The Hong Kong International Wine & Spirits Fair 2026 attracted more than 8,200 trade buyers from 66 countries and regions, as international producers and Chinese drinks brands used Hong Kong to pursue distribution opportunities across Asia.
Organised by the Hong Kong Trade Development Council, the 18th Hong Kong International Wine & Spirits Fair took place from 5 to 7 November at the Hong Kong Convention and Exhibition Centre.
More than 620 exhibitors from over 25 countries and regions presented wines, spirits, sake, beer and low- and no-alcohol drinks representing more than 40 places of origin.
The final-day Saturday Fiesta also attracted more than 11,000 public visitors aged 18 or above. Trade-buyer and public attendance should be treated as separate figures because the organiser has not stated whether any visitors participated in both parts of the fair.
Hong Kong Wine & Spirits Fair 2026 at a glance
- Dates: 5–7 November 2026
- Venue: Hong Kong Convention and Exhibition Centre
- Trade buyers: More than 8,200
- Buyer markets: 66 countries and regions
- Exhibitors: More than 620
- Exhibiting markets: More than 25 countries and regions
- Product origins: More than 40
- Public-day visitors: More than 11,000
- Industry activities: More than 40
- Online business matching: Available until 14 November 2026
Buyer volume remains stable as geographic reach expands
The 2026 fair’s buyer volume was similar to the previous edition, which recorded 8,219 physical buyers from 57 countries and regions.
The number of represented buyer markets nevertheless increased from 57 to 66. Exhibitor participation also broadened from 23 countries and regions in 2025 to more than 25 in 2026, while the overall exhibitor total remained close to 620.
The results therefore indicate stable attendance combined with wider international reach, rather than a substantial year-on-year increase in visitor numbers.
For exhibitors, the commercial value of this broader reach depends on the quality and purchasing authority of attendees. HKTDC did not publish a country-by-country buyer breakdown, buyer job functions or completed order value for the entire fair.
World of Spirits reflects demand for broader product portfolios
The expanded World of Spirits zone brought together exhibitors from 17 countries and regions across eight major spirits categories:
- Baijiu
- Whisky
- Vodka
- Rum
- Tequila
- Brandy and cognac
- Gin
- Soju
The final participation figure exceeded the 16 markets announced before the exhibition opened.
Australia’s Investment NSW led five craft-spirits companies to the fair for the first time. According to the organiser, the delegation met importers and distributors from markets including the Chinese mainland, the United Kingdom, Ireland, Sweden, Germany and Jamaica.
Prague-based craft distillery Garage22 reported securing orders during the first day and meeting approximately 20 prospective buyers from Hong Kong, the Chinese mainland and Southeast Asia.
These are company-reported outcomes rather than audited fair-wide transaction data. They nevertheless illustrate how smaller producers can use Hong Kong to test Asian demand and meet regional distribution partners.
Spirits duty change supports premium imports
The increased focus on spirits follows Hong Kong’s reduction of duties on higher-value liquor in 2024.
Hong Kong’s Financial Secretary said that, when comparing the 18 months before and after the policy change, duty-paid liquor imports increased by approximately 6% in volume and nearly 33% in value.
The stronger increase in value suggests that the policy has particularly supported premium products. This provides useful commercial context for the growth of the World of Spirits zone and participation from craft distilleries.
However, suppliers should calculate duties and regulatory requirements separately for products subsequently shipped from Hong Kong to the Chinese mainland or other Asian markets. Hong Kong market access does not automatically provide access to neighbouring jurisdictions.
Chinese baijiu producers adapt products for global markets
Chinese baijiu was among the most prominent categories at the 2026 exhibition.
The fair brought together a group promoted by the organiser as the “Top 10 Chinese Baijiu Brands”, including Yanghe. Because HKTDC has not published an independent ranking methodology, buyers should interpret this as the name of the promotional group rather than a verified market ranking.
Sichuan producers presented several products designed to make baijiu more approachable to younger and international consumers, including:
- Lower-alcohol baijiu at approximately 29–30% ABV
- Fruit-aroma products
- Premium grain spirits
- Smaller or more accessible serving formats
- Spirits combining baijiu and whisky characteristics
The China Council for the Promotion of International Trade Sichuan Council said participating producers met buyers from India, Vietnam, Australia and Dubai.
HKTDC and CCPIT Sichuan also signed a memorandum of understanding to support the international promotion of Chinese baijiu.
The agreement signals continued institutional support, but international expansion will still require producers to address practical barriers such as unfamiliar flavour profiles, local labelling rules, importer education and long-term marketing investment.
