The 18th Hong Kong International Wine & Spirits Fair, organised by the Hong Kong Trade Development Council (HKTDC), will run from 5 to 7 November at the Hong Kong Convention and Exhibition Centre, bringing together more than 620 exhibitors from over 25 countries and regions and showcasing products from over 40 places of origin. The fair’s significance extends beyond a simple trade show: it underscores Hong Kong’s role as a strategic gateway for wine and spirits businesses seeking to expand across Asia, particularly for Chinese baijiu producers aiming to go global.
This year’s fair features a significantly expanded World of Spirits zone, reflecting growing demand for premium spirits following the Hong Kong SAR Government’s recent reduction in liquor duty. The zone welcomes spirit exhibitors from 16 countries and regions, including first-time participants from Mexico, Portugal, Slovakia and the United Kingdom, and covers the world’s eight major spirit categories: baijiu, whisky, vodka, rum, tequila, brandy, gin and soju. Smilely Lam, Associate Executive Director of the HKTDC, noted that the expanded zone demonstrates Hong Kong’s dual roles of ‘bringing in and going global’ and its position as a ‘super connector’ between the mainland and international markets.
A central theme of the fair is the internationalisation of Chinese baijiu. The ‘Top 10 Chinese Baijiu Brands’, including renowned names such as Kweichow Moutai and Yanghe, will gather at the fair to leverage Hong Kong’s free-port status, world-class logistics and free flow of capital as a platform for overseas expansion. A new interactive installation combining culture and technology will debut, showcasing traditional craftsmanship and the heritage of baijiu, while a seminar titled ‘Chinese Baijiu Go Global’ will see industry experts discuss opportunities and challenges in overseas markets. Exhibitors such as Xiantan Distillery are actively targeting younger consumers with lower-alcohol and smaller-format products, and are using the fair to connect with international buyers in Southeast Asia and Europe.
The wine section also highlights emerging regions, with first-time pavilions from Georgia and Italy’s Calabria region, alongside strong participation from Chinese wine-producing areas such as Xinjiang, Ningxia and Xizang. Local Hong Kong brands are showcasing creativity in both full-strength and low- and no-alcohol categories, tapping into health-conscious consumption trends. More than 40 events, including masterclasses led by Masters of Wine and a cocktail culture programme featuring Asia’s leading bars, will run throughout the fair. The public zone, Saturday Fiesta, opens on 7 November for visitors aged 18 and above, with tickets available through designated platforms. Full details and pre-registration for public-day activities are available on the fair website.
The HKTDC, which celebrates its 60th anniversary this year, promotes Hong Kong as a two-way global investment and business hub through international exhibitions, conferences and business missions. The council also provides market insights via research reports and digital news channels. The fair’s ability to attract top baijiu brands and global spirits producers alike reinforces Hong Kong’s value as a neutral, efficient trading hub at a time when Asian spirits are seeking greater international recognition.
