Spirits Selection by CMB 2025: Between Competition and Discovery

The town of Tequila in Mexico is not only a place with an emblematic name, but also a symbol of a tradition that has conquered the world. This September, it hosted the 27th edition of the Spirits Selection by Concours Mondial de Bruxelles – one of the most prestigious international competitions dedicated to spirits.

Over the course of three days, 140 judges from 45 countries embarked on a true marathon of diversity: 2,598 entries, representing 70 countries and divided into 64 categories, including six new ones dedicated to lesser-known traditional spirits – from India’s Mahua to Mexico’s Sotol and Cyprus’ Zivania. These numbers illustrate the globalization of spirits, but the experience of judging goes far beyond statistics.

Day One – Grapes, Terroir, and Heritage

My panel was made up of five members – four women and one man, a colleague from Denmark who specializes mainly in sugarcane-based distillates. We were surprised to discover that, despite our different cultural backgrounds and professional experiences, our preferences often aligned.

The first day focused on grape-based spirits: Pisco from Peru and Chile, Rakija from Bulgaria, Unaged Grappa from Italy, and finally, the elegance of a refined Cognac from France. It was a day where terroir spoke powerfully, with each glass carrying traditions that span centuries.

Day Two – From Mysterious Gins to No/Lo Aperitifs

The second day took us on a whirlwind tour around the world. We began with citrus-flavored gins, difficult to pinpoint – they could have originated anywhere. We then moved on to Mezcal, the distinctly Mexican spirit with smoky character, before engaging in lively debates over the provenance of Agricultural & Cane Juice Rhum. Was it Madeira, the Caribbean, or another exotic country? Impossible to say with certainty.

Perhaps the most challenging session of the day was the No/Lo aperitifs. A boundless category, where producers’ creativity was reflected in vibrant colors, unexpected aromas, and unconventional styles. We ended the evening with Kaolang, a Taiwanese Baijiu that impressed us with its intensity and complexity.

Day Three – Global Whisky and Herbal Elixirs

The final day was once again an exotic journey. We began with a World Blended Whisky, moved on to a French Single Malt, and then discovered, to our delight, Slivovitz – the famous plum spirit, pronounced exactly as it is written.

This was followed by a series of sweet and intensely aromatic herbal liqueurs – mint, eucalyptus, Mediterranean herbs – reminiscent of medicinal tonics, both invigorating and fragrant. The competition closed in spectacular fashion with a Sauce Aroma Baijiu, an authentic expression of Chinese tradition.

Beyond Tasting – The Spirit of the Competition

What makes Spirits Selection unique is not only the diversity or quality of the entries, but also the working atmosphere: carefully calibrated sessions, impeccable organization, and judging panels designed to reflect global diversity. Every sample is blind-tasted with rigor and attention, ensuring that the medals awarded truly stand as benchmarks of quality.

But the competition also offers producers a powerful tool for promotion and visibility. Winning a medal here means more than professional recognition: it brings tangible market advantages – increased trust among distributors, access to new export markets, international media exposure, and, often, a boost in sales.

In addition, Spirits Selection serves as a genuine networking platform. Producers connect with experts, communicators, importers, and retailers, while their stories travel further through the voices of judges and organizers. The competition builds bridges between cultures and markets, between tradition and innovation.

A Global Showcase for Tradition and Innovation

Ultimately, what remains is not just the tasting notes, but the image of a competition that brings together worlds, continents, and cultures in a single place. Spirits Selection by CMB is more than a medal podium: it is a stage where tradition meets innovation, where small and large producers alike join in a shared dialogue.

In Tequila, Mexico, I rediscovered not only the strength of an emblematic drink, but also the beauty of an international community of professionals united by the same passion. I left with the feeling that every glass we tasted was, in fact, a story told in the universal language of spirits.