Highlights of the successful 16th Hong Kong International Wine & Spirits Fair 2024

The 16th Hong Kong International Wine & Spirits Fair, which concluded on 9 Nov 2024, drew over 8,200 trade buyers from 61 countries and regions, and provided a vibrant showcase for the evolving world of wines and spirits.

Organised by the Hong Kong Trade Development Council (HKTDC), the three-day event included more than 50 activities, including seminars and tasting sessions that fostered trade connections and highlighted key trends. The fair’s public day drew over 10,000 visitors, underscoring its role as a premier event for both industry professionals and enthusiasts. Here are some highlights.

Expanding opportunities and global reach

This year’s fair marked a new chapter in the global wine and spirits industry as Hong Kong’s recent liquor duty reduction set the stage for business growth. Sophia Chong, Deputy Executive Director of HKTDC, highlighted the enthusiasm from ASEAN countries and other Asian markets. The duty reduction drew exhibitors and buyers alike, facilitating business discussions that reflected a renewed interest in positioning Hong Kong as a regional trade hub.

The event included a vast array of offerings, from Chinese baijiu to classic European wines, along with innovative spirits. Top names like Guizhou Jin Jiao Liquor Industry Group signed significant distribution agreements, showcasing Chinese baijiu’s growing appeal. Meanwhile, Clonakilty Distillery from Ireland met over 30 potential buyers within the fair’s first day, indicating strong demand for premium whiskey as buyers responded positively to the duty reduction’s impact on pricing.

A unique highlight was Hong Kong’s first winemaker in Italy, Stef Yim, who shared his journey at the fair. His Azienda Agricola Sciara 760 Metri Etna Rosso, crafted from Sicily’s volcanic soil, offers a distinctive profile shaped by mineral-rich terroir. As one of the fair’s most compelling speakers, Yim shared how volcanic conditions influence his wines, his winemaking doctrine and the grape species he had the pleasure of working with: 120-year-old Nerello Mascalese vines. “Mount Etna’s terroir are abundant with minerals, and yields different aromas and structure,” Yim noted during his session.

At the Wine Industry Conference 2025, Master of Wine Debra Meiburg hosted a seminar on Gen Z and millennial trends with a full female panel of industry experts. The panel noted the surge in cocktail culture driven by vibrant colours and shareable aesthetics that make an impact on social media.

This year’s fair underscored two emerging trends in the spirits market: lower-alcohol options and taste-driven cocktails, both of which resonate with younger, wellness-conscious consumers. The panel discussed the growing popularity of lower-ABV tipples and natural wines, a movement fuelled by the newer generation’s consumers seeking more balanced consumption.

This shift aligns with a broader focus on well-being, with consumers in Asian markets showing particular interest. Meanwhile, discussions on sustainable winemaking encouraged producers to adopt practices that build trust with eco-conscious consumers.

The mixology scene also made a mark with flavour-forward cocktails that prioritised freshness and natural ingredients. Lan Kwai Fong Concepts presented a signature cocktail, HK & Suit, during the public day, incorporating Japanese Akori Gin and tropical fruit flavours. This trend for taste-focused cocktails demonstrated a pivot towards drink experiences that are rich in complexity yet mindful of alcohol content, appealing to a diverse audience looking for innovative yet tasty drinks.

Chinese wines and spirits commanded significant attention, with baijiu brands like Guizhou’s Moutai and Zhenjiu illustrating the depth and diversity of Chinese distillation. This year’s fair saw a 60% increase in participation from Mainland China, emphasising China’s rising presence in the international spirits arena. Guizhou Jin Jiao Liquor secured agreements with Hong Kong distributors, expanding its high-end baijiu reach to Southeast Asia with plans for deals valued in the millions of RMB, thanks to Hong Kong’s favourable tax environment.

Additionally, fine wines from Xinjiang, Yantai, Ningxia, and Shaoxing were prominently featured, reflecting the diversity of China’s viticulture. Chateau Xianghai from Xinjiang found new interest from buyers in the ASEAN region and the United States, cementing the fair’s role in creating international pathways for Chinese wine. The diversity in Chinese offerings, from baijiu to regional wines, captured global interest, with attendees recognising the unique profiles these products bring to the international stage.

The 2024 Hong Kong International Wine & Spirits Fair showcased the vibrant intersection of heritage and innovation, with a clear nod to globalisation and modern consumer trends. With over 50 events dedicated to networking, tastings, and knowledge sharing, attendees left with a sense of the industry’s direction—one that favours diverse expressions, quality craftsmanship, and sustainable practices.

With the HKTDC’s EXHIBITION+ hybrid mode, which extends opportunities for virtual follow-ups through the Click2Match platform, exhibitors and buyers can continue their conversations well beyond the fair’s conclusion, fostering long-term growth in the industry.

In essence, this year’s fair reaffirmed Hong Kong’s vital role in the global wine and spirits market and showcased new directions—cultural blending, consumer-driven innovation, and a focus on both quality and sustainability.

For more information on Hong Kong International Wine & Spirits Fair, visit: https://www.hktdc.com/event/hkwinefair/en

___

Text by: Stephanie Zheng