Hong Kong International Wine & Spirits Fair Expands with New World of Spirits Zone
The 17th Hong Kong International Wine & Spirits Fair launches a dedicated World of Spirits zone, capitalizing on reduced liquor duties to strengthen Hong Kong's position as a global trade hub while showcasing rising homegrown brands alongside international offerings.
The 17th Hong Kong International Wine & Spirits Fair, organized by the Hong Kong Trade Development Council, will take place from November 6-8 at the Hong Kong Convention and Exhibition Centre, featuring over 620 exhibitors from 21 countries and regions. This year's event marks the debut of the World of Spirits zone, highlighting Hong Kong's evolving role as a comprehensive wine and spirits trade platform following last year's duty reduction on high-end liquor. The fair will showcase beer, brandy, Chinese baijiu, Japanese sake, whisky, wine, vodka, and low-alcohol beverages to industry professionals and buyers.
Jenny Koo, Deputy Executive Director of HKTDC, noted that the duty reduction has encouraged diversified development in the spirits market. The new World of Spirits zone allows buyers to explore global spirits varieties, with nearly half of the fair's 20 activities focused on spirits to promote market diversity. The zone features spirits from 13 countries and regions, including Chinese baijiu, brandy, gin, rum, tequila, vodka, and whisky. Chinese baijiu is particularly prominent, with six of the Top 10 Chinese Baijiu Brands participating, such as Kweichow Moutai, Jiangsu Yanghe, Wuliangye, Luzhou Laojiao, Jiannanchun, and Langjiu from Sichuan.
Kweichow Moutai will showcase its Flying Fairy Moutai and award-winning Golden Prince Moutai Prince, recognized as a 2024 Annual Golden Case in Activity Marketing. Luzhou Laojiao, inscribed in the First National Intangible Cultural Heritage List of China, will present Luzhou Laojiao Antique Edition and Guojiao 1573, launching a new baijiu on the fair's opening day. Wuliangye and Yanghe demonstrate innovation by integrating technology to target younger, diverse markets. Homegrown brands like Hong Kong Actor Timmy Hung's Hongjiaban Maotai blend traditional brewing with Hong Kong-style flavors and action movie culture.
International offerings include Austria's Martin & Ann Arndorfer Anina Verde, a top-tier natural wine, and Italy's Don Carlo, with a three-year brewing process. Japan's Hyakusyun Junmai Daiginjo uses locally grown Mino Nishiki sake rice through natural farming methods. With rising demand for low-alcohol options, Estonia's Punch Club OÜ specializes in organic, low-sugar, ready-to-drink cocktails. The Friends of Wine zone complements beverages with gourmet foods.
Spirits-related activities aim to help the industry seize new opportunities. The 2025 China Baijiu Culture International Promotion Asia Forum, co-hosted by the China Alcoholic Drinks Association and HKTDC on November 6, and the 2025 Hong Kong International Spirits Challenge Awards Ceremony on November 7, honor outstanding baijiu brands. Tomy Fong will present Baijiu – The Rising Trend, while a Baijiu 101 Class on the final day, organized by VTC, allows public engagement with baijiu culture. Three Masters of Wine—Debra Meiburg, Jennifer Docherty, and Xing Wei—will host events including the Cathay Global Wine & Spirits Awards Asia Presentation Ceremony, a Wine Industry Conference on AI in wine business, and blind tasting sessions. Other competitions include the HK Best Spirits Awards 2025 and Hong Kong International Mixology Showdown 2025, with pairing events like the WINE LUXE Hong Kong TOP 10 Wine Pairing Restaurant Awards Presentation Ceremony 2025 and Sake-Chinese Food Pairing.
On the final day, the Wine Fiesta Zone opens to public ticket holders aged 18 or above for sampling and purchases, with tickets available via platforms such as https://www.hktdc.com/event/hkwinefair/en. The fair underscores Hong Kong's strategic position in leveraging policy changes and global connections to drive spirits trade growth.