The 17th Hong Kong International Wine & Spirits Fair concluded successfully, attracting over 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 more than 620 exhibitors from 23 countries and regions, showcasing wines and spirits from over 40 origins. The fair's significance lies in demonstrating Hong Kong's strengthened position as Asia's premier wine and spirits trading hub while highlighting shifting global consumption patterns toward spirit diversification.
Jenny Koo, Deputy Executive Director of HKTDC, emphasized the event's role in industry development and Hong Kong's hub status. The introduction of the new "World of Spirits" zone proved particularly impactful, accounting for more than one-third of total exhibitors and featuring spirits from 14 countries and regions. This expansion follows the Hong Kong government's policy to reduce duty on high-end liquor, signaling broader market liberalization that benefits both traders and consumers.
Chinese baijiu emerged as a standout category, with the baijiu pavilion reaching record scale and featuring six of the "Top 10 Chinese Baijiu Brands." Luzhou Laojiao from Sichuan made a notable debut with its "Guojiao 1573 · Beautiful Hong Kong" product, featuring bottle designs incorporating Hong Kong landmarks. The company's regional brand promotion manager Ryan Leung reported securing multiple orders from international markets including South Africa, Malaysia, India, and Japan, reflecting successful internationalization efforts. Chen Neng En from Zhejiang Yuanguo Winery Industry Co., Ltd connected with approximately 50 global buyers, noting increased interest from younger consumers discovering baijiu.
The fair's global reach extended beyond Asian spirits, featuring Japanese sake, Irish whiskeys, Russian vodka, Austrian wines, and other international varieties. David Morris, Chief Executive Officer of the Australia China Business Council Tasmania, successfully promoted Australian whisky to Asian buyers, while 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. Local Hong Kong brands also gained international attention, with Forever Profits International Trading Limited's "MLW Whiskey Highball" expanding into overseas markets just three months after launch.
Business transactions flourished throughout the event, with Korean buyer Eunbin Park from Shinsegae L&B increasing her procurement budget after discovering Australian wines, while Malaysian distributor Luning F&B planned annual procurement reaching up to USD5 million. The fair facilitated significant partnerships, including a RMB300,000 collaboration agreement between Hong Kong Dragonfly International Group Limited and Xinjiang's Sunyard Vinery covering diverse wine categories.
Educational components strengthened the fair's industry impact, with 45 events exploring market trends. Three Masters of Wine—Debra Meiburg, Jennifer Docherty, and Xing Wei—hosted key sessions addressing topics from AI transformation in wine business to regional wine discoveries. The blind tasting event selected 17 standout wines and spirits, including Hong Kong's first local whisky brand 'Kowloon Distillery,' significantly increasing brand visibility according to founder Max Rybinski. Multiple tasting sessions and a public day Mixology Party featuring bartenders from Asia's 50 Best Bars 2025 list created vibrant knowledge-sharing opportunities. The event operated under HKTDC's EXHIBITION+ hybrid mode, extending business matching opportunities through platforms like https://www.hktdc.com/event/hkwinefair/en until November 15, 2025.
