Hong Kong International Wine & Spirits Fair Concludes with Strong Global Buyer Turnout

The 17th Hong Kong International Wine & Spirits Fair concluded successfully after three days, drawing more than 8,200 trade buyers from 57 countries and regions. Organized by the Hong Kong Trade Development Council (HKTDC), the event featured over 620 exhibitors from 23 countries showcasing wines and spirits from more than 40 origins. Jenny Koo, Deputy Executive Director of HKTDC, emphasized the fair's role in reinforcing Hong Kong's position as a regional wine and spirits trading hub through seminars, networking events, competitions, and tasting sessions that furthered industry development.

The newly introduced World of Spirits zone became a significant highlight, accounting for more than one-third of total exhibitors and featuring spirits from 14 countries and regions. This expansion followed the HKSAR Chief Executive's announcement in last year's Policy Address to reduce duty on high-end liquor, reflecting the spirits market's increasing diversification. The zone showcased whiskies, Chinese baijiu, brandy, tequila, gin, vodka, rum and other spirits, allowing buyers to gain deeper insights into various cultural traditions and market trends. Major buyers included international companies such as XIAMEN C&D International Wines & Spirits Group Co., Ltd, Specks Food & Liquor Group PTY LTD from Australia, Mikkeller APS from Denmark, and numerous other importers, wholesalers, retailers, and e-commerce platforms actively sourcing products.

Chinese baijiu emerged as a particularly strong performer in the World of Spirits zone, with the pavilion reaching record scale and featuring six of the Top 10 Chinese Baijiu Brands. Luzhou Laojiao from Sichuan made a grand debut by launching Guojiao 1573 · Beautiful Hong Kong, a product specifically designed with iconic Hong Kong landmarks on the bottle. Ryan Leung, Regional Brand Promotion Manager, reported securing several orders during the event from hotel distributors and supermarket chains in regions including South Africa, Malaysia, India, and Japan. The company has actively pursued strategies to attract younger demographics by lowering alcohol content and introducing lighter series, successfully expanding into international markets. Another exhibitor, 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.

Beyond Chinese spirits, the fair showcased global products including Japanese sake, Irish whiskeys, Russian vodka, and Austrian wines, demonstrating how the event helps brands both bring in international products and expand globally. 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 in Hong Kong despite their current niche status, with plans to expand presence at next year's fair. Local Hong Kong brands also achieved notable success, with Forever Profits International Trading Limited's MLW Whiskey Highball expanding into both local and overseas markets just three months after launch, attracting attention from buyers in Chinese Mainland, Japan, Malaysia, Singapore, and Thailand.

The fair featured 45 events exploring market trends, with three Masters of Wine—Debra Meiburg, Jennifer Docherty, and Xing Wei—hosting key sessions. Meiburg discussed AI's transformation of the wine industry in the Wine Industry Conference: AI in Wine Business, while Docherty introduced wines from Tasmania, Hungary, South Africa, and China in Off the Beaten Path, Gems from Unsung Regions. A blind tasting event selected 17 favorite wines and spirits covering multiple categories, including Hong Kong's first local whisky brand, Kowloon Distillery. Max Rybinski, Founder of Kowloon Distillery, noted the recognition significantly increased visibility and credibility among buyers. Multiple tasting sessions provided industry professionals with deeper understanding of different origins' unique characteristics, while 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.

Under the EXHIBITION+ hybrid mode, buyers utilized the Scan2Match function of the HKTDC Marketplace App to scan exhibitors' QR codes and bookmark favorite exhibitors during the physical exhibition. The Click2Match smart business matching platform continues facilitating online business negotiations and matching until November 15, 2025, extending the fair's business opportunities beyond the physical event. The successful conclusion of the 17th edition demonstrates Hong Kong's strengthening position in the global wine and spirits trade ecosystem, with diverse product offerings meeting evolving consumer preferences across international markets.