For the first time, the China International Import Expo (CIIE) will feature a professional wine tasting event presented by the Concours Mondial de Bruxelles (CMB) — one of the world’s top three wine competitions, often hailed as the "Oscars of the Wine World". Held in the Food and Agricultural Products Exhibition Area, the event will showcase award-winning wines from renowned vineyards around the globe, offering visitors a one-of-a-kind sensory experience. Industry experts and leading figures have also been invited to present a unique sensory journey for Chinese consumers. Through a series of masterclasses, tasting sessions, and professional forums, the event will take participants deep into the world of wine—from the terroir and viticulture to the artistry of winemaking and the refined craft of tasting—offering an immersive introduction to the expertise and culture behind every bottle.

CMB was founded by Mr. Louis Havaux in 1994 in Brussels, Belgium. Over the past three decades, it has grown into one of the most authoritative and respected events in the global alcoholic beverage industry. Widely recognized by both industry professionals and consumers, CMB serves as a trusted benchmark for wine selection. Due to its rotating global locations each year, the event is also known as the "Wine Olympics". Today, CMB encompasses 14 specialized competitions covering wine, spirits, beer, sake, and more. Each year, over 15,000 entries from around the world are evaluated, making it one of the largest and most influential events of its kind.

Far right: Mr. Baudouin Havaux, current Chairman of CMB

With decades of experience, CMB has developed a highly scientific and rigorous evaluation system. It works in close collaboration with the Leuven Statistics Research Centre, ensuring that every event is designed with strict statistical modeling and impartiality at its core. The event is also subject to dual oversight by both the European Union and the Kingdom of Belgium, further reinforcing its credibility. For wineries and alcohol producers around the world, a CMB medal is widely regarded as a "passport of quality", helping products gain recognition and access across international markets.

2025 CIIE Event Schedule–CMB Special Program Highlights

(The main presentation methods are lectures and tastings.)

November 6 (Thursday)

14:45-15:15 Emerging Supply Chains: Ushering in a New Cycle for the Wine & Spirits Industry

15:30-16:00 Fermenting the Future: Seeking Answers Across Vast Landscapes

November 7 (Friday)

11:15-11:45 Wine and Life: Every Sip Tells a Story

14:45-15:15 Crowned with Glory: A Journey Through Award-Winning Terroirs

November 8 (Saturday)

11:15-11:45 Unlocking the Secrets of Iconic Global Wineries

14:45-15:15 Taste of Portugal

November 9 (Sunday)

11:15-11:45 Crowned with Glory: A Journey Through Award-Winning Terroirs

14:00-14:30 The "Powerhouse" of Wines — Fortified Wine

November 10 (Monday)

11:15-11:45 Italian Icons: A Premium Wine Tasting Experience

For more exciting sessions, welcome to the CMB Special Event Area at Booth 8.2C7‑05. A dedicated Free Tasting Zone will also be available on-site, featuring a curated selection of award-winning wines from recent editions of the CMB. We welcome all visitors to stop by and enjoy.

Highlights from Past CMB Events

On-site Judging at the 2025 Concours Mondial de Bruxelles

Wine Masterclass at the 2025 Concours Mondial de Bruxelles

Spirits Expert Training at the 2024 Concours Mondial de Bruxelles (Spirits Selection)

Spirits Expert Training at the 2024 Concours Mondial de Bruxelles (Spirits Selection)

The 9th CIIE will be held in Shanghai from November 5 to 10, 2026. Overseas companies are welcome to register early to secure their "entry ticket." Interested overseas companies can submit their registration information on the CIIE official website (www.ciie.org) under Enterprise & Business Exhibition–Exhibitor Registration. Returning exhibitors may register directly by contacting CIIE staff.

For any inquiries, please contact us at exhibition@ciie.org

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