The Concours Mondial de Bruxelles | CMB evolves: Becoming a Strategic Market Partner

Facing profound changes in the wine industry, the Concours Mondial de Bruxelles | CMB is announcing a major strategic evolution. It is moving beyond its traditional role as a competition to become an active partner for producers, distributors, importers, and consumers on a global scale.

In a context marked by declining consumption and an increasingly complex offer, the CMB addresses key market needs: restoring trust, simplifying choice, and recreating engagement around wine.

Enhancing the Experience Through Understanding: The visual tasting sheet

The wine experience no longer begins only at the moment of tasting, but at the moment of choice.

• Understanding creates value: A wine is better when it is understood-recognizing its style, aromas, and balance allows the consumer to anticipate the pleasure.
• Removing barriers: By simplifying wine language and translating expert evaluations into clear, accessible profiles, the CMB helps eliminate the intimidation often felt by consumers.+1
• Emotional connection: Consumers no longer choose by default or reputation alone, but through affinity and expected enjoyment.

“One Medal = One Promise”

CMB medals are no longer just awards; they are clear benchmarks for the consumer.

• A simple message: The promise is straightforward: “This wine is good!”. This universal message is immediately understood regardless of the country or level of wine knowledge.
• Concrete descriptions: Moving away from intimidating technical jargon, the CMB uses playful and concrete aromatic profiles, such as “Exotic fruits,” “Apple,” or “Freshness and Lightness”.
• Unmatched credibility: This promise of pleasure is backed by the rigor of blind tastings conducted by a jury of international experts.

Distribution Partnerships at the Heart of Strategy

The CMB is developing partnerships with international distributors and importers, including CAVAVIN, Carrefour, Continente, and Pam Panorama. The goal of these collaborations is to:

• Structure clearer offers at the point of sale.
• Provide educational tools for sales teams.
• Facilitate advice and purchasing decisions.
• Deploy local activations inspired by the CMB universe, such as the CMB Wine & Spirits Experience already successful in South Korea, Italy, and Mexico.

New Value for Producers

Participating in the CMB is no longer just about seeking international recognition; it is about joining an ecosystem directly linked to distribution. Awarded wines benefit from better visibility, making them easier for retailers, wine merchants, and restaurateurs to recommend and showcase.

A Vision for the Future

With this new direction, the Concours Mondial de Bruxelles | CMB asserts a clear ambition: to become a market facilitator serving the entire industry.

In 2026, the CMB proves that pedagogy is the best driver of commercial performance. By making wine more understandable, they make it more accessible to everyone.

CMB: More than just a competition!