The 17th Hong Kong International Wine & Spirits Fair wraps up on a high note with over 8,200 buyers and 620 exhibitors, unveiling new spirit trends, record baijiu showcases, and a thriving programme of tastings, collaborations, and industry events.
The 17th Hong Kong International Wine & Spirits Fair, organised by the Hong Kong Trade Development Council (HKTDC), welcomed over 8,200 trade buyers from 57 countries and regions from 6 to 8 November. This year, the new “World of Spirits” zone made a strong debut, showcasing spirits from 14 countries and regions, including six of the “Top 10 Chinese Baijiu Brands”. Homegrown brands also added a distinctly Hong Kong flavour, and gaining attention from international buyers. On the final day, the “Wine Fiesta” zone drew 11,000 visitors who sampled and purchased wines and participated in master classes, tasting sessions, and seminars.
Jenny Koo, Deputy Executive Director of HKTDC, said: “This year’s Wine and Spirits fair brought together over 620 exhibitors from 23 countries and regions. In addition to Chinese Mainland, Hong Kong, and Taiwan, we welcomed exhibitors from the rest of Asia, Europe, and the Americas, who showcased wines and spirits from more than 40 origins. Seminars, networking events, competitions and tasting sessions were held to further industry development and reinforce Hong Kong’s role as a regional wine and spirits trading hub.”
“Following the HKSAR Chief Executive’s announcement in last year’s Policy Address to reduce the duty on high-end liquor, this year’s Wine & Spirits Fair introduced a new World of Spirits zone. Exhibitors in this zone accounted for more than a third of the total, and featured whiskies, Chinese baijiu, brandy, tequila, gin, vodka, rum and more from 14 countries and regions, allowing buyers to gain deeper insights into the cultures and trends of various spirits,” she added.
Chinese baijiu targets new generation
Chinese baijiu was a highlight in the “World of Spirits” zone, appearing with its largest- ever pavilion. One of the exhibitors, Luzhou Laojiao from Sichuan, made a grand debut on the first day of the Wine & Spirits Fair by launching a brand-new product, “Guojiao 1573 · Beautiful Hong Kong”. The bottle design pays homage to Hong Kong’s iconic landmarks. The brand has been actively appealing to younger consumers by lowering alcohol content and rolling out lighter series—an approach that has successfully attracted next-generation drinkers and emerging market buyers.
Chen Neng En from Zhejiang Yuanguo Winery Industry Co., Ltd, said, “Participating in this fair in Hong Kong has given us a deep sense of the market’s diversity and vibrancy, helping younger consumers discover baijiu. We connected with some 50 buyers from across the globeincluding India, Indonesia, Canada, and various countries and regions in Southeast Asia. These included import liquor agents, high-end restaurateurs, and boutique liquor retailers.’’
Meanwhile, buyers believe that China’s liquor industry is showing unprecedented potential for internationalisation. Kenneth Soh, Managing Director of Malaysian beverage distributor Luning F&B commented , “We have already imported some Chinese baijiu, but have yet to introduce wines from Chinese Mainland. I am planning to source both red and white wines from Ningxia, while also expanding our Chinese baijiu product line.”
Global wines cater to diverse tastes
The Wine and Spirits Fair also featured a wide range of global offerings, from Japanese sake and Irish whiskeys to Russian vodka and Austrian wines – demonstrating the fair’s role in helping brands both “bring in” and “go global”.
The event also facilitated new partnerships. Derek, Chairman of Hong Kong Dragonfly International Group Limited signed a Memorandum of Understanding (MoU) with Zhang Qin, the brand representative of Xinjiang’s Sunyard Vinery, for a collaboration valued at RMB300,000. The agreement covers low-alcohol sparkling wine, premium white wine and rosé, reflecting growing interest in diverse wine categories.
Exciting Events Explored Market Trends
During the three days, 45 events delivered insights into evolving industry trends. Three Masters of Wine, Debra Meiburg, Jennifer Docherty, and Xing Wei, hosted key sessions. Debra Meiburg discussed how AI is transforming the wine industry in Wine Industry Conference: AI in Wine Business; Jennifer Docherty led a seminar titled Off the Beaten Path, Gems from Unsung Regions, introducing wines from Tasmania, Hungary, South Africa, and China and featuring a tasting session. While Xing Wei hosted Savour the Wines of Chinese Terroir, offering a deep dive into unique wines from Chinese Mainland.
The Wine & Spirits Fair brought back its blind tasting event, hosted by Master of Wine, Xing Wei, sommeliers Carlito Chiu and Calvin Choi. They selected 17 standout wines and spirits, covering red wine, white wine, Chinese baijiu, sake/rice wine, whisky, and other spirits. These specially selected wines and spirits had special labels affixed at the fair for easy identification.
Among the selections, Hong Kong’s first local whisky brand, ‘Kowloon Distillery’’ was included in the whiskeys and spirits list. Max Rybinski, Founder of Kowloon Distillery, said, “This recognition has greatly increased our visibility. Many buyers use this list to source products which enhances the credibility of our offerings and underscores the value of our high-quality ingredients.”
Multiple tasting sessions also took place, offering deeper insights into regional styles and production methods. Highlights included the Cathay Global Wine and Spirits Awards Asia Winner Tasting, Exploring Yamagata Sake Terroir and Sichuan Brews, Qiong Charm – Savoring Together in Fragrant Harbor – Qionglai Production Area Tasting Event.
On the public day, a lively Mixology Party featured professional bartenders from Hong Kong, Indonesia and Korea. Among them were mixologists from bars listed in the “Asia’s 50 Best Bars 2025” list, drawing enthusiastic participation.
Under the EXHIBITION+ hybrid mode, buyers could use the Scan2Match function of the HKTDC Marketplace App to scan exhibitors’ unique QR codes during the physical exhibition. They could also bookmark favourite exhibitors, browse product information and continue discussions with exhibitors online after the show. Exhibitors and buyers could engage in online business negotiations and match through the Click2Match smart business matching platform.
For more information, visit: www.hktdc.com/event/hkwinefair/en
