Buyers from around the world thronged to this year’s Hong Kong International Wine & Spirits Fair to try and buy drinks from Asia, Europe and the Americas, bolstering global connections and trade.
More than 8,200 commercial buyers from 57 countries and regions attended the three-day fair, including renowned importers, wholesalers, retailers and e-commerce platforms, while more than 620 exhibitors from 23 countries and regions showcased their wares, reinforcing Hong Kong’s role as a market hub for wine and spirits.
A public day on the last day, which included master classes, tasting sessions and seminars, attracted more than 11,000 consumers.
The fair was organised by the Hong Kong Trade Development Council (HKTDC) and held earlier this month at the Hong Kong Convention and Exhibition Centre.
A new World of Spirits zone featured exhibitors from 14 countries and regions, reflecting an increasingly varied market after the Hong Kong government lowered duty rates for high-end liquor last year.
One exhibitor, Luzhou Laojiao, one of China’s oldest baijiu brands, debuted a new offering Guojiao 1573 · Beautiful Hong Kong, with a bottle design incorporating iconic landmarks in Hong Kong.
The company, which has been broadening its appeal to younger buyers and overseas markets in recent years, met with buyers from South Africa, Malaysia, India, Japan and other regions.
“Several orders were secured during the event, including hotel distributors and supermarket chains,” recounted Regional Brand Promotion Manager Ryan Leung. “The result reflects the brand’s efforts in internationalisation and innovative positioning.”
Baijiu maker Zhejiang Yuanguo connected with some 50 buyers from across the globe, including import liquor agents, high-end restaurants and boutique retailers.
“Participating in this fair in Hong Kong has given us a deep sense of the market’s diversity and vibrancy, helping young consumers discover baijiu,” noted company executive Chen Neng En.
Many buyers believe international markets offer promising growth opportunities for Chinese brands.
Malaysian beverage distributor Luning F&B, which is already importing baijiu, plans to expand its portfolio to include wines from the Chinese Mainland.
Managing Director Kenneth Soh said: “I am planning to source both red and white wines from Ningxia, while also expanding our Chinese baijiu product line.”
Global connections
Wine and spirits producers and distributors from around the globe also leveraged the fair to raise their profile and drive sales.
Israel intends to expand its presence at the fair, after an encouraging reception this year, noted Einav Nixon, Commercial Consul and Head of the Israel Economic and Commercial Mission in Hong Kong and Macau.
“Although Israeli wines are still considered niche in Hong Kong, buyers and media have shown keen interest in our wines and spirits, reflecting significant market potential,” she said.
Local brands also attracted attention from overseas buyers.
MLW Whiskey Highball, a new lower-alcohol product from Forever Profits International, garnered significant interest from the Chinese Mainland, Japan, Malaysia, Singapore, Thailand and more, highlighted the company’s Business Development Director, Queenie Lau.
“Multiple distributors proactively sought us out, reflecting the appeal of Hong Kong-manufactured products in Asian markets,” she stated.
Korean distributor Shinsegae L&B also discovered new wines at the fair.
“We had a budget of US$20,000 mainly allocated for Portuguese wines from the fair but I also visited the Australian pavilion as well, and the quality of their wines was a pleasant surprise,” commented buyer Eunbin Park. “I am considering placing an additional order of US$10,000 for two of their wines.”
The HKTDC’s Click2Match smart business matching platform remains open for the Wine & Spirits Fair until 15 November, allowing exhibitors and buyers to continue to engage in online business negotiations and matching.