Wines awarded at wine competitions: OIV to increase the percentage

Among the resolutions that the International Organisation of Vine and Wine may adopt at its upcoming general assembly in Moldova, there is one concerning the percentage of samples awarded a medal. It could increase from 30 to 32-33%: here’s why

The world of international wine competitions is fascinating, but its dynamics are often unknown, even to wine industry professionals. Each year, according to a rough estimate, approximately 22,000 wines receive a medal in Europe. Not all “wine awards“, however, agree to be monitored by external auditors, who guarantee the correctness of the work of juries and organizers. Among the guardians of international wine competitions is the OIV, the International Organisation of Vine and Wine. A sort of Vatican of Wine, composed of representatives from 50 countries worldwide, both producers and consumers, headquartered in Dijon, France.

The news of recent hours—quite sensational—is that the OIV itself may increase the maximum percentage of award-winning wines at competitions to which it grants patronage. This could increase from the current 30% to 32-33%. Moreover, allowing the inclusion among medal-winning wines of all those that obtained the same decimal score equal to the minimum threshold. Currently, however, the regulations stipulate that wines tied at the last useful score threshold are excluded if their inclusion would result in exceeding the overall 30% threshold. The Organisation of Vine and Wine will soon adopt an important resolution on the matter, during the 23rd General Assembly and 46th World Congress, to be held from June 16 to 20, 2025 in Chisinau, capital of the Republic of Moldova.

An event that Winemag will follow live, on location. “The OIV—confirms the press office to our publication—is currently working on revising and updating the OIV Standard for International Competitions of Wines and Spirits of Vitivinicultural Origin. This work is not yet complete. Therefore, we are currently unable to comment on the matter.” Pending the verdict, several nations have reportedly already expressed themselves in favor of loosening the restrictions, thus increasing by 2-3% the maximum percentage of award-winning wines at OIV-patronized wine competitions. France would still be on standby, whose representatives carry significant weight in the Organisation’s dynamics.

Among those in favor is Italy, determined—together with representatives from numerous other leading European countries—to reduce the gap between wine competitions patronized by the OIV and those that “go it alone.” Without external auditors. Because this is precisely the underlying reason that is leading the Organisation of Vine and Wine to show itself less restrictive than in the past. Some international wine competitions not patronized by external bodies actually award medals to as much as 50-70% of entered wines. With consequent devaluation of the intrinsic value of medals. And, perhaps, of the credibility of the competition itself and the competition system in general. But certainly with excellent results for the organizers’ coffers, since entering samples has a rather significant cost for producers.

In most cases, these are “non-OIV” wine competitions organized at the national level, with wines coming primarily from the host nation. Striking, above all, is what happens in Hungary. While VinAgora International Wine Competition, the international competition organized annually in Budapest with OIV patronage, awards (by regulation) a maximum of 30% of entered wines, the competing Hungarian competition—called Wine Lovers Awards—awarded approximately 700 of the roughly 1,000 entered samples in 2023. Obviously operating outside OIV control. And exploiting the reputation of some wine professionals invited to judge without any compensation (in some cases, without even reimbursement for travel and accommodation expenses).

After all, international wine competitions have now become a real business. The organizers of Concours Mondial de Bruxelles know this well, a true medal and edition machine, even in “exotic” locations. Just think of the recent edition in Mexico, where out of 841 Mexican wines and spirits entered in total, 252 won medals (182 wines and 70 spirits). So much so that the organizers are already working on the 2025 edition, to be held in Chihuahua in November.

CMB—organized by the Belgian company Vinopres without any OIV patronage—has unleashed a tornado in recent years. Not only by organizing tasting sessions in various states—the Balkans, Romania, and Italy (central-southern), to name just a few—but even aggressively entering the Horeca sector. In addition to awarding medals based on single-varietal selections (example: the recent Sauvignon Selection held in Burgas, Bulgaria, from April 11 to 13, 2025) or by wine type (fortified, sparkling, rosé), Concours Mondial de Bruxelles has launched an innovative business model. It’s the “Wine & Spirits Experience by CMB“, which is developing “the opening of Wine Bars and Wine Corners in cities and airports around the world“.

“Tasting stations—according to the competition’s official website—dedicated exclusively to wines awarded in CMB competitions.” One of the “wine bars” featuring medal-winning wines from the competition was opened in a luxurious location in South Korea, thanks to local intermediaries who reached an agreement with the Belgian organizers. In short, a comprehensive commitment that no longer goes unnoticed in the sector (and now also in its related industries).

A phenomenon that sparks debate and is destined to change the sector’s dynamics, as the possible loosening of restrictions by the International Organisation of Vine and Wine on international wine competitions may soon demonstrate. A multiplicity of interpretations, philosophies, and business models that, it should not be forgotten, risks confusing the consumer instead of guiding them in choosing the best international wines. For everything else, there’s Mastercard.