Jalisco is set to host the world’s most prestigious spirits competition, the 27th Spirits Selection by Concours Mondial de Bruxelles. From September 7 to 13, this prestigious competition will bring together experts from around the world to evaluate 2,550 spirits, with 20% coming from Mexico. The event will take place across three of Jalisco’s most celebrated locations: Guadalajara, Tequila, and Puerto Vallarta.
A Global Showcase for Local Spirits
The competition will feature 150 judges from 42 countries, who will meticulously assess 62 categories of beverages. This diverse group of experts will use a rigorous, globally recognized evaluation system at the main venue, the Riu Plaza Guadalajara Hotel. Hosting the event provides a huge platform for Jalisco to strengthen the international reputation of its own spirits, including tequila and raicilla.
Michelle Fridman Hirsch, Jalisco’s Secretary of Tourism, emphasized the immense media exposure this event will generate. “If we’re already world-famous for iconic elements like mariachi and tequila, what better way to keep making headlines than by saying that we also make raicilla and wine here, and that we also have some of the best cuisine in the entire country,” she said. She added that this exposure will help position Jalisco as a top tourist destination that continues to grow and innovate.
Building on Tradition and Innovation
The competition is more than just an evaluation; it’s a strategic opportunity to promote Jalisco’s rich spirits heritage. Carlos Borboa, Latin American Director of the Concours Mondial de Bruxelles, noted that the judges will become international ambassadors for Mexican spirits. The event will also highlight new developments in the state’s spirit scene. Two new tequila routes will be unveiled, and the existing raicilla route will be enhanced. Secretary Fridman Hirsch also hinted at the future introduction of two new wine routes.
The competition’s agenda is packed with activities that blend business with pleasure. Participants can look forward to masterclasses on tequila and raicilla, including one led by Jaime Villalobos Sauza from the National Chamber of the Tequila Industry (CNIT). There will also be a variety of food and tequila tastings at places like Campo Azul and Tequila Cuervo, as well as a raicilla experience at Taberna Tres Gallos.
The results of the competition will be announced on September 29th on the official website, spiritsselection.com.
Celebrating Culture and Success
The event will also celebrate Jalisco’s cultural identity. As part of the festivities, the judges will attend a special gala at Guadalajara’s iconic Degollado Theater on Sunday, September 7. This event is a highlight of the 32nd Encuentro Internacional del Mariachi y la Charrería, which runs from August 27 to September 7. According to Carlos Mateos, General Director of the festival, this gala will be the perfect grand finale to the Mariachi and Charrería Gathering and an excellent beginning to a new era of honoring Mexican culture.
Jalisco’s selection as the host city is a testament to its status as a global leader in spirits production. The state’s tequila industry is a major economic engine, with production exceeding 400 million liters in 2024. Raicilla, a lesser-known spirit, has also seen remarkable international growth, with sales increasing by 307% in recent years.
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