The 17th Hong Kong International Wine & Spirits Fair, organized by the Hong Kong Trade Development Council, will feature over 620 exhibitors from 21 countries and regions from November 6-8 at the Hong Kong Convention and Exhibition Centre. This year marks the debut of the World of Spirits zone, showcasing spirits from 13 countries including Chinese baijiu, brandy, gin, rum, tequila, vodka, and whisky. The expansion responds to growing market demand and follows last year's Policy Address announcement regarding liquor duty reduction, which Jenny Koo, Deputy Executive Director of HKTDC, stated has positively impacted the industry and encouraged diversified development.
The new World of Spirits zone allows buyers and visitors to explore diverse flavors, supported by approximately 20 activities promoting spirits market development. Exhibitors represent Hong Kong, multiple Chinese provinces, and international participants from countries including Argentina, Australia, France, Germany, Italy, Japan, and the United States. Chinese baijiu features prominently, with six of the Top 10 Chinese Baijiu Brands participating, such as Kweichow Moutai, Wuliangye, and Luzhou Laojiao. Kweichow Moutai will showcase its iconic Flying Fairy Moutai and award-winning Golden Prince Moutai Prince, recognized as a 2024 Annual Golden Case in Activity Marketing. Luzhou Laojiao, inscribed in the First National Intangible Cultural Heritage List of China, will present Luzhou Laojiao Antique Edition and Guojiao 1573, while launching a new baijiu on the fair's opening day.
Hong Kong brands are gaining prominence, with actor Timmy Hung's brand Hongjiaban Maotai blending traditional brewing techniques with Hong Kong-style flavors. International offerings include Austria's Martin & Ann Arndorfer Anina Verde, a top-tier Austrian natural wine, and Italy's Don Carlo, featuring a unique brewing process taking over three years. Japan's Hyakusyun Junmai Daiginjo uses locally grown Mino Nishiki sake rice cultivated through natural farming methods. Estonia's Punch Club OÜ specializes in organic, low-sugar, ready-to-drink cocktails for health-conscious consumers, reflecting rising demand for low-alcohol beverages.
Nearly half of this year's activities focus on spirits, including the 2025 China Baijiu Culture International Promotion Asia Forum co-hosted by the China Alcoholic Drinks Association and HKTDC on November 6. The 2025 Hong Kong International Spirits Challenge Awards Ceremony on November 7, organized by the Hong Kong General Chamber of Wine & Spirits, will honor outstanding Chinese baijiu brands. Tomy Fong, an experienced Chinese baijiu connoisseur, will present Baijiu – The Rising Trend, while the Baijiu 101 Class on the final day, organized by VTC, allows public participants to experience baijiu culture and tasting methods.
Three Masters of Wine will host major events: Debra Meiburg leads the Cathay Global Wine & Spirits Awards Asia Presentation Ceremony, Wine Industry Conference: AI in Wine Business, and Austrian Wine and Local Sauce Pairing Workshop. Jennifer Docherty shares insights in a seminar titled Off the beaten path, gems from unsung regions, while Xing Wei hosts Tasting Chinese Terroir Wines and joins Carlito Chiu and Calvin Choi in blind tasting events. Additional competitions include HK Best Spirits Awards 2025, Hong Kong International Mixology Showdown 2025, and Mixology Party, alongside pairing sessions like WINE LUXE Hong Kong TOP 10 Wine Pairing Restaurant Awards Presentation Ceremony 2025 and Sake-Chinese Food Pairing.
On the final day, the Wine Fiesta Zone opens to public ticket holders aged 18 or above for sampling and purchasing wines and spirits, with regular tickets priced at HK$220 and specially priced tickets at HK$128 available through various platforms including https://www.hktdc.com/event/hkwinefair/en. Ticket buyers receive a Lucaris crystal wine glass on a first-come, first-served basis. The fair's comprehensive programming and international participation underscore Hong Kong's evolving role as a premier wine and spirits trade hub, facilitating global brand expansion and market diversification in response to shifting consumer preferences and regulatory changes.
