The 17th Hong Kong International Wine & Spirits Fair, organized by the Hong Kong Trade Development Council (HKTDC), ended yesterday after a three-day run, attracting over 8,200 trade buyers from 57 countries and regions. The event, held from November 6 to 8, 2025, featured more than 620 exhibitors from 23 countries and regions, showcasing wines and spirits from over 40 origins. The final day also included a "Wine Fiesta" zone that welcomed over 11,000 adult members of the public.
Jenny Koo, Deputy Executive Director of HKTDC, noted the fair's role in reinforcing Hong Kong's position as a regional wine and spirits trading hub. Following the HKSAR Chief Executive's policy address last year that reduced duty on high-end liquor, the fair introduced a new World of Spirits zone, which accounted for over a third of exhibitors. This zone featured whiskies, Chinese baijiu, brandy, tequila, gin, vodka, rum, and more from 14 countries and regions.
Chinese baijiu was a major highlight in the World of Spirits zone, with the pavilion reaching a record scale and featuring six of the "Top 10 Chinese Baijiu Brands." Luzhou Laojiao launched a new product, "Guojiao 1573 · Beautiful Hong Kong," with a bottle design incorporating Hong Kong landmarks. Ryan Leung, Regional Brand Promotion Manager, said the company held meetings with buyers from South Africa, Malaysia, India, and Japan, securing orders from hotel distributors and supermarket chains. Chen Neng En from Zhejiang Yuanguo Winery Industry Co., Ltd. connected with about 50 buyers from India, Indonesia, Canada, and Southeast Asia, including import agents and high-end restaurateurs.
Buyers also expressed optimism about Chinese baijiu's international potential. Kenneth Soh, Managing Director of Malaysian distributor Luning F&B, plans to source wines from Ningxia and expand his baijiu product line, with annual procurement expected to reach between USD 1 million and USD 5 million.
The fair also showcased global wines and spirits, including Japanese sake, Irish whiskeys, Russian vodka, and Austrian wines. David Morris, CEO of the Australia China Business Council Tasmania, connected with buyers across Asia for Australian whisky. Einav Nixon, Commercial Consul and Head of the Israel Economic and Commercial Mission in Hong Kong, noted keen interest in Israeli wines, reflecting significant market potential.
Local Hong Kong brands also gained attention. Queenie Lau, Business Development Director of Forever Profits International Trading Limited, reported that their new "MLW Whiskey Highball" attracted interest from Chinese Mainland, Japan, Malaysia, Singapore, and Thailand. The brand is now available at major Japanese department stores and in discussions with hotels in Macau.
Eunbin Park, a buyer from Korean distributor Shinsegae L&B, allocated USD 20,000 for Portuguese wines but was impressed by Australian wines, considering an additional USD 10,000 order. Additionally, Hong Kong Dragonfly International Group Limited signed a Memorandum of Understanding with Xinjiang's Sunyard Vinery for a collaboration worth RMB 300,000.
The fair hosted 45 events, including seminars by Masters of Wine. Debra Meiburg discussed AI in the wine industry, Jennifer Docherty led a tasting of wines from unsung regions, and Xing Wei hosted a session on Chinese terroir wines. A blind tasting event 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.
Multiple tasting sessions covered diverse topics, and the public day featured a Mixology Party with bartenders from bars listed in "Asia's 50 Best Bars 2025." Under the EXHIBITION+ hybrid mode, buyers can continue online business matching via the Wine & Spirits Fair website until November 15, 2025.
