What a Wine Medal Really Means: Judging at the CMB

Ever wondered how those stickers come onto a bottle of wine? Those stickers with a rating of how good that wine supposedly might be. Well, maybe not about how the sticker comes onto the bottle in the most practical sense of the way, but what's the deal with those stickers, right? What does a 'gold medal' actually tells you? Let me explain how this works.

Quick sip, for the fast scanners

A medal is a shortcut for trust. Over 350 judges from 50 nationalities taste more than 10,000 wines each year, and the sticker distils that verdict onto the shelf.
Everything is tasted blind. Bottles arrive sleeved; judges know the category and the vintage, nothing else. No labels, no reputations, no bias.
Panels, not soloists. Four to six jurors per table, each with a different background, and statistics strip out the outlier scores before any medal is decided.
The 100-point system covers four things. Appearance, aromas, taste and overall impression, plus full tasting notes the winemaker receives afterwards.
The medal tiers mean something. Grand Gold above 92 points, Gold 89 to 92, Silver 86 to 89: a reliable guide when you are staring at a wall of bottles.

There are many of these kinds of competitions. You have the IWC (UK), Mundus Vini Germany), London Wine Competition, IWSC (UK) competitions and Concours Mondial de Bruxelles (BE) the star of this article. Winemakers can send their bottles in to be judged on their quality and afterwards can receive a ranking and thereby wine a "medal". That medal will be turned into a sticker, which they can choose to put on their bottles to show the final consumer that they are buying a good quality wine. A wine which is judged by many professionals previously.

Since 2022, I've done several judging competitions with Concours Mondial amongst others. At the, where I did two competitions on red and white wines, one competition on fortified and two competitions dedicated to Sauvignon Blanc alone. So, we are going to talk about what judging at a wine competition is all about! Let's have a look behind the scenes at Concours Mondial, shall we?

The Concours Mondial de Bruxelles a Truly Global Affair

Let me give you a little background info on the CMB first. Every year, the Concours Mondial moves to a new host city, emphasising its international character and offering a unique opportunity to explore the wine culture of different regions. From the historic vineyards of Calabria, Italy to the charm of Steiermark in Austria, it even reaches as far as Mexico, South Africa and even China. Each location serves as a vibrant backdrop to the celebration of wine.

The CMB is a wine (and spirits) competition held annually since 1994, this prestigious event has established itself as one of the most influential wine contests globally, shining a spotlight on the craftmanship and dedication that winemakers put into every bottle and proudly presenting. The competition welcomes entries from over 50 countries, representing the full spectrum of wine styles. With more than 10,000 wines submitted annually, the CMB has become a melting pot of tradition and innovation, showcasing everything from classic Bordeaux blends to lesser-known varietals from emerging regions. This global reach ensures that the competition remains inclusive and reflective of the evolving wine world.

You might wonder right? What makes the Concours Mondial so special? What is that judging all about and how does it shape the wine industry and guides consumers in their quest for a good bottle of (affordable) wine? Let's swirl the glass together shall we and have a closer look.

Calabria Straordinaria: the 2022 edition took the competition to the historic south of Italy. Image: Concours Mondial de Bruxelles.

The judges of the Sauvignon Selection in Steiermark, Austria 2024. Where's Wally? Somewhere in the middle! Image: Concours Mondial de Bruxelles.

The Judging Process is Rigorous, Fair, and Transparent

At the heart of the CMB lies its meticulously crafted judging process. Over 350 wine experts from 50 different nationalities convene to assess the entries. This panel is composed of sommeliers, wine journalists, oenologists, buyers, sales, social media influencers, and other seasoned professionals, ensuring a diverse range of perspectives on a single tasted wine.

