Hong Kong International Wine & Spirits Fair Expands with New World of Spirits Zone

The 17th Hong Kong International Wine & Spirits Fair, organized by the Hong Kong Trade Development Council (HKTDC), will take place from November 6-8 at the Hong Kong Convention and Exhibition Centre, featuring a new World of Spirits zone that underscores Hong Kong's strengthening position in the global alcohol trade. This development comes amid market diversification and the Hong Kong government's reduction of liquor duty, which has encouraged industry growth and international brand participation. With 620 exhibitors from 21 countries and regions, the fair showcases beer, brandy, Chinese baijiu, Japanese sake, whisky, wine, vodka, and low- and non-alcoholic beverages, reflecting evolving consumer preferences and Hong Kong's strategic role in connecting global markets.

The inaugural World of Spirits zone features products from 13 countries and regions, including Chinese baijiu, brandy, gin, rum, tequila, vodka, and whisky. Chinese baijiu is a standout, 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 display its Flying Fairy Moutai and Golden Prince Moutai Prince, recognized as a 2024 Annual Golden Case in Activity Marketing. Luzhou Laojiao, listed in China's First National Intangible Cultural Heritage List, will present Luzhou Laojiao Antique Edition and Guojiao 1573, while launching a new baijiu on the fair's opening day. Wuliangye and Yanghe are integrating innovative technologies to appeal to younger, diverse markets, signaling a shift in traditional industries.

Jenny Koo, Deputy Executive Director of HKTDC, noted that the duty reduction on high-end liquor has positively impacted the industry and spurred diversified development. The World of Spirits zone allows buyers to explore global flavors, supported by nearly 20 activities promoting spirits market growth. International exhibitors hail from Argentina, Australia, Belarus, Brazil, Chile, Czechia, France, Germany, India, Ireland, Israel, Italy, Japan, Portugal, Russia, South Korea, Spain, and the United States, highlighting the fair's global reach. Homegrown brands are also rising, with Hong Kong Actor Timmy Hung's Hongjiaban Maotai blending traditional brewing with Hong Kong-style flavors and action movie culture, adhering to Maotai's ancient methods.

Other notable products include Austria's Martin & Ann Arndorfer Anina Verde, a top-tier natural wine, Italy's Don Carlo with its three-year brewing process, and Japan's Hyakusyun Junmai Daiginjo, made from locally grown Mino Nishiki sake rice using natural farming. For health-conscious consumers, Estonia's Punch Club OÜ offers organic, low-sugar, ready-to-drink cocktails, aligning with the growing demand for low-alcohol options. The fair also includes a Friends of Wine zone for gourmet food pairings, enhancing the tasting experience.

Spirits-related activities dominate the event schedule, with nearly half focused on this sector. Key events include the 2025 China Baijiu Culture International Promotion Asia Forum on November 6, co-hosted by the China Alcoholic Drinks Association and HKTDC, and the 2025 Hong Kong International Spirits Challenge Awards Ceremony on November 7, organized by the Hong Kong General Chamber of Wine & Spirits. Tomy Fong, an experienced Chinese baijiu connoisseur, will present Baijiu – The Rising Trend, while a Baijiu 101 Class on the final day, organized by VTC, will educate the public on baijiu culture and tasting methods.

Three Masters of Wine—Debra Meiburg, Jennifer Docherty, and Xing Wei—will lead events such as the Cathay Global Wine & Spirits Awards Asia Presentation Ceremony, a Wine Industry Conference on AI in wine business, and seminars on wines from unsung regions and Chinese terroir wines. They will join Carlito Chiu and Calvin Choi in a blind tasting event to select favorite wines and spirits for industry reference. Additional competitions include the HK Best Spirits Awards 2025, Hong Kong International Mixology Showdown 2025, and Mixology Party, alongside pairing sessions 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 the public aged 18 and above, offering sampling, purchases, and tasting experiences. Tickets are available at HK$220, with discounted HK$128 tickets from October 22 to November 7 via platforms such as https://www.hktdc.com/event/hkwinefair/en, CTG Bus, GoByBus, HK Liquor Store, HK01, HKGO, KKDay, KLOOK, lankwaifong.com, Trip.com, Winenow, Wai Shing Wine International CO., Ltd., and Trans-Island Chinalink. Buyers receive a Lucaris crystal wine glass while supplies last. This fair not only boosts Hong Kong's economy but also facilitates cross-border trade, helping brands expand globally and catering to diverse consumer trends in the post-duty reduction era.