17th Hong Kong International Wine & Spirits Fair Concludes with Strong International Participation

The 17th Hong Kong International Wine & Spirits Fair, organized by the Hong Kong Trade Development Council (HKTDC), successfully concluded its three-day run, attracting over 8,200 trade buyers from 57 countries and regions. The event featured more than 620 exhibitors from 23 countries showcasing wines and spirits from over 40 origins, demonstrating the global reach and significance of Hong Kong's position in the international wine and spirits market.

Jenny Koo, Deputy Executive Director of HKTDC, emphasized the fair's role in industry development and reinforcing Hong Kong's position as a regional wine and spirits trading hub. The spirits market showed increasing diversification with the introduction of a new World of Spirits zone, which accounted for more than a 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, creating favorable conditions for market growth.

Chinese baijiu emerged as a significant highlight 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, with bottle designs incorporating iconic Hong Kong landmarks. The company has actively pursued strategies to attract younger demographics by lowering alcohol content and introducing lighter series, successfully appealing to next-generation consumers and emerging market buyers.

Ryan Leung, Regional Brand Promotion Manager at Luzhou Laojiao, reported securing several orders during the event, including from hotel distributors and supermarket chains, reflecting the brand's successful internationalization efforts. Chen Neng En from Zhejiang Yuanguo Winery Industry Co., Ltd connected with approximately 50 buyers from India, Indonesia, Canada, and Southeast Asia, including import liquor agents, high-end restaurateurs, and boutique liquor retailers.

International buyers recognized the growing potential of Chinese liquor products. 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 facilitated significant business collaborations, including a Memorandum of Understanding 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 products 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 despite their current niche status in Hong Kong.

Local Hong Kong brands gained substantial international attention during the event. Queenie Lau, Business Development Director of Forever Profits International Trading Limited, reported that their MLW Whiskey Highball product expanded into both local and overseas markets just three months after launch, attracting attention from buyers in Chinese Mainland, Japan, Malaysia, Singapore, and Thailand. The brand's focus on low-alcohol beverages with only 6% ABV caters to evolving market preferences.

The fair featured 45 events exploring market trends, with three Masters of Wine hosting key sessions. Debra Meiburg discussed AI's transformation of the wine industry in the Wine Industry Conference: AI in Wine Business, while Jennifer 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 deep insights into unique wines from Chinese Mainland.

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 that this recognition significantly increased visibility and credibility among buyers. Multiple tasting sessions provided industry professionals with deeper understanding of wines and spirits from different origins, 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.

The event operated under the EXHIBITION+ hybrid mode, allowing buyers to use the Scan2Match function of the HKTDC Marketplace App to scan exhibitors' QR codes and continue discussions online after the show. Exhibitors and buyers can engage in online business negotiations through the Click2Match smart business matching platform until November 15, 2025. More information about the event is available at https://www.hktdc.com/event/hkwinefair/en.