The Spirits Selection by Concours Mondial de Bruxelles, the most prestigious global event for the evaluation and recognition of spirits, will change its original venue from Asia to Jalisco in October 2025. This news was well received as Jalisco is home to two of the most emblematic spirits with appellations of origin in Mexico: tequila and raicilla. The designation of Jalisco as the event's location was the result of the efforts of Michelle Fridman Hirsch, Secretary of Tourism, under the mandate of Pablo Lemus Navarro, Governor of Jalisco, and Mauro Garza Marín, Coordinator of Economic Growth and Development.
The president of the competition, Baudouin Havaux, highlighted that the choice of Jalisco is due to its cultural, historical, and productive richness, as well as its leadership in spirit production. The preparation of the event will include conferences, visits to production houses, and a team available 24/7 to ensure the optimal development of the contest. The event will provide an opportunity to strengthen the international presence of tequila and raicilla, with the participation of more than 2,700 samples evaluated by 154 tasters from 38 countries at the previous edition.
The holding of the competition in Jalisco will bring economic benefits by positively impacting the tourism, hotel, and gastronomic sectors of the region. Furthermore, it will promote Jalisco's tourism and culinary offerings internationally, strengthen the spirits industry in international markets, and foster strategic connections between local producers and global experts.
The tequila and raicilla industry in Jalisco has experienced significant growth in recent years, with a 307% increase in international raicilla sales. The solid hotel infrastructure, connectivity, and first-class venues in Jalisco ensure the logistical success of the event in 2025. Although the exact dates of the competition have not yet been revealed, it is expected that logistical details, including venues and participating countries, will be defined in the coming months.
