Global wine and spirits producers that are looking to tap into new markets and discover fresh routes through Hong Kong have praised the city as a vital regional hub for alcoholic beverage trading that connects different cultures and offers numerous opportunities.
They were speaking at Vinexpo Asia 2026, which returned to the special administrative region on Tuesday following last year’s edition in Singapore. As one of the world’s largest and most prominent wine trade shows, this year’s event features exhibitors from nearly 40 countries and regions, and has drawn thousands of visitors of whom the vast majority are professional buyers, including importers, distributors, and retailers.
Rodolphe Lameyse, chief executive officer of Vinexposium, the event’s organizer, said Vinexpo 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 have been resetting.
“Companies need market intelligence, local partners, and a clear understanding of product categories, price points, distribution channels, and consumer expectation …This is exactly the purpose,” he said.
Noting that the first edition of the fair was held in Hong Kong in 1998, Lameyse highlighted the city’s mature business ecosystem for wine trading. “Hong Kong gives Vinexpo Asia the right setting to address China and the wider region. The city combines business culture, international openness, hospitality expertise, and a longstanding connection with our industry. This is why Vinexpo Asia has such a long history here,” he said.
Among the international exhibitors showcasing their products at the trade show was Dani Nogué, founder of Spanish vineyard Azul y Garanza which specializes in organic wine.
The entrepreneur, who returned to the exhibition in Hong Kong for the first time after 16 years, said sustainably and organically produced wines have already gained deep traction among European consumers.
Through this year’s event, Nogué said he hopes to secure new distributors in Hong Kong and the Chinese mainland, as well as expand his products’ footprint into Southeast Asian markets like Vietnam and Thailand.
To adapt to shifting trade dynamics and changing consumption patterns across Asia where younger demographics increasingly prefer fresher, lighter and healthier styles, the fair also introduced a new format for its Hong Kong edition, adding two complementary sessions focused specifically on spirits and non-alcoholic beverages.
One of the participants in the newly introduced categories was Imodaimyojin, a premium spirits maker from Japan. Brand Director Natsumi Nagaoka said the company is currently on a world tour to showcase its new products, with Hong Kong being the latest stop following a launch in London.
“Hong Kong is the center of the Asian market -- it’s a hub in the market,” said Nagaoka. “We are very new to Hong Kong and the Asian markets, so we are finding some partners in this area,” she added, revealing the brand is already in negotiations with a few Hong Kong buyers including bars and hotels.
Nagaoka said the brand aims to promote its rich spirits culture to international consumers. She added that Hong Kong’s position as a gateway connecting different parts of the region plays a vital role in introducing “good value, history, and tradition”.
Chinese brands also leveraged the fair to boost brand awareness. Li Yiting, business development executive at ZJLD Group Inc, one of the country’s leading baijiu producers, said the company aims to reach a broader client base, with a particular focus on Europe and Africa.
“There is still immense room for growth even though we have already secured some clients from Malaysia, Australia, and South Korea,” Li said.
She highlighted Hong Kong’s low duty rate for liquor and diverse cultural background as unique advantages for domestic companies looking to expand globally.
“Hong Kong’s advantage, its exceptionally low spirit tax, makes it an ideal breakthrough point for tapping into the global market,” Li said. “The city brings together importers from different countries on many occasions, including today’s exhibition we are seeing … So for us, in terms of going global, I think Hong Kong is the best springboard.”
