Dirk Vanhorrenbeek is a senior buyer for Superunie, a purchasing organization representing 12 supermarket chains in the Netherlands, which boasts over 26% market share in the country. With a remarkable 25 years’ experience in the wine industry, Dirk has previously held key positions as a buyer at Bidfood and Aldi. He holds the title of Magister Vini and has been a member of the panel at CMB since 2022.
“The CMB is a leader in today’s wine competitions. The main concern with competitions at the moment is the credibility associated with the awarded medals. What makes CMB special are the strict evaluation criteria and the limited number of medals awarded. This ensures that each medal granted by CMB carries a weight of authenticity and excellence.
Wine nowadays is a difficult product to market especially given that consumers drink less and less. Last year alone, we witnessed a 10% decrease in volume in the Netherlands, so we really have to consider how to get to consumers back. Another challenge is the fact that retailers often lack effective tools to showcase their products. Featuring a CMB medal on a label provides a clear advantage, serving as a promotional instrument and helping consumers choose by signaling high quality.”