Jike Yu, General Manager of Tsingtao Distillery Co., Ltd, introduced his company at the Hong Kong International Wine & Spirits Fair. "The company began in 1912. Our historic distillery has been preserved since then," he stated. "We relaunched the brand with new packaging in 2022, and have since won multiple gold awards in international spirit competitions."

The brand just established an export company in Hong Kong this year. Explaining why Tsingtao Distillery established its global export headquarters in Hong Kong, Yu noted: "Hong Kong is a financial center where many international partners prefer to conduct trade. That's why we've located our international business headquarters here."

This marks Tsingtao Distillery's debut at the fair. "This is our first time participating," Yu confirmed. "We chose this event because it features many Chinese alcoholic beverages. As China's earliest whisky distillery, we want to showcase the quality of domestic whisky through this platform."

Despite only half a day of exhibition, Yu reported promising connections: "We've met Hong Kong buyers from supermarket and bar channels, plus international clients from Australia and Korea. Several potential partners have already approached us."

Regarding transaction targets, Yu shared: "We didn't set strict revenue goals for this first exhibition. Our primary aim is to officially launch in the Hong Kong market. Given we've already identified two or three potential clients in half a day, we expect good results over these three days. Local industry professionals have given highly positive feedback on our products."

Max Rabinsky, the founder and also the distiller at Kowloon Spirits Limited, Hong Kong's first whiskey distillery. The startup, which began operations just five months ago in June, also produces gin with brandy and vodka in development.

Regarding their market progress, Rabinsky shared: "We've just got our first orders for Japan and mainland China. This fair provides crucial exposure to local and international distributors. We're seeing previous distributors returning to solidify relationships and make more concrete agreements."

When asked about first-day results, he reported: "So far, the people approaching us are local distributors. We've given many samples and made new connections. Our goal is to establish an additional distributor relationship in mainland China through this event."

On transaction targets, he specified: "We're hoping to send at least an entire pallet before Christmas." He praised the fair's organization, noting "the Wine and Spirit Festival is very well organized, very professional" and expressed gratitude that "as a small startup distillery, this has given us significant exposure."

Traditional Chinese Version

This is our first time participating in the Hong Kong International Wine & Spirits Fair," the representative from Hongjiaban expressed enthusiastically. "We're truly excited to be here and have gained valuable insights from observing the elaborate booth designs of other established wine merchants. This experience has motivated us to improve our presentation for next year's event."

When asked about their exhibition objectives, they explained: "We chose this fair specifically to connect with overseas merchants and alcohol distributors. Having friends in Malaysia and Korea who appreciate our baijiu and recognize its market potential, we're looking to explore development opportunities in these regions. As I'm originally from Canada and currently in discussions with Canadian partners, this international platform provides perfect networking opportunities."

Regarding market response at the fair, they observed: "Overseas markets are increasingly accepting Chinese baijiu. Our sauce-aroma style has been well-received by visitors who find it more approachable. We're considering introducing cocktail versions using our 5-year baijiu to help international consumers appreciate Chinese Baijiu culture more easily.

"This is the first time Tasmania has sent a delegation of our spirits producers to the Hong Kong International Wine & Spirits Fair," David,  the Tasmania Pavilion representative stated. "We brought whiskey, baijiu, gin and other fabulous spirits from Tasmania and Australia. This fair provides a great platform to reach not just Hong Kong's industry, but the entire regional market."

When asked about the event's distinguishing features, they emphasized: "What's really special is HKTDC's business matching service. They do it so well, and the entire fair organization has been seamless." Despite being the first day, they reported excellent response: "We've met buyers and distributors from across Asia - including India, Southeast Asia, Japan, and particularly the greater China market. The reaction to our whiskeys has been wonderful, especially since many people haven't heard of Tasmanian whiskeys that are winning world's best awards."

Regarding Hong Kong's position as a trade hub, they affirmed: "The liquor tax reduction makes Hong Kong even more attractive as our entry point into the broader Asian market. This fair, with over 620 brands from 23 regions, truly reinforces Hong Kong's role as an international hub." They particularly praised HKTDC's support: "They've been true partners from the beginning - both the Hong Kong team and Sydney office are equally excited about promoting Tasmanian products in this region."

