Shifting the goal posts of wine competitions
In an industry where an estimated 5 000 wine and spirits competitions are annually held world-wide, it makes sense to focus on those who offer real value instead of yet another sticker on a bottle. And here the South African Selection by Concours Mondial de Bruxelles, backed by one of the world’s most recognised and longest-running wine and spirits competitions, clearly opens significant new marketing and sales opportunities for participating producers.
“With the launch of the South Africa Selection by CMB in 2024, Concours Mondial de Bruxelles has set the stage for creating unique marketing networks for South African producers,” says Lorraine Immelman, director of the competition in South Africa. “A mere six months later, the spin-offs of the first competition are already becoming clear:
- more than R50 000’s CMB-awarded wines from the 2024 competition have to date been sold on-line by GetWine;
- In addition, over 2 200 bottles of Concours Mondial de Bruxelles awarded wines from South African producers have been purchased by CMB for distribution to United Airlines’ airport lounges and CMB’s wine bars in Mexico City, Seoul and Benin;
- A selection of CMB awarded wines are being reviewed annually for presentation in Bidvest Lounges in airports around the country;
- Concours Mondial de Bruxelles will have a major presence at the Wine Paris 2025 trade show from 10 to 12 February, with no less than 220m² of space occupied by 2024 CMB award-winning producers;
- In addition, South Africa’s largest on-line Fine Wine and Spirits marketplace, Port2Port, is currently listing a selection of premier CMB-awarded wines and spirits from the CMB South Africa Selection and will continue to expand its portfolio online.
- During the judging week in August each year, the international tasters attend at least two events hosted by Cape Winelands wine regions where they meet the winemakers and marketers and are able to sample a selection of wines from each producer. The 2024 judging panel were hosted by Lanzerac, Holden Manz, Klein Roosboom and De Grendel and tasted the wines of no less than 22 other producers on these occasions.
2025’s first tasters confirmed:
“We are really excited to announce the first judges for our 2025 South Africa Selection by CMB in August. We are again assembling a heavyweight panel, aimed solely at selecting the best of South African wine and spirits and adding global and local marketing and media value for both entrants and winners,” says Lorraine.
Our hand-picked international judges are at the same time influential sommeliers, buyers, retailers and journalists, creating local and international sales and marketing opportunities and exposure. In preparation for the 2025 South Africa Selection we are really excited to confirm the following judges so far, to this year’s tasting panel:
- Thierry Cowez, buyer at Cinoco, importer and distributer of wines and spirits in Belgium and the Grand Duchy of Luxembourg
- Darno van Dyk, Senior Wine Buyer at the Shoprite group of companies
- Stephan van Rooyen, senior wine buyer at Tops Spar
- Helena Melis, CWM, marketing manager and wine and spirits buyer at Big Five Duty Free Shops
- Carrie Adams, wine retailer, distributor, writer, judge and broadcaster: host of Carrie’s Connoisseurs, a podcast focused on liquor from around the world.
- Winnie Bowman, international wine and spirits judge and journalist
- Lauren Behrens, Technical Sales manager and consultant at Anchor Oenology
- Spencer Fondaumiere, ASI certified sommelier and the president of the South African Sommeliers Association
- Leah van Deventer – spirits writer, educator, judge and consultant
The competition opens for registration and Early Bird entries on 1 May 2025. Find more information here.
For more information, please contact Lorraine Immelman on 0825568679 or lorraine.immelman@vinopres.com
