The three-day 17th Hong Kong International Wine & Spirits Fair, organized by the Hong Kong Trade Development Council (HKTDC), concluded on November 8, drawing over 8,200 trade buyers from 57 countries and regions. The event, held from November 6 to 8, featured more than 620 exhibitors from 23 countries and regions, with a new "World of Spirits" zone dedicated to spirits from 14 countries and regions, including whiskies, Chinese baijiu, brandy, tequila, gin, vodka, and rum. The fair also welcomed over 11,000 adult members of the public on the final day for the "Wine Fiesta" zone.
Jenny Koo, Deputy Executive Director of HKTDC, noted that the spirits market is diversifying, particularly after the Hong Kong SAR Chief Executive's announcement to reduce duty on high-end liquor. Exhibitors in the World of Spirits zone accounted for more than a third of total exhibitors, allowing buyers to explore various spirits cultures and trends. The fair hosted 45 events, including seminars, networking sessions, competitions, and tasting sessions led by three Masters of Wine: Debra Meiburg, Jennifer Docherty, and Xing Wei. Topics ranged from AI in the wine industry to wines from unsung regions and Chinese terroir.
Chinese baijiu was a highlight, with six of the "Top 10 Chinese Baijiu Brands" present. Luzhou Laojiao launched a new product, "Guojiao 1573 · Beautiful Hong Kong," featuring Hong Kong landmarks, and attracted buyers from South Africa, Malaysia, India, and Japan. Ryan Leung, Regional Brand Promotion Manager, secured orders from hotel distributors and supermarket chains. Another exhibitor, Chen Neng En from Zhejiang Yuanguo Winery Industry Co., Ltd, connected with about 50 buyers from India, Indonesia, Canada, and Southeast Asia. Buyers like Kenneth Soh of Malaysian distributor Luning F&B plan to expand Chinese baijiu and wine imports, with annual procurement expected to reach USD 1-5 million.
Global wines and spirits also drew attention. David Morris of the Australia China Business Council Tasmania connected with Asian buyers for Australian whisky. Einav Nixon of the Israel Economic and Commercial Mission in Hong Kong noted market potential for Israeli wines. Local Hong Kong brand "MLW Whiskey Highball" from Forever Profits International Trading Limited attracted interest from Chinese Mainland, Japan, Malaysia, Singapore, and Thailand, with orders from bars and discussions with hotels. Korean buyer Eunbin Park from Shinsegae L&B allocated USD 20,000 for Portuguese wines but also considered an additional USD 10,000 order for Australian wines. A memorandum of understanding between Hong Kong Dragonfly International Group and Xinjiang's Sunyard Vinery valued at RMB 300,000 was signed for low-alcohol sparkling wine, premium white wine, and rosé.
The fair also featured a blind tasting event where Masters of Wine and sommeliers selected 17 favorite wines and spirits, including Hong Kong's first local whisky brand, Kowloon Distillery. Founder Max Rybinski said the recognition increased visibility and credibility. The fair continues online business matching via the Click2Match platform until November 15, 2025, under the EXHIBITION+ hybrid mode.