Zhejiang Yuanguo Winery Industry Co., Ltd from mainland China, bringing their signature light aroma type of baijiu to the HKTDC Hong Kong International Wine & Spirits Fair this year. This marks their first participation in Hong Kong, though they've exhibited extensively domestically. “The international character here is remarkable – we've engaged with hundreds of visitors today alone, including dozens of serious trade buyers from India, Indonesia, Canada, and Southeast Asia who are keen on distributing our baijiu globally.”

The scale of engagement has been extraordinary. “We've connected with over 100 general consumers and about 20 serious trade partners at the International Wine & Spirits Fair.” One-third of these business contacts have already scheduled factory visits to discuss distribution agreements. The fair's global platform helps demystify baijiu for younger consumers while showcasing its cultural significance to international buyers.

The show introduces traditional Chinese spirits to global audiences through three key avenues: attracting younger demographics who discover baijiu's complexity, providing direct access to international distributors, and leveraging Hong Kong's tax advantages for spirits to enhance competitiveness. The 600+ exhibitors from 23 regions create unparalleled cross-cultural exchange opportunities.

The fair's international character differs fundamentally from mainland events. Where domestic shows mainly attract local buyers, Hong Kong's version brings global connectivity. This aligns perfectly with China's "baijiu going global" initiative, using Hong Kong's strategic position to introduce Qingxiang-style baijiu to new markets where its smooth profile resonates with international palates.

“Shepperton (HK) Limited, representing the Hongjiaban brand with sauce-aroma baijiu from Maotai Town, Guizhou," stated Director Mr. Billy Or at the Hong Kong International Wine & Spirits Fair. "We have brought three products to the exhibition: 5-year, 10-year, and 15-year aged sauce-aroma baijiu, each catering to different market preferences."

As first-time exhibitors, Mr. Or explained their choice: "We selected this renowned Hong Kong fair because Hong Kong serves as an important wine and spirits hub. Through this prestigious platform, we hope to introduce our baijiu to broader audiences."

Located in the World of Spirits zone, Mr. Or confirmed the section's effectiveness: "Today we've met buyers from various countries including Japan, who are showing growing interest in sauce-aroma baijiu culture. This has generated genuine business opportunities. The zone also provides an excellent platform for collaboration between brands like ours and other industry players."

Regarding Hong Kong's recent liquor tax reduction, Mr. Or commented: "The revised tax rate makes Hong Kong an even more effective beverage hub. It allows the market to access quality wines and spirits at more reasonable prices, which definitely helps the industry's development."

Queenie, the representative of Foreign Food Profits Trading Company, with five years of experience in Hong Kong specialising in import trading, stated, "while we primarily focus on beer, we have recently developed our own whisky line. We exclusively import the whisky base from Scotland, then complete the entire production process - from development and design to bottling and canning - here in Hong Kong."

Regarding their market strategy, they explained: "As a three-month-old newborn product, we're targeting both local and overseas clients. We've already entered major Japanese department stores and are discussing partnerships with hotels and Macau establishments." The fair has generated significant international interest: "We've received inquiries from Japan, Malaysia, Singapore, mainland China, and Thailand - all potential distributors interested in collaborating to bring this Hong Kong-made product to their markets. We're initially focusing on the Asian region."

The company has already secured initial orders: "Yesterday we had several small bar owners place orders for a few cases. For overseas prospects, we're providing free samples to serious inquiries and will follow up via email to discuss cooperation."

They praised the fair's organization: "We're grateful for HKTDC's tremendous support. The media and KOL teams have been particularly helpful in promoting our Hong Kong-made product." Notably, "even popular star Andy Lau has agreed to support us because he appreciates products made with heart."

Suggesting improvements, they proposed: "Creating a dedicated 'Hong Kong-made' zone would enhance the atmosphere and provide better promotional opportunities for local products. While we've noticed more Hong Kong manufacturers this year, they're scattered throughout the venue. Grouping them together would create stronger synergy."

