Seoul: 32 Award-Winning Italian Wines on the Menu of the New Wine & Spirits Experience by CMB

The inauguration of the CMB Wine & Spirits Experience in Seoul is further proof that the Concours Mondial de Bruxelles is much more than a simple competition. Expanding the network of Wine Bars, award ceremonies, prestigious partnerships, integration of artificial intelligence and tasting comments... the CMB is establishing itself as a driving force of innovation and a key strategic partner for the sector. Much more than a medal on a bottle, it is a real springboard for the awarded Italian producers.

A new prestigious showcase in Seoul

The “Wine & Spirits Experience Seoul by CMB” opens on March 29, a new exceptional space dedicated to the discovery of wines and spirits awarded at the Concours Mondial de Bruxelles. Over 2,000 square meters spread over four floors can accommodate up to 250 wine and spirits enthusiasts. The prestigious setting includes tasting spaces, VIP lounges and two restaurants offering a wide range of food and wine pairings. The wine and spirits list, which currently includes several hundred references from 35 countries, including 32 Italian wines, is set to grow.

Photo by Wine & Spirits Experience by CMB

The selection of Italian wines

The opening of the Wine & Spirits Experience in Seoul is part of an international expansion strategy, which follows:

- Wine & Spirits Experience - Mexico City - 2020

- Wine Corner in United Airlines Lounge - Mexico City Airport - 2021

- Wine & Spirits Experience - Cotonou (Benin) - 2024

“ It is a great honor to contribute to the dynamism of Seoul by opening a venue in Gangnam, right in the heart of the economic center of the capital! With this initiative, we offer a real showcase that will allow Korean consumers to appreciate the quality of the wines and spirits awarded at the CMB ,” says Baudouin Havaux, President of the Concours Mondial de Bruxelles.

A stronger presence on the Italian market

Thanks to its historical ties with Italy, the Concours Mondial de Bruxelles has established strategic partnerships with the main players in the sector. Pam Panorama displays the medal-winning wines in its 150 points of sale, while Bistrot Pedol in Milan and DiVino Wine Caveau in Gizzeria offer a selection of the award-winning wines. Enosis distributes these wines to the main Italian retailers.

Together with 5-Hats we will present at Vinitaly, the CMB GUIDE, a global project to connect awarded producers with importers and distributors from all over the world.

The Concours Mondial de Bruxelles is also a protagonist of the main Italian wine events. It organizes the Rome Awards (BtoB), hosts masterclasses with the GEDI Group and at Vinitaly, and actively participates in Tramonto DiVino, Vinitaly and the City, Vieste in Rosa and Paestum Wine Fest.

A new partnership with CAVAVIN

The Concours Mondial de Bruxelles is also developing strategic partnerships on the French market. In this context, CAVAVIN has recently entrusted the CMB with the task of selecting the best international wines to enrich the offer of its wine merchants, providing an additional guarantee of quality to their customers and a unique opportunity for producers awarded at the CMB, including Italians.

Innovation at the service of tasting

A pioneer in its field, the Concours Mondial de Bruxelles has been integrating artificial intelligence into its tasting process for several years. This cutting-edge approach, a true “tasting 2.0”, guarantees an even more accurate and objective evaluation of the wines and spirits in competition. It also provides participating producers with additional communication and marketing tools, such as a detailed tasting report and an aroma wheel.

New from 2025: all wines entered in the competition will also receive a textual summary based on the comments of 5 or 6 professional tasters. This is a real added value and proof of transparency that will certainly be appreciated by both producers and consumers.

Registrations are still open for several international sessions

The Concours Mondial de Bruxelles once again confirms its global reach with the 2025 edition of its flagship competition, dedicated to Red and White Wines, to be held in Yinchuan, in the Ningxia region of China. Other prestigious sessions are also scheduled, including Sparkling Wines in Moldova and Sweet and Fortified Wines in Sicily. Registration for these three competitions is still open.

For more information, visit www.concoursmondial.com .