Hong Kong International Wine & Spirits Fair Concludes with Strong Global Buyer Turnout, Highlighting Market Diversification
The 17th Hong Kong International Wine & Spirits Fair attracted over 8,200 trade buyers from 57 countries, showcasing the growing global demand for diverse alcoholic beverages and reinforcing Hong Kong's position as a regional trading hub.
The 17th Hong Kong International Wine & Spirits Fair concluded successfully after three days, attracting over 8,200 trade buyers from 57 countries and regions. Organized by the Hong Kong Trade Development Council (HKTDC), the event featured more than 620 exhibitors from 23 countries showcasing wines and spirits from over 40 origins. The fair's significance lies in demonstrating Hong Kong's strengthened position as a regional wine and spirits trading hub while highlighting shifting consumer preferences toward diverse beverage categories.
Jenny Koo, Deputy Executive Director of HKTDC, emphasized the event's role in industry development and Hong Kong's hub status. The newly introduced "World of Spirits" zone represented a major evolution, accounting for more than one-third of total exhibitors and featuring spirits from 14 countries and regions. This expansion follows the Hong Kong Special Administrative Region Chief Executive's announcement in last year's Policy Address to reduce duty on high-end liquor, signaling government support for sector growth.
Chinese baijiu emerged as a standout category, with the pavilion reaching record scale and featuring six of the "Top 10 Chinese Baijiu Brands." Luzhou Laojiao from Sichuan made a notable debut with its "Guojiao 1573 · Beautiful Hong Kong" product featuring iconic Hong Kong landmarks. Ryan Leung, Regional Brand Promotion Manager, reported securing multiple orders from international markets including South Africa, Malaysia, and India, reflecting successful internationalization efforts. The brand has actively pursued younger demographics through lower alcohol content and lighter series, successfully attracting next-generation consumers.
Chen Neng En from Zhejiang Yuanguo Winery Industry Co., Ltd connected with approximately 50 buyers globally, including from India, Indonesia, Canada, and Southeast Asia. International buyers recognized China's liquor industry potential, with Kenneth Soh, Managing Director of Malaysian beverage distributor Luning F&B, planning annual procurement reaching between USD million to USD5 million for both Chinese baijiu and wines from Ningxia.
Beyond Chinese spirits, the fair showcased global diversity including Japanese sake, Irish whiskeys, and Austrian wines. David Morris, Chief Executive Officer of the Australia China Business Council Tasmania, successfully connected with Asian buyers to promote Australian whisky. Einav Nixon, Commercial Consul and Head of the Israel Economic and Commercial Mission in Hong Kong and Macau, noted significant market potential for Israeli wines despite their current niche status.
Local Hong Kong brands gained substantial international attention. Queenie Lau, Business Development Director of Forever Profits International Trading Limited, reported that their "MLW Whiskey Highball" expanded into overseas markets within three months of launch, attracting buyers from Chinese Mainland, Japan, Malaysia, Singapore, and Thailand. The product's 6% ABV caters to growing demand for low-alcohol beverages.
The fair facilitated significant business collaborations, including a Memorandum of Understanding between Hong Kong Dragonfly International Group Limited and Xinjiang's Sunyard Vinery for a RMB300,000 collaboration covering low-alcohol sparkling wine, premium white wine, and rosé. Korean buyer Eunbin Park from Shinsegae L&B initially allocated USD20,000 for Portuguese wines but considered an additional USD10,000 order for Australian wines after being impressed by their quality.
Forty-five events provided industry insights, with three Masters of Wine hosting key sessions. Debra Meiburg discussed AI's transformation of the wine industry in the Wine Industry Conference: AI in Wine Business, while Jennifer Docherty introduced wines from unsung regions including Tasmania and Hungary. Xing Wei hosted "Savour the Wines of Chinese Terroir," highlighting unique mainland Chinese wines. The blind tasting event selected 17 favorite wines and spirits, including Hong Kong's first local whisky brand, Kowloon Distillery, significantly increasing its visibility among international buyers.
Multiple tasting sessions provided deep dives into regional characteristics, while the public day featured a Mixology Party with professional bartenders from Hong Kong, Indonesia, and Korea, including representatives from bars listed in "Asia's 50 Best Bars 2025." The event operated under HKTDC's EXHIBITION+ hybrid mode, allowing continued business negotiations through the Click2Match smart business matching platform until November 15, 2025.