More than 8,200 trade buyers from 66 countries and regions converged on Hong Kong for the 18th Hong Kong International Wine & Spirits Fair, underlining the city's role as a global hub for trade in food and beverages.
Organised by the Hong Kong Trade Development Council (HKTDC) from 5 to 7 November, the fair featured more than 620 exhibitors from over 25 countries and regions, showcasing wine, spirits, sake, beer and low- and no-alcohol beverages from more than 40 origins. Over 11,000 members of the public also attended Saturday Fiesta on the fair’s final day.
“The fair brings together wine and spirits producers, brands, importers, distributors, retailers and hospitality professionals from around the world,” said HKTDC Associate Executive Director Smilely Lam. She highlighted the participation of the top 10 Chinese baijiu brands, debut exhibitors from wine-producing regions in Italy and WineTech as evidence of the market’s growing diversity.
Italy’s Calabria Region and Mexican tequila target Asian growth
Italy’s Calabria Region made a strong impression on its Fair debut with the largest pavilion in the B2B zone. The delegation introduced trade buyers and visitors to indigenous grape varieties including the red Gaglioppo and Magliocco and the white Greco Bianco, which reflect the region’s 25 centuries of winemaking heritage, alongside regional foods such as Bergamot of Reggio Calabria, an aromatic citrus fruit, and extra virgin olive oil. Regional Councillor for Agriculture Gianluca Gallo highlighted Calabria’s unique Mediterranean landscape with three mountain ranges and the Ionian and Tyrrhenian seas creating varied microclimates that give its wines their distinctive quality and character.
The delegation also used B2B meetings, tastings and networking opportunities to connect with importers, distributors and hospitality operators from Hong Kong and the wider Asian region. Hong Kong’s trade, logistics and commercial advantages made it an effective platform for bringing European producers together with Asian buyers, while the HKTDC’s business matching and promotional support helped participating companies explore potential commercial opportunities. For Calabria, these connections marked a starting point for deeper engagement with Asia. As Regional Councillor Giovanni Calabrese put it: “The fair is not a destination, but the first major step in an exciting journey that will see Calabria playing an increasingly prominent role on the global stage.”
First-time exhibitors from Mexico used the fair to reach new markets. Artisanal tequila maker Tequilera Los Valores saw opportunities to connect with key buyers and develop distributor relationships in Asia, while another producer Desteria 501 highlighted access to international buyers and insights into market trends. Hugo Cesar Villanueva Bermudez, CEO of Casa Pajaro Verde, said: “HKTDC's support has been very important in facilitating our participation and opening doors to new commercial opportunities, providing us with a platform for international exposure.” The company aimed to meet potential distributors and establish strategic alliances as it expands into new markets.
Other newcomers were also represented. Brazil staged a dedicated wine pavilion for the first time, while a Georgian pavilion featuring 10 boutique wineries connected with buyers from Hong Kong, the Chinese Mainland, Vietnam, Australia and Spain.
New products tap changing tastes
International reach translated into business opportunities. The expanded World of Spirits zone featured exhibitors from 17 countries and regions. Prague craft distillery Garage22 secured orders on the first day and connected with around 20 buyers from markets including the Chinese Mainland, Singapore, Thailand and the Philippines.
The deal flow was equally visible among Mainland producers. The fair brought together China's top 10 baijiu brands, alongside wines from Xinjiang, Ningxia and Xizang. Sichuan producers showcased lower-alcohol and fruit-aroma baijiu aimed at younger consumers, while Malaysian buyer Albert Tan said he had held discussions with three suppliers from Ningxia and Xinjiang, with an initial procurement budget of US$50,000 (HK$392,000).
Innovation extended beyond traditional wine and spirits. Hong Kong company Quadran showcased a gin cocktail inspired by salted lime 7-Up, attracting partnership discussions with distributors and F&B groups from ASEAN, the Chinese Mainland and Hong Kong. Welsh producer Cleddau Brewing introduced paired higher- and lower-alcohol versions of its craft beer, reflecting consumer demand for greater choice.
Technology was another theme, with a WineTech industry forum exploring applications ranging from whisky investment and trading services to intelligent bartending.
More than 40 events rounded out the fair, including masterclasses, tastings, Sommelier's Picks and cocktail events featuring leading Asian bars. Exhibitors and buyers can continue to source products through the HKTDC's Click2Match online business-matching platform running until 14 November.