Looking to explore new markets and explore new routes through Hong Kong, global wine and spirits producers hail Hong Kong as an important regional hub for the alcoholic beverage trade that brings together different cultures and offers many opportunities.
They spoke at Vinexpo Asia 2026, which returned to the SAR on Tuesday after being held in Singapore last year. One of the world’s largest and most famous wine trade fairs, this year’s event attracted exhibitors from around 40 countries and territories and thousands of visitors. The majority of them are professional buyers such as importers, distributors, and retailers.
Rodolphe Lamèze, CEO of Vinexposium, which organizes the event, said Vinexpos Asia aims to bring industry players closer to real buyers and partners who “shape demand across the region”, including in the fast-growing Chinese market where consumer preferences are being reset.
“Companies need market intelligence, local partners and a clear understanding of product categories, price points, distribution channels and consumer expectations…this is exactly what they are looking for,” he said.
Mr. Ramese noted that the first trade fair was held in Hong Kong in 1998, and highlighted Hong Kong’s mature business ecosystem in the wine trade. “Hong Kong gives Vinexpo Asia the right environment to serve China and the wider region. The city combines business culture, international openness, hospitality expertise and long-standing connections with our industry. This is why Vinexpo Asia has such a long history here,” he said.
Among the international exhibitors displaying their products at the fair was Dani Noguet, founder of Azul y Garanza, a Spanish vineyard specializing in organic wine.
The entrepreneur, who is returning to the Hong Kong exhibition for the first time after 16 years, said that sustainably and organically produced wine already has a deep following among European consumers.
Through this year’s event, Noge said he hopes to secure new distributors in Hong Kong and mainland China, and expand the footprint of his products into Southeast Asian markets such as Vietnam and Thailand.
To adapt to changing trade dynamics and changing consumption patterns across Asia, where young people increasingly prefer fresher, lighter and healthier styles, the fair has also introduced a new format for its Hong Kong edition, adding two complementary sessions focusing specifically on spirits and non-alcoholic beverages.
One of the companies participating in the newly introduced category is Japanese premium spirits maker Imo Daimyojin. Brand director Natsumi Nagaoka said the company is currently touring the world to introduce the new product, and Hong Kong will be its latest stop following the launch in London.
“Hong Kong is the center of the Asian market and a market hub,” Nagaoka said. “We are completely new to Hong Kong and the Asian market, so we are looking for partners in this space,” she added, revealing that the brand is already in talks with several buyers in Hong Kong, including bars and hotels.
Nagaoka said the brand aims to spread its rich spirits culture to consumers around the world. He added that Hong Kong’s position as a gateway connecting different parts of the region plays an important role in introducing “values, history and traditions”.
Chinese brands also used the exhibition to increase brand awareness. Li Yiting, head of business development at ZJLD Group, one of the country’s leading baijiu manufacturers, said the company aims to reach a wider customer base, with a particular focus on Europe and Africa.
“We have already secured some customers from Malaysia, Australia and South Korea, but there is still a lot of room for growth,” Lee said.
He highlighted Hong Kong’s low alcohol tariffs and diverse cultural background as unique advantages for local companies looking to expand globally.
“Hong Kong’s advantage is that it has an exceptionally low tax rate, making it an ideal breakthrough to enter global markets,” Mr Lee said. “This city attracts importers from different countries on different occasions, including today’s exhibition that we’re looking at… So for us, I think Hong Kong is the best starting point in terms of expanding into the world.”
gabylin@chinadailyhk.com
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