Jalisco promotes excellence in spirits with the Brussels World Competition, the most important of its kind in the world.
https://concoursmondial.com/es
62 beverage categories will be analyzed and 2,550 spirits from 70 countries will be evaluated, 20 percent of which are Mexican products.
Holding the competition in Jalisco represents a historic opportunity to establish the state as a global leader in the spirits industry.
Jalisco will become the epicenter for the evaluation and recognition of spirits, hosting the most prestigious competition of its kind in the world: the 27th edition of the Spirits Selection by Concours Mondial de Bruxelles.
Concours Mondial de Bruxelles – A global benchmark for wine competitions
Jalisco will be the capital of the Brussels 2025 World Spirits Competition
In this edition, from September 7 to 12, 2,550 spirits from 70 countries will be evaluated, 20 percent of which are Mexican products.
A total of 150 judges, of 42 nationalities, will analyze 62 beverage categories under a rigorous and internationally recognized evaluation system.
The competition will consolidate the international positioning of its spirits and strengthen the international promotion of its destinations; it has previously hosted events in Taiwan, Brazil, China, Mexico, Chile, Bulgaria, Belgium, and others.
Michelle Fridman Hirsch, Jalisco’s Secretary of Tourism, emphasized that one of the main benefits of hosting this competition lies in the broad media impact it generates, projecting Jalisco as a tourist destination and an international benchmark in the spirits sector.
“If we are already world-famous for iconic elements like mariachi and tequila, what better way to continue making waves and say that raicilla and wine are also made here, and that we also have some of the best cuisine in the entire country,” she said.
“We should immediately take advantage of this great media exposure so that many countries around the world will look at what’s happening in Jalisco and see us as a great tourist destination that continues to reinvent itself despite already being a world leader in tourism,” the Secretary added.
The competition activities will take place in three emblematic destinations in the state: Guadalajara, Tequila, and Puerto Vallarta.
The Riu Plaza Guadalajara Hotel will be the main venue, where the tasting and evaluation sessions will take place.
A team of experts has been available 24 hours a day to ensure that participants can dedicate time to exchange opinions and strengthen ties outside of the technical field.
Fridman Hirsch also confirmed that two new tequila routes will be presented during the competition, and the raicilla route will be strengthened.
“In a couple of years, we will surely be ready to present two wine routes here in the state of Jalisco to, once again, decision-makers, critics, the media, and many people who can help us promote this great wealth and diversity that Jalisco has,” he emphasized.
The competition will bring together highly recognized industry experts, producers, importers, and judges, whose participation strengthens the brands’ competitiveness and fosters collaboration among industry specialists.
“The 27th edition of the World Spirits Competition is the most important international spirits competition, with the largest number of samples worldwide. It will be held across three regions: Guadalajara, which will be the introduction for the judges; of course, the Magical Town of Tequila; and after following the raicilla route, we will conclude in Puerto Vallarta,” said Carlos Borboa, Latin American Director of the Concours Mondial de Bruxelles.
The competition results will be published on September 29th through the official website spiritsselection.com.
Borboa noted that this year, the judges will become international spokespersons for what Mexico, Jalisco, tequila, and raicilla represent; and added that, after 27 years of efforts to attract opinion leaders from around the world, today they celebrate that none of them resisted the invitation.
Jalisco is ready for this commitment, backed by its global leadership in spirits production. It is known for its unparalleled tradition in tequila production and the consolidation of raicilla, and both beverages will participate in this international competition.
Highlights of the program include a masterclass on tequila and raicilla, taught by Jaime Villalobos Sauza of the National Chamber of the Tequila Industry (CNIT).
There will be food and tequila tastings at Campo Azul, themed dinners organized by Tequila Makers of Los Altos Jalisco, Tequila Sauza, and Tequila Cuervo, and a raicilla experience at Taberna Tres Gallos.
As part of the cultural agenda, the judges will attend the International Mariachi and Charrería Gathering gala, which will take place on Sunday, September 7, at the iconic Degollado Theater.
This gala is part of the 32nd edition of the festival, which will be held from August 27 to September 7, 2025, in Guadalajara and various municipalities in Jalisco, with a program of more than 170 events.
Carlos Mateos, General Director of the International Mariachi and Charrería Gathering, emphasized that the private gala at the iconic Degollado Theater is dedicated to the special guests and judges of the competition.
He added that, with this event, they close the festival with a flourish and begin a new era in which they will continue to honor and strengthen the circles of Mexican identity.
Since 2006, the Spirits Selection by CMB has been a key promotional tool for host countries and regions, raising the profile of their spirits in global trade.
Its awards system is recognized as a benchmark within the spirits industry, influencing market trends and decisions. The rigorous selection of judges guarantees a high-quality evaluation process, which grants prestige to the award-winning brands.
The holding of the Spirits Selection by Concours Mondial de Bruxelles in Jalisco represents a historic opportunity to establish the state as a global leader in the spirits industry.
Beyond the technical evaluation, the event becomes a platform for international visibility that strengthens the competitiveness of Mexican brands, boosts tourism promotion, and celebrates the cultural richness of Jalisco.
Víctor Manuel Martínez Quesada, Coordinator of the Member Services Committee of the National Chamber of the Tequila Industry, was also present.
With a solid infrastructure, a deep-rooted tradition in the production of tequila and raicilla, and an agenda that integrates high-level sensorial and cultural experiences, Jalisco is consolidating itself as the ideal host for this world-class event.
To learn more:
● The Jalisco tequila industry represents one of the most important economic pillars of the country, with a production of more than 400 million liters by 2024.
● Raicilla has registered exponential growth, with a 307 percent increase in international sales in recent years.
● In July 2025, Jalisco was recognized nationally and internationally for setting the Guinness World Record for the largest tequila bottle display in the world, with 3,199 bottles gathered at Tequila Lab.
This achievement reinforces the state’s position as the epicenter of tequila culture and a strategic location for the Spirits Selection.
152 Mexican wines shined at the 2024 Brussels World Competition
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