The new “World of Spirits” zone showcased spirits from 14 countries and regions, featuring six of the “Top 10 Chinese Baijiu Brands”

Homegrown brands injected authentic Hong Kong character and gained recognition from overseas buyers.

The 17th Hong Kong International Wine & Spirits Fair (Wine & Spirits Fair), organised by the Hong Kong Trade Development Council (HKTDC), successfully wrapped up yesterday. Beginning on 6 November, the three-day event attracted over 8,200 trade buyers from 57 countries and regions. On the final day, the “Wine Fiesta” zone welcomed over 11,000 adult members of the public who sampled and purchased wines and participated in master classes, tasting sessions, and seminars.

Jenny Koo, Deputy Executive Director of HKTDC, remarked: “This year’s Wine and Spirits fair brought together over 620 exhibitors from 23 countries and regions. In addition to Chinese Mainland, Hong Kong, and Taiwan, we welcomed exhibitors from the rest of Asia, Europe, and the Americas, who showcased wines and spirits from more than 40 origins. Seminars, networking events, competitions and tasting sessions were held to further industry development and reinforce Hong Kong’s role as a regional wine and spirits trading hub.

The spirits market is becoming increasingly diversified. Following the HKSAR Chief Executive's announcement in last year’s Policy Address to reduce the duty on high-end liquor, this year’s Wine & Spirits Fair introduced a new World of Spirits zone. Exhibitors in this zone accounted for more than a third of the total, and featured whiskies, Chinese baijiu, brandy, tequila, gin, vodka, rum and more from 14 countries and regions, allowing buyers to gain deeper insights into the cultures and trends of various spirits.”

This year’s exhibition was brimming with activities, while the tasting areas bustled with enthusiastic buyers and visitors. Numerous renowned importers, wholesalers, retailers, and e-commerce platforms actively attended the event for sourcing, including: XIAMEN C&D International Wines & Spirits Group Co., Ltd, Lianhua Supermarket Holdings Co., Ltd., Jiuxian, 1919.cn and Jiujiajiu from Chinese Mainland; Specks Food & Liquor Group PTY LTD from Australia; Mikkeller APS from Denmark; Munjral Brothers (Distribution) Pvt Ltd from India; Mercian Corporation and The Thousand Kyoto from Japan; Hotel Kazakhstan Almaty from Kazakhstan; Shinsegae L&B and Grand InterContinental Seoul Parnas from South Korea; Luen Heng F&B Sdn Bhd from Malaysia; Víno.sk s.r.o. from Slovakia; Grupo Alpom Importaciones SL from Spain; Phu & Em Group from Vietnam and more.

Chinese baijiu targets new generation of consumers; emerging markets show potential

Chinese baijiu was a highlight in the “World of Spirits” zone. The scale of the pavilion has reached a record high. It also brings six of the “Top 10 Chinese Baijiu Brands”.

One of the exhibitors, Luzhou Laojiao from Sichuan, made a grand debut on the first day of the Wine & Spirits Fair by launching a brand-new product, “Guojiao 1573 · Beautiful Hong Kong”. The bottle design thoughtfully incorporates iconic Hong Kong landmarks, highlighting the city's cultural identity.

Click here to continue