Hong Kong International Wine & Spirits Fair Attracts Over 8,200 Buyers, Showcasing Global Market Diversification

The 17th Hong Kong International Wine & Spirits Fair concluded yesterday after three days of robust international participation, 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, reinforcing Hong Kong's strategic position in the global beverage trade ecosystem.

Jenny Koo, Deputy Executive Director of HKTDC, emphasized the fair's significance in advancing industry development and strengthening Hong Kong's role as a regional wine and spirits trading hub. The event's timing coincides with strategic policy developments, including last year's reduction of duty on high-end liquor announced in the HKSAR Chief Executive's Policy Address, creating favorable conditions for market expansion.

A notable development was the introduction of the new "World of Spirits" zone, which accounted for more than one-third of total exhibitors and featured spirits from 14 countries and regions. This expansion reflects the growing diversification in consumer preferences and the spirits market's evolution beyond traditional categories. The zone showcased whiskies, Chinese baijiu, brandy, tequila, gin, vodka, rum and other spirits, providing buyers comprehensive insights into global spirits cultures and emerging trends.

Chinese baijiu emerged as a particularly significant category, with the baijiu pavilion reaching record scale and featuring six of the "Top 10 Chinese Baijiu Brands." Luzhou Laojiao from Sichuan made a strategic debut with its "Guojiao 1573 · Beautiful Hong Kong" product, featuring bottle designs incorporating iconic Hong Kong landmarks. The company has been actively pursuing younger demographics through reduced alcohol content and lighter series, successfully attracting next-generation consumers and emerging market buyers.

Ryan Leung, Regional Brand Promotion Manager at Luzhou Laojiao, reported securing multiple orders during the event, including from hotel distributors and supermarket chains across South Africa, Malaysia, India, and Japan. This outcome reflects the brand's successful internationalization strategy and innovative positioning in global markets. Chen Neng En from Zhejiang Yuanguo Winery Industry Co., Ltd connected with approximately 50 buyers from India, Indonesia, Canada, and Southeast Asia, noting the fair's effectiveness in helping younger consumers discover baijiu.

International buyers recognized the unprecedented potential for Chinese liquor industry globalization. Kenneth Soh, Managing Director of Malaysian beverage distributor Luning F&B, plans to source both red and white wines from Ningxia while expanding the company's Chinese baijiu product line, with annual procurement expected to reach between USD million to USD5 million.

Beyond Chinese spirits, the fair showcased global diversity with Japanese sake, Irish whiskeys, Russian vodka, Austrian wines, and other international offerings. David Morris, Chief Executive Officer of the Australia China Business Council Tasmania, successfully connected with buyers and distributors from across Asia 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 in Hong Kong.

Local Hong Kong brands demonstrated strong export potential, with Forever Profits International Trading Limited's "MLW Whiskey Highball" expanding into both local and overseas markets just three months after launch. The low-alcohol beverage (6% ABV) now available at major Japanese department stores attracted significant attention from buyers in Chinese Mainland, Japan, Malaysia, Singapore, and Thailand. Business Development Director Queenie Lau reported receiving orders from several bars and overwhelming response from fair buyers.

The fair facilitated substantial 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, demonstrating buyer interest in diverse wine categories.

Educational components included 45 events exploring industry trends, 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 Tasmania, Hungary, South Africa, and China in her "Off the Beaten Path, Gems from Unsung Regions" seminar. Xing Wei hosted "Savour the Wines of Chinese Terroir," offering deep insights into unique wines from Chinese Mainland.

The blind tasting event selected 17 favorite wines and spirits covering multiple categories, including Hong Kong's first local whisky brand, Kowloon Distillery. Founder Max Rybinski noted the recognition significantly increased visibility and credibility among buyers who use the list for sourcing decisions. Multiple tasting sessions provided industry professionals comprehensive understanding of different origin characteristics, attracting numerous buyers and enthusiasts who actively participated in knowledge sharing and interactive engagement.

The event's hybrid EXHIBITION+ mode enabled continued business engagement through the HKTDC Marketplace App's Scan2Match function and Click2Match smart business matching platform, extending networking opportunities until November 15, 2025. The public day featured a Mixology Party with professional bartenders from Hong Kong, Indonesia and Korea, including mixologists from bars listed in the "Asia's 50 Best Bars 2025" list, drawing enthusiastic participation from wine lovers.