The 17th Hong Kong International Wine & Spirits Fair concluded successfully, drawing more than 8,200 trade buyers from 57 countries and regions during its three-day run. Organized by the Hong Kong Trade Development Council (HKTDC), the event featured over 620 exhibitors from 23 countries and regions, showcasing products from more than 40 origins. Jenny Koo, Deputy Executive Director of HKTDC, emphasized that the fair reinforces Hong Kong's position as a regional wine and spirits trading hub through seminars, networking events, competitions, and tasting sessions designed to foster industry development.
A significant development at this year's fair was the introduction of the new World of Spirits zone, which accounted for more than one-third of total exhibitors. This expansion followed the HKSAR Chief Executive's announcement in last year's Policy Address to reduce duty on high-end liquor. The zone featured spirits from 14 countries and regions, including whiskies, Chinese baijiu, brandy, tequila, gin, vodka, and rum, allowing buyers to gain deeper insights into various spirits cultures and trends. The spirits market is becoming increasingly diversified, with Chinese baijiu emerging as a particular highlight.
Chinese baijiu attracted significant attention in the World of Spirits zone, 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 incorporating iconic Hong Kong landmarks in its bottle design. Ryan Leung, Regional Brand Promotion Manager, noted that the company held individual meetings with buyers from South Africa, Malaysia, India, Japan, and other regions, securing several orders including hotel distributors and supermarket chains. Chen Neng En from Zhejiang Yuanguo Winery Industry Co., Ltd connected with approximately 50 buyers from India, Indonesia, Canada, and Southeast Asia, highlighting the growing international interest in Chinese baijiu among younger consumers.
Buyers recognized the unprecedented internationalization potential of China's liquor industry. 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. The fair also facilitated multiple collaborations, including a Memorandum of Understanding signed between Hong Kong Dragonfly International Group Limited and Xinjiang's Sunyard Vinery for a collaboration valued at RMB300,000, covering low-alcohol sparkling wine, premium white wine, and rosé.
Beyond Chinese spirits, the fair showcased global wines and spirits including Japanese sake, Irish whiskeys, Russian vodka, and Austrian wines. 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 gained international recognition at the event. Queenie Lau, Business Development Director of Forever Profits International Trading Limited, shared that their new product MLW Whiskey Highball expanded into local and overseas markets just three months after launch, attracting attention from Chinese Mainland, Japan, Malaysia, Singapore, and Thailand. The brand's focus on low-alcohol beverages with 6% ABV caters to diverse market preferences and is now available at major Japanese department stores, with ongoing discussions with hotels and venues in Macau.
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 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. Xing Wei hosted Savour the Wines of Chinese Terroir, offering a deep dive into unique wines from Chinese Mainland. A blind tasting event selected 17 favorite wines and spirits, including Hong Kong's first local whisky brand, Kowloon Distillery, significantly increasing its visibility among buyers.
Multiple tasting sessions provided industry professionals with in-depth understanding of wines and spirits from different origins, including 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. 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 could use the Scan2Match function of the HKTDC Marketplace App to scan exhibitors' unique QR codes and continue business negotiations through the Click2Match smart business matching platform until November 15, 2025.