"My name is Paola Benrushi, the Trade Commissioner for Italy in Hong Kong," she stated at the Hong Kong International Wine & Spirits Fair. "This marks my third edition of organizing the Italian official pavilion here. The Italian Trade Agency, established in 1926, is a government organization that supports Italian companies expanding abroad, including through financial assistance for participating in fairs like this."

Regarding this year's pavilion, she explained: "Our clean, bright design emphasizes the quality and variety of Italian wines. Though Italy is geographically compact, our wine diversity is unparalleled globally - from Alpine mountains to southern volcanoes, this climatic variety creates truly unique products."

Beyond wine, she noted: "We also feature spirits, particularly gin. While not traditionally an Italian product, entrepreneurs are now crafting exceptional gins infused with Mediterranean herbs, making it an increasingly popular category."

On the fair's international reach, she confirmed: "Our participants consistently value meeting not only Hong Kong buyers but also those from mainland China, Macau, the Greater Bay Area, and neighboring countries. Thanks to HKTDC's official delegations, our companies have connected with buyers from Australia, Malaysia, and across the globe - this is truly an international event."

Ladislav Simek, Process Development Manager from Green Tree Distillery, founded in 1518. “With over 500 years of history, our recipes are closely guarded secrets passed down through generations—some so confidential that even many of our own team members don't know them.” As the second-largest distillery in the Czechia, the distillery produce an extensive range of spirits including specialty whiskeys, rums, vodkas, fruit distillates, and herbal liqueurs.

"This is my first time attending the Hong Kong Wine & Spirits Expo, though our company exhibited here last year. We're targeting the entire Far East region for expansion, seeking distributors who appreciate premium craft spirits. While we've received enthusiastic feedback about our whiskey, the unexpected interest in our rum collection—from 10-year-old aged varieties to flavored expressions—has been particularly exciting. Our absinthe and herbal liqueurs like Fernet have also drawn attention for their uniqueness."

"We've engaged with serious buyers from Mainland China, Hong Kong, and Malaysia, with additional interest from Japan. Though we've received direct purchase orders, our primary goal is establishing long-term distributor partnerships. Our products cater to connoisseurs seeking exceptional flavors rather than mass-market consumers. The ritual of drinking our absinthe, for instance, creates an experience that transcends ordinary spirit consumption."

"The Hong Kong International Wine & Spirits Expo provides the perfect platform for introducing our heritage to new markets. While price sensitivity exists in the region, we believe our centuries-old production methods and unique flavor profiles deliver unmatched value that discerning distributors will recognise."

After nearly a decade in operation, Myicellar Limited has evolved from a mobile app startup into an integrated beverage platform. Event Manager Isaac Lee emphasised their strategic shift from pure transactions to experiential engagement, creating a complete consumer journey from discovery to purchase through tasting events and cross-industry collaborations. Their product range has expanded beyond wine to include Chinese baijiu (with exclusive distribution rights for Guizhou Zhenjiu), sake, spirits, and emerging categories like sparkling tea.

Participating for the third time in this fair, Myicellar's objectives have continuously evolved. Following the acquisition of Guizhou Zhenjiu distribution rights, the company's focus has shifted toward international expansion. The fair serves as a strategic platform to connect with potential partners from Singapore, Thailand, and European markets. Their booth design strategically accommodates both B2B negotiations and public day promotions, enabling direct engagement with restaurant chains, event organizers, and end consumers.

Based on years of exhibition experience, Isaac notes that immediate transactions primarily consist of retail orders (ranging from thousands to tens of thousands HKD), while major export deals typically require post-event follow-up. Notably, the fair has generated unexpected cross-industry opportunities,  the company has established long-term partnerships with logistics providers and international distributors initially contacted at previous exhibitions.

"We are Sunyard Winery from Xinjiang, established in 2004 – making this our 21st year of winemaking. Our facility covers 25,300 square meters with 6,000 mu of vineyards, producing 6,000 tons annually. As we say: 'Hami has its sweetness, Sunyard has its romance.' Our core products include dry whites, sweet whites, rosés, and lightly sparkling wines.