Panel Collaboration: As a judge you will normally sit at a table with about 4 or 5 other jurors, each of us have a different background in wine as described above. And mostly we all have a different background of origin as well. We have one head juror at the table, who collects and makes sure that all the wines are tasted correctly, and if there might be a faulty bottle, the head juror makes sure a new bottle will be collected to re-evaluate the wine. The head juror is also involved in time keeping the jurors while tasting, that we hurry up, when we are pondering about a wine, or not to get lost in a heated discussing, when our scores come up miles apart from one another. That can happen ever so often. This way you can truly 'taste' the passion of wine through the glass of someone else, and I love learning about it every single time. The perspective of others is as valuable and intriguing at the same time. The most important part what I want to highlight is the collaborative nature of this process is to ensure balanced evaluations. This juror process fosters a meaningful dialogue and ensures no single opinion can skew the results.

The panels at work: tables of four to six jurors, every table its own mix of nationalities and professions. Image: Concours Mondial de Bruxelles.

My seat at the Sauvignon Selection: name card, flag and a keyboard for the tasting notes.

Yes, honestly each of those professionals, the judges all have a different perspective on the same wine we have in front of us. Even differences in the judge's country of origin have some display on which wine style they rather prefer or which they don't. If you are used to heavy tannic wines, then you can prefer wines that have a good dose of tannins, while others might find the wine too young or too tannic to be a 'ready to be drunk' wine. - My first hand 'table experiences', while judges deliberate on a wine weather it deserves a medal or not. It sometimes happens that we can fall miles apart with tasting as a group.

In the meantime, if you are getting curious on what tasting all different kinds of Sauvignon Blanc is all about, you can read my article "50 shades of Sauvignon" to get a grip of how it is as a judge tasting at the Sauvignon Selection by CMB.

Do you make Sauvignon Blanc yourself? Enter your wines in the Sauvignon Selection by CMB right here.

Margot van Lieshout nosing a glass of white wine while judging at the Sauvignon Selection by CMB — Nose first: working through a flight at the Sauvignon Selection by CMB.

The absolute cornerstone of the Concours Mondial wine competition is that all the wines are poured and tasted blind! As a judge we aren't given ANY information about the wines, apart from their general category, red or white wine, (which we can see in our glass), the wine' vintage, and nothing more. We seriously do not know anything else upfront before we taste the wines. All the bottles are sleeved when poured at the table. This approach eliminates any bias and allows for an impartial evaluation based solely on the wine's intrinsic qualities. As to my opinion, it should be anyway.

A sommelier holding a wine bottle hidden in a red Concours Mondial de Bruxelles sleeve for blind tasting — Sleeved and sealed: a sommelier presents a bottle the judges will only ever meet blind. Image: Concours Mondial de Bruxelles.

And I must share with you that all the wines are professionally arranged by the professional staff of CMB and blind poured by local sommeliers, and they do such an amazing job! They are a joy to have at the table. During the event of three days, you will have the same sommelier at your table, pouring your panel.

Rows of sleeved wine bottles prepared for blind tasting at the Concours Mondial de Bruxelles — Rows of sleeved bottles waiting for the panels: no labels, no reputations, no bias.

CBM's State-of-the-Art Scoring System

Wines are scored using a 100-point system, which considers several critical aspects:

Appearance (clarity, color intensity, and brilliance)
Aromas (complexity, intensity, and typicity)
Taste (balance, structure, and persistence)
Overall Impression (harmony and potential for aging)

The CMB asks of each juror to fill in their tasting notes as well, so the winemaker receives at the end of the competition a full description on the wine, with a complete aroma wheel, notes from a consumers and professional perspective and opinions shared. They can do with the data as they please.

Advanced software ensures precision and consistency in scoring, while statistical analyses identify anomalies, ensuring the highest level of credibility. This means that all the extreme scores of a juror table (each seating of jurors has an individual number), will be selected out. Scores that are too far off the rest of the group will not be taken into consideration.

Awards That Speak Volumes

Winning a medal at the Concours Mondial de Bruxelles is akin to receiving a stamp of excellence recognised worldwide, honestly. There are several medal categories:

Grand Gold Medal: Reserved for wines of exceptional quality that score above 92 points.
Gold Medal: Awarded to wines scoring between 89 and 92 points, highlighting their outstanding character.
Silver Medal: Recognising wines with scores between 86 and 89 points for their remarkable qualities.

