A medal from an internationally recognized competition can have a real impact on sales. An informal survey by Concours Mondial de Bruxelles (CMB) among buyers shows that a medal from the competition boosts wine sales by between 18% and over 40%. The percentage differs among countries: in Belgium, for instance, a Gold CMB medal helps boost sales by 18%. Spanish buyers report an increase of 20 to 30% of award winning wines. For retailers in Portugal and Bulgaria, a CMB medal sticker helps sales by over 40%.
Medal stickers from Concours Mondial de Bruxelles act as quality guide and provide reassurance especially for those who have not had previous experience with the wine or the brand (the brand is relatively unknown). Customers tend to use wine awards as a guide to help them select a wine they did not know anything about or purchase a wine for a special occasion, or as a gift.
“Grand Gold” and “Gold medal” stickers are viewed as more important than silver, the informal CMB survey shows. The consumer identifies a gold medal wine as a better “offer” and would chose it over a silver medal wine in the same price category.
Stickers indicating a medal are common in wine shops, grocery stores and supermarket chains. A Concours Mondial analysis of medal sticker orders shows that 69% of countries distinguished by a medal in 2016 ordered stickers. The top 10 medal sticker ordering countries in 2016 were France, Spain, Italy, Portugal, South Africa, Bulgaria, Chile, Greece and Mexico. An increase in bottle sticker orders in 2017 compared to 2016 is noted also in countries with a smaller number of accolades, like the Republic of Macedonia and Slovenia.
A significant part of the revenue generated by medal sticker orders is being invested in post-event quality checks of the awarded wines. Concours Mondial de Bruxelles is the only competition that conducts checks on award-winning entries after the competition by comparing a selection of the products with an anonymously-bought sample from the same batch. The checks are designed to ensure consumers the highest level of satisfaction from wines endorsed by a ’Concours Mondial de Bruxelles’ award.
Furthermore, the organization of the Concours Mondial de Bruxelles is monitored annually by the Federal Public Service Economy of the Belgian government, which focuses primarily on the way medals are awarded and distributed.
The competition’s evaluation process is based on the model designed by OIV and the International Oenologists’s Union, allowing for up to 30% of the entries to be awarded. Concours Mondial de Bruxelles is even stricter in its evaluation, assigning accolades to only 27-29 % of the competing wines.
A CMB medal provides exposure for the producer and a reliable buying cue for the consumer.
The 25th CMB will be held from May 10 to 13, 2018, in the Haidian district of Beijing.
Closing date for entries and samples collection: March 1, 2018.
Information about registration: http://www.concoursmondial.com/en/registration/