Big Five Duty Free & CMB Unite to Showcase South Africa’s Finest Award-Winning Wines
A competition, and so much more! Big Five Duty Free shops, one of Africa’s leading airport retailers, will feature a special display for the South African medallists of the Concours Mondial de Bruxelles, Sauvignon Selection by CMB and South Africa Selection by CMB at Cape Town International Airport. This platform provides exclusive, high-visibility promotion to the winning wines and spirits from these two prestigious competitions, directly engaging international travelers and showcasing South African excellence on a global stage.
The initiative highlights all South African producers who earned medals at either the Concours Mondial de Bruxelles, recognized as one of the world’s most important and rigorous international wine competitions, or the South Africa Selection by CMB, an event dedicated specifically to Southern African wines and spirits and judged by a panel of leading international and local experts. Winners from both competitions see their products brought to the forefront in this prime airport location, accentuating South Africa’s remarkable wine and spirits heritage for a global audience.
CMB: A competition, and so much more!
Concours Mondial de Bruxelles continually develops targeted partnerships to bolster visibility and commercial success for its awardees, extending far beyond a traditional wine competition. Special displays like the one at Big Five Duty Free help transform the recognition of a medal into new routes to market and valuable export opportunities. Thanks to the efforts of Helena Melis, marketing manager for Big Five Duty Free and respected CMB jury member, this partnership exemplifies CMB’s mission to bridge producers with global consumers through innovative, on-the-ground promotional platforms.
Tangible Benefits for Winners
CMB’s approach ensures that every entrant receives value; all tasted wines benefit from a full descriptive profile and an Aroma Wheel that producers can use in their marketing, regardless of whether a medal is received. Through such partnerships and support tools, the CMB is developing a unique ecosystem where recognition is translated directly into sales opportunities and consumer discovery – benefiting both producers and international wine lovers.