(The scoring can change slightly due to the statistics, but the above a good indication of what you can expect from when you find/buy a bottle of wine that received a CMB medal.) For producers, these medals translate into market credibility and increased sales. For consumers, they act as a reliable guide, simplifying - the often daunting - task of selecting a wine from countless other options.

Scoring runs on tablets: every judge's notes and points feed the statistics that filter out the outliers. Image: Concours Mondial de Bruxelles.

The other end of the data: the full tasting report a winemaker receives after the competition, aroma wheel and all.

So, What Does This Medal Sticker Does for You?

For you as an everyday wine lover, these medals represent a certain trust and assurance of a worthy glass of wine. The competition's rigorous evaluation process means that a medal- winning wine has been scrutinised by some of the most incredible palates in the world.

Confidence in Quality: So, when you see a CMB medal on a bottle, you can be confident that the wine delivers exceptional quality for its price. Whether you're looking for a festive sparkling wine, a robust red, or a crisp white, the medal acts as a trusted endorsement.
Accessibility: The competition's global reach ensures that a broad array of wines, including those from emerging regions and lesser-known varietals, get their moment in the spotlight. For you as a wine lover, this means access to a diverse range of high-quality wines that might otherwise go unnoticed.
Education & Discovery: Beyond the medals, the CMB promotes wine education and discovery. Through its transparent scoring and detailed feedback, it demystifies wine evaluation, helping enthusiasts like us understand what makes a wine exceptional. It also highlights trends and innovations, giving consumers a glimpse into the future of the wine industry.

A Catalyst for the Industry

The Concours Mondial de Bruxelles isn't just beneficial for us wine consumers; it can be a real game-changer for winemakers, importers, and retailers alike. In my days working in retail, sales, marketing I can honestly confirm that it can help boast sales.

For winemakers; winning a CMB medal can be transformative. It's a powerful marketing tool that can open doors to new markets and enhances brand visibility. Producers from emerging regions in particular which can give them invaluable exposure, showcasing their potential to a global audience, which otherwise could have been a long dreadful road to recognition.

For importers & retailers; the CMB serves as a trusted source for discovering high-quality wines. Importers and retailers often use the competition's results as a benchmark, ensuring they offer customers wines that meet the highest standards.

For the wine community itself, these competitions foster a spirit of collaboration and innovation. By bringing together all these experts from different backgrounds, it encourages the exchange of ideas and the sharing of best practices, pushing the industry forward.

Adjusting to Future Needs

The Concours Mondial de Bruxelles is continually evolving to address the changing needs of the wine world. Recent years have seen the introduction of thematic sessions, such as those dedicated to, rosés, Sauvignon Blanc, South African wines or sparkling wines. These specialised tastings reflect growing consumer interest and industry trends. Which shows the dynamic character of the competition.

Sustainability is another key focus. The CMB is committed to promoting environmentally friendly practices, both in the competition itself and in the broader industry. By highlighting wines made with sustainable methods, it encourages producers to prioritise the health of our planet.

Sticker or No Sticker, that's the Question!

I am delighted to be part of the Concours Mondial de Bruxelles "family", they more than "just a competition". It brings people together, the winemaker and the consumer all at the same time, when the bottle has a medal.

The moment I walk along an ile of wine bottles, and I see a CMB sticker, I feel proud to have been part of that at some point or another. Still the important thing is, to buy a wine that you love, but when you dare to be bold enough and spice things up a bit! Try a bottle that you haven't tasted before, a bottle with a CMB medal sticker on it, it might just help you discover a whole new world of wine to you, just in your own glas. So, the next time you spot a bottle adorned with a CMB medal, remember that it's not just wine in your glass - it's a sip of excellence, passion, and tradition. Cheers to that!

Producers: whether you make red, white, rosé, sparkling or fortified wines, you can register your bottles for the next Concours Mondial de Bruxelles here.