ChinaExpoHub’s pre-show report examines these challenges and the fair’s baijiu strategy in greater detail.
Chinese wine regions seek overseas distributors
Wineries from Xinjiang, Ningxia and Xizang also used the fair to introduce Chinese wines to international buyers.
A representative of Pazhu Vineyard in Xizang reported more than HK$10,000 in onsite sales and discussions with sommeliers and private-club representatives. The company set a first-year sales target of HK$500,000 for Hong Kong and Macao.
A Malaysian distributor said it had begun discussions with three potential suppliers from Ningxia and Xinjiang, supported by an initial procurement budget of US$50,000.
These figures represent individual company targets or reported discussions, not confirmed final orders. They do, however, demonstrate interest in Chinese wine among distributors serving restaurants, specialist retailers and emerging bar markets.
International buyers evaluating Chinese wine should examine:
- Vineyard and winery location
- Grape varieties and vintage consistency
- Production and storage capacity
- Export history
- Geographical indications
- Independent tasting results
- Wholesale pricing
- English-language labels
- Trademark availability
- Marketing support for distributors
New wine regions enter the Asian market
Georgia and Italy’s Calabria region participated through dedicated pavilions for the first time, while Brazil also established a pavilion.
The Calabria delegation signed a memorandum of understanding with HKTDC covering trade and cultural cooperation. The region used the exhibition to present wines and speciality products to buyers serving Hong Kong, the Chinese mainland and ASEAN markets.
A Georgian pavilion brought together 10 boutique wineries. Its organising association said members met buyers from Hong Kong, the Chinese mainland, Vietnam, Australia and Spain.
Participation in a pavilion can give smaller wineries greater visibility than exhibiting individually. Importers should nevertheless assess each producer separately because production capacity, pricing, export readiness and marketing resources may vary substantially within the same regional group.
Low- and no-alcohol products widen sourcing options
Low- and no-alcohol beverages remained another visible area of the fair.
Products included craft beer, non-alcoholic fermented drinks, fruit-based sodas and beverages offering both standard and lower-alcohol versions.
This category can be relevant to:
- Supermarkets and convenience retailers
- Hotels and restaurants
- Bars and entertainment venues
- Health-oriented retail channels
- E-commerce platforms
- Importers seeking alternatives to traditional alcoholic drinks
Buyers should confirm how terms such as “alcohol-free”, “non-alcoholic” and “low-alcohol” are defined in their destination market. They should also examine residual alcohol, sugar content, shelf life, storage requirements and permitted health-related claims.
WineTech brings AI and automation into the drinks industry
The fair’s WineTech content explored how artificial intelligence and digital technology are entering the wine and spirits industry.
Forum discussions covered technology-enabled trading, whisky investment services and intelligent cocktail preparation. Automated bartending systems were also demonstrated as a way to produce consistent drinks and create interactive customer experiences.
For hospitality buyers, the commercial questions extend beyond the novelty of the technology. Important considerations include:
- Preparation speed during busy periods
- Recipe consistency
- Cleaning and maintenance
- Ingredient storage
- Staff training
- Software support
- Local servicing and replacement parts
- Integration with payment or ordering systems
- Total cost per drink
Technology demonstrations can attract attention at an exhibition, but buyers should test systems under realistic operating conditions before making purchasing decisions.
Buyer meetings continue after the physical fair
The exhibition used HKTDC’s EXHIBITION+ model to connect its physical programme with digital sourcing services.
Buyers could use Scan2Match to save exhibitor information during the fair. Online meetings and business matching through Click2Match remain available until 14 November 2026.
This gives participants an additional week to follow up with suppliers, request price lists and arrange sample shipments.
Buyers should use the follow-up period to document:
- Product and vintage details
- Minimum order quantities
- Wholesale prices
- Available territories
- Distributor exclusivity conditions
- Export and labelling documentation
- Samples requested
- Production lead times
- Marketing support
- Next agreed action
A tasting or positive meeting creates initial interest, but structured follow-up determines whether it develops into a commercial relationship.
International food and beverage buyers remaining in China can also consider the FHC Shanghai 2026, taking place from 10 to 12 November with broader coverage of food, beverages, hospitality supplies and distribution.
The Hong Kong Wine & Spirits Fair’s stable buyer attendance and broader geographic reach reinforce its position as a specialised Asian sourcing platform. Its strongest value lies in connecting producers with importers and distributors capable of turning unfamiliar products into sustainable regional brands.
