Official Launch from China: Spirits Selection by CMB 2025 — Jalisco to Become the World Capital of Spirits!
Yinchuan, China – June 11, 2025. During the 32nd edition of the Concours Mondial de Bruxelles, held this week in Yinchuan, China, it was officially announced that the next edition of the Spirits Selection by CMB —the world’s most influential international spirits competition— will take place in the state of Jalisco, Mexico, from September 8 to 10, 2025.
The announcement was made by Carlos Borboa, Director for Latin America and North America of the Concours Mondial de Bruxelles, before judges, producers, buyers, journalists, and industry representatives from over 56 countries.
“It is with great enthusiasm and deep gratitude that I officially announce that the Spirits Selection by CMB 2025 will be held in the State of Jalisco, Mexico. We are truly honored to have the support of Governor Pablo Lemus Navarro and Secretary of Tourism Michelle Fridman Hirsch, who have embraced this project and opened the doors of their state to host the competition,” said Borboa.
The choice of Jalisco is no coincidence. The state offers world-class infrastructure, air and land connectivity, and a vibrant hospitality and culinary scene —making it an ideal destination for an international event of this scale.
Borboa also highlighted Jalisco’s strong cultural ties to the Mexican identity, as well as its natural, historical, and cultural richness.
“Few places represent the spirit of Mexico as powerfully as Jalisco. It is the birthplace of mariachi, charrería, and Tequila —but also a land of new cultural, culinary, and touristic expressions that evolve without losing their roots,” he added.
The 2025 edition of the Spirits Selection by CMB will be more than a technical tasting competition. It will bring together over 150 judges from more than 30 countries, selected for their expertise, professional reputation, and experience in the global spirits industry.
With this announcement, Jalisco is officially positioned as the next world capital of spirits. The organizers anticipate a landmark edition, with strong international participation and a special spotlight on Tequila, Raicilla, and other iconic Mexican expressions.
About the Spirits Selection by CMB
The Spirits Selection by Concours Mondial de Bruxelles is the leading international event dedicated exclusively to the evaluation of spirits from across the globe. Whisky, brandy, rum, vodka, gin, pisco, grappa, baijiu, and many more categories are blind-tasted and assessed by a jury of internationally recognized experts. In 2024, more than 2,700 samples were evaluated by 154 judges from 38 different countries.
While its primary goal is to highlight the world’s finest spirits and guide consumers in their purchasing choices, this traveling competition —established in 2006— has also become a powerful promotional platform for host countries and regions. Taiwan, Brazil, China, Mexico, Chile, Bulgaria, Belgium, and Guadeloupe are among its most recent destinations.
Beyond the tasting sessions, Spirits Selection offers a comprehensive program that includes technical visits, industry roundtables, and trend-focused conferences. This immersive format encourages dialogue, exchange, and collaboration among professionals. A full-time operations team ensures that participants can make the most of the experience, both in and beyond the tasting room.
One of the competition’s greatest strengths lies in its rigorous judge selection process. Every year, the panel is carefully curated to ensure impartiality, precision, and the highest standards of sensory evaluation. This commitment has made the Spirits Selection by CMB a globally trusted benchmark of excellence in the world of spirits.
