A recent Wine Intelligence study shows that consumers’ knowledge of wine decreased between 2015 and 2019. But that does not mean that these consumers do not buy wine. So how do they choose their wines? Maybe they are attracted by a medal sticker on the bottle. Recently, the big wine competition Concours Mondial de Bruxelles (CMB) conducted a survey of producers who received medals in this competition. They also interviewed a number of wine merchants in Europe and the US to find out the significance of a medal for sales and marketing. The survey clearly shows, says Concours Mondial (which, one must remember, is not quite neutral in the question), that medals from the competition are of great importance.
78% of the wine producers who participated in the survey believe that a medal from the Concours Mondial de Bruxelles is important for their image. 77% believe that a medal has a positive effect on their sales. Especially lesser-known producers see a medal as a way to enter new markets.
According to the rules of the competition, a maximum of 30% of the wines participating in the Concours Mondial de Bruxelles can be awarded a medal. The Concours Mondial de Bruxelles 2020 was scheduled to be held in early May – with BKWine participating in the jury – in Brno, in the Czech Republic, but has been moved to September.
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