At this Hong Kong Convention and Exhibition Centre event, we've successfully signed a 300,000 RMB letter of intent with a local buyer. The agreement focuses on our popular lightly sparkling wines and premium sweet whites, with our signature rosé also being a highlighted product.

This marks our second participation in this exhibition. Under the Xinjiang government's guidance, over a dozen local wineries joined this special zone to showcase our regional characteristics.

Over 2.5 days, we connected with four potential distributors and over 40 contacts from Hong Kong, Shenzhen, Canada, Australia, Singapore, and Malaysia. Interestingly, we nearly sold out our inventory – only one bottle remains!

Hong Kong consumers demonstrated remarkable professionalism, offering valuable suggestions like internationalizing our labels to appeal to global audiences."

Eunbin Park, a buyer from South Korea's Shinsegae L&B said "This is my first time visiting the fair, and I find it really interesting and meaningful," Park shared. "There are so many wineries and beverage companies here that I can find many sourcing items."

When discussing sourcing targets, Park explained: "We're currently concentrating on Portuguese wines. Today I met five Portuguese wineries, our target is specifically Portuguese white wine, along with sake which I plan to visit tomorrow." The buyer confirmed already identifying promising prospects: "The first winery I visited was really interesting because the price was very reasonable with good quality. We're going to meet tomorrow again to continue discussions."

Regarding procurement plans, Park revealed: "We have a budget of US$20,000 allocated for Portuguese wines from this fair." However, the buyer's interests extend beyond Portugal: "I also visited Australian wine booths and found really good quality there too. There are many interesting grape varieties like Fiano and Pinot Grigio that caught my attention."

759 Store Hong Kong, with over 50 years in the grocery industry. "We've participated in exhibitions across Europe and Southeast Asia, but HATDC has made great endeavors in bringing the world to Hong Kong."

When asked about this year's fair, the representative observed: "We're seeing suppliers from more diverse geographical areas - besides Australia and China, we have Czech Republic and Germany. Particularly noteworthy is the increased presence of spirit suppliers following last year's tax revision, which aligns perfectly with market needs."

The discussion also touched on Chinese baijiu's growing presence. "This year I've seen approximately two hallways dedicated to baijiu from China. Though Hong Kong consumers aren't yet accustomed to strong spirits, the favorable market conditions suggest this will change in the near future."

Regarding sourcing preferences, the representative shared: "While we traditionally carry wines from France, Germany and Spain, we're actively seeking new options from neighboring countries and other regions." They particularly emphasized supplier commitment: "Beyond product variety, what matters most is their dedication to entering the Hong Kong and China markets - they eagerly share their history and development plans during discussions."

The representative concluded by complimenting the event organization: "As a major buyer, we appreciate how well-organized HKTDC is. The scheduled meetings allow us to prepare properly, ensuring efficient and productive discussions."

Luning F&B is a major wine and spirits distributor in Malaysia. The Managing Director Kenneth said, "I have been visiting this fair for many years, with the clear objective to explore new alcoholic beverages for import and distribution in Malaysia."

When asked what distinguishes this event, Kenneth explained: "Unlike specialized shows focusing on single regions like Italy or France, Hong Kong Wine & Spirits offers wider variety, particularly from China and Asia-Pacific. You find baijiu and emerging Chinese wine regions like Xinjiang and Ningxia here - products I rarely encounter at other international shows."

Regarding sourcing targets, he specified: "We currently import some baijiu but lack Chinese wines. I'm looking to source red and white wines from Ningxia alongside additional baijiu selections." He confirmed substantial procurement plans: "If successful in securing suitable products, I anticipate annual purchases between US$2-5 million."

The buyer reported productive meetings: "Thus far I've connected with 8-10 exhibitors and will continue exploring interesting products." He praised the fair's role in facilitating industry connections: "The organizers excel at matching buyers with exhibitors. This creates