mondial de Bruxelles is far more than just a competition. With the development of a network of Wine Bars, award ceremonies around the world, prestigious partnerships, the integration of artificial intelligence, and detailed tasting notes, CMB is establishing itself as an innovation driver and a key player in the industry. More than just a medal, it offers award-winning producers a true launchpad.
A New Prestige Showcase in Seoul
March 29 will mark the grand opening of the Wine & Spirits Experience Seoul by CMB, a unique venue dedicated to award-winning wines and spirits. Spanning more than 2,000 square meters over four floors, the space can accommodate up to 250 wine and spirits enthusiasts. This prestigious setting features tasting areas, VIP lounges, and two restaurants offering a complete gastronomic experience with carefully curated food and wine pairings.
The wine and spirits menu, currently boasting several hundred selections—including 50 European wines awarded at CMB—will continue to expand in the coming months.
List of 51 Wines from the Menu
This opening is part of a global expansion strategy, following:
- Wine & Spirits Experience – Mexico City (2020)
- Wine Corner – United Airlines Lounge, Mexico City Airport (2021)
- Wine & Spirits Experience – Cotonou (Benin, 2024)
“It is a great honor to establish ourselves in Gangnam, at the heart of Seoul! With this venue, we offer Korean consumers a unique opportunity to discover and enjoy wines and spirits awarded at CMB,” says Baudouin Havaux, President of the Concours Mondial de Bruxelles.
A New Partnership with CAVAVIN
The Concours Mondial de Bruxelles is also developing strategic partnerships in other markets, such as France. In this context, CAVAVIN has entrusted CMB with selecting the best international wines to enhance the offerings of its wine shops, providing an additional quality guarantee for customers and a unique opportunity for CMB-awarded producers.
Strengthening Market Presence
The Concours Mondial de Bruxelles is expanding its influence across several European markets. In Portugal, for example, the Continente supermarket chain prominently features CMB-awarded wines. In Italy, Pam Panorama highlights medal-winning wines in its 150 stores.
In Belgium, partnerships with the country’s most popular retail chains, Delhaize and Carrefour, provide enhanced visibility for awarded wines, including featuring their medals in promotional brochures.
Innovation Serving Wine Tasting
A pioneer in its field, the Concours Mondial de Bruxelles has integrated artificial intelligence into its tasting process for several years now. This forward-thinking approach—”Tasting 2.0″—ensures an even more precise and objective evaluation of competing wines and spirits. It also offers participating producers additional communication and marketing tools, such as a detailed tasting report and an aroma wheel.
New from 2025: All participating wines will also receive a text summary generated from the comments of five or six professional tasters. This added value and transparency will certainly be appreciated by both producers and consumers.
Several International Competitions Still Open for Entries
Once again, the Concours Mondial de Bruxelles reaffirms its global reach with the 2025 edition of its flagship competition, dedicated to Red and White Wines, set to take place in Yinchuan, Ningxia region (China). Other prestigious sessions are also scheduled, including:
- Sparkling Wines Session in Moldova
- Sweet and Fortified Wines Session in Sicily
Entries for these three competitions are still open. More information at www.concoursmondial.com
