17th Hong Kong International Wine & Spirits Fair Expands with Inaugural World of Spirits Zone

The 17th edition of the 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. This year's event marks a significant expansion with the debut of the World of Spirits zone, featuring spirits from 13 countries and regions including Chinese baijiu, brandy, gin, rum, tequila, vodka, and whisky. The fair will host 620 exhibitors from 21 countries and regions, showcasing beer, sake, spirits, wines, and low- and non-alcoholic beverages to industry professionals and buyers.

The timing of this expanded spirits focus aligns with market developments following the HKSAR Chief Executive's announcement in last year's Policy Address regarding the reduction in liquor duty. Jenny Koo, Deputy Executive Director of HKTDC, noted that the duty reduction has had a positive impact on the industry and encouraged diversified development in the spirits market. The new World of Spirits zone allows buyers and visitors to explore the rich variety of flavors from around the world, with approximately 20 activities planned to promote diverse market development.

Chinese baijiu emerges as a particularly strong category at this year's fair, with six of the Top 10 Chinese Baijiu Brands participating. Major brands include Kweichow Moutai, which will showcase its iconic Flying Fairy Moutai and award-winning Golden Prince Moutai Prince, recognized as a 2024 Annual Golden Case in Activity Marketing. Luzhou Laojiao, inscribed in the First National Intangible Cultural Heritage List of China, will present its Luzhou Laojiao Antique Edition and Guojiao 1573, while launching a new baijiu on the first day of the fair. Wuliangye and Yanghe demonstrate the trend of integrating innovative technologies into the baijiu industry, aiming for younger and more diverse markets.

International representation spans multiple continents with exhibitors from Argentina, Australia, Belarus, Brazil, Chile, Czechia, France, Germany, India, Ireland, Israel, Italy, Japan, Portugal, Russia, South Korea, Spain, and the United States. Notable international offerings include Austria's Martin & Ann Arndorfer Anina Verde, a top-tier Austrian natural wine, and Italy's Don Carlo, which features a unique brewing process taking over three years. Japan's Hyakusyun Junmai Daiginjo uses locally grown Mino Nishiki sake rice cultivated through natural farming methods.

The fair also addresses growing consumer interest in healthier options with brands like Estonia's Punch Club OÜ, which specializes in organic, low-sugar, ready-to-drink cocktails for health-conscious consumers. The Friends of Wine zone complements the beverage offerings by showcasing gourmet foods designed to pair with alcoholic beverages.

Educational and competitive elements form a significant part of the program, with nearly half of this year's activities being spirits-related. Key events include the 2025 China Baijiu Culture International Promotion Asia Forum co-hosted by the China Alcoholic Drinks Association and HKTDC on November 6, and the 2025 Hong Kong International Spirits Challenge Awards Ceremony on November 7, organized by the Hong Kong General Chamber of Wine & Spirits. Three Masters of Wine will host multiple events, including Debra Meiburg leading the Cathay Global Wine & Spirits Awards Asia Presentation Ceremony and a Wine Industry Conference focusing on AI in the wine business.

On the final day, the Wine Fiesta Zone opens to public ticket holders aged 18 or above, allowing sampling and purchasing of wines and spirits while enjoying tasting experiences. Ticket information is available through various platforms including CTG Bus, GoByBus, HK Liquor Store, and other partners listed on the official website at https://www.hktdc.com/event/hkwinefair/en.

The expansion of the spirits component at this year's fair reflects broader industry trends and Hong Kong's strategic positioning as a global trade hub. The combination of traditional spirits like Chinese baijiu with international offerings and the inclusion of health-conscious alternatives demonstrates the industry's response to evolving consumer preferences. The event serves as a critical platform for brands seeking to expand internationally while showcasing Hong Kong's continued relevance in the global wine and spirits trade ecosystem.