Concours Mondial Bruxelles opens Wine and Spirits Experience in Seoul

The Concours Mondial de Bruxelles (CMB) is making waves in the wine and spirits industry with the opening of its new Wine & Spirits Experience in Seoul. This venue, set to open on March 29, is located in the bustling district of Gangnam. It spans over 2,000 square meters across four floors and can host up to 250 enthusiasts. The space includes tasting areas, VIP lounges, and two restaurants that offer a full gastronomic experience with expertly paired food and wine. The menu features hundreds of selections, including 50 European wines that have been awarded at CMB, and it is expected to grow further.

This opening is part of CMB's global expansion strategy. It follows the launch of similar venues in Mexico City in 2020 and the Wine Corner at the United Airlines Lounge in Mexico City Airport in 2021. Another venue is planned for Cotonou, Benin, in 2024. Baudouin Havaux, President of CMB, expressed excitement about the Seoul opening, highlighting the opportunity it presents for Korean consumers to explore award-winning wines and spirits.

CMB is also forming strategic partnerships to enhance its market presence. In France, it has teamed up with CAVAVIN to select top international wines for their shops, providing a quality guarantee for customers and a platform for CMB-awarded producers. In Europe, CMB is strengthening its influence through collaborations with major retail chains. In Portugal, the Continente supermarket chain prominently features CMB-awarded wines. In Italy, Pam Panorama showcases medal-winning wines in its 150 stores. In Belgium, partnerships with Delhaize and Carrefour enhance visibility for awarded wines, with medals highlighted in promotional materials.

Innovation is a key focus for CMB. The organization has integrated artificial intelligence into its tasting process, known as "Tasting 2.0," to ensure precise and objective evaluations. This approach provides producers with detailed tasting reports and aroma wheels, enhancing their marketing efforts. Starting in 2025, all participating wines will receive a text summary based on feedback from professional tasters, adding value and transparency for producers and consumers alike.

CMB continues to expand its global reach with several international competitions. The 2025 edition of its flagship competition for Red and White Wines will take place in Yinchuan, Ningxia region, China. Other sessions include a Sparkling Wines Session in Moldova and a Sweet and Fortified Wines Session in Sicily. These events reaffirm CMB's commitment to showcasing excellence in the wine and spirits industry worldwide.