The 17th Hong Kong International Wine & Spirits Fair will take place from November 6-8 at the Hong Kong Convention and Exhibition Centre, organized by the Hong Kong Trade Development Council. This year's event features 620 exhibitors from 21 countries and regions showcasing alcoholic, low-alcohol and non-alcoholic beverages including beer, brandy, Chinese baijiu, Japanese sake, whisky, wine, and vodka.
The inaugural World of Spirits zone represents a significant expansion of the fair's offerings, featuring spirits from 13 countries and regions. This development comes as Hong Kong strengthens its position as an international trade platform 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, stated that the duty reduction has had a positive impact on the industry and encouraged diversified development in the spirits market.
Chinese baijiu emerges as a major highlight of this year's fair, with six of the Top 10 Chinese Baijiu Brands participating. Notable exhibitors include Kweichow Moutai showcasing 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 Luzhou Laojiao Antique Edition and Guojiao 1573 while launching a new baijiu on the fair's opening day.
The fair demonstrates evolving market trends with brands like Wuliangye and Yanghe integrating innovative technologies to target younger and more diverse markets. Hong Kong's homegrown brands are also gaining prominence, exemplified by actor Timmy Hung's brand Hongjiaban Maotai, which blends traditional brewing techniques with Hong Kong-style flavors and action movie culture while strictly following Maotai's ancient brewing methods.
International representation spans Argentina, Australia, Belarus, Brazil, Chile, Czechia, France, Germany, India, Ireland, Israel, Italy, Japan, Portugal, Russia, South Korea, Spain and the United States. Austria's Martin & Ann Arndorfer Anina Verde, a top-tier Austrian natural wine, will be featured alongside Italy's Don Carlo, which undergoes a unique brewing process lasting over three years. Japan's Hyakusyun Junmai Daiginjo uses locally grown Mino Nishiki sake rice cultivated through natural farming methods.
Responding to rising demand for low-alcohol beverages, Estonian craft cocktail brand Punch Club OÜ specializes in organic, low-sugar, ready-to-drink cocktails for health-conscious consumers. The fair also features the Friends of Wine zone showcasing gourmet foods designed to complement alcoholic beverages.
Nearly half of this year's activities are spirits-related, including the 2025 China Baijiu Culture International Promotion Asia Forum co-hosted by the China Alcoholic Drinks Association and HKTDC on November 6. The 2025 Hong Kong International Spirits Challenge Awards Ceremony on November 7 will honor outstanding Chinese baijiu brands. Educational sessions include Baijiu 101 Class organized by VTC, allowing participants to experience baijiu culture and learn about its 12 aroma types.
Three Masters of Wine will host major events including Debra Meiburg leading the Cathay Global Wine & Spirits Awards Asia Presentation Ceremony, Wine Industry Conference: AI in Wine Business, and Austrian Wine and Local Sauce Pairing Workshop. Jennifer Docherty will share insights in a seminar titled Off the beaten path, gems from unsung regions, while Xing Wei will host Tasting Chinese Terroir Wines and participate in blind tasting events with award-winning sommeliers.
On the final day, the Wine Fiesta Zone opens to public ticket holders aged 18 or above for sampling and purchasing wines and spirits. Regular tickets are priced at HK$220, with specially priced tickets available through various platforms including https://www.hktdc.com/event/hkwinefair/en. The fair's expansion and increased focus on spirits reflect Hong Kong's strategic positioning as a global hub for alcoholic beverage trade, leveraging both traditional strengths in wine and emerging opportunities in the spirits market following policy changes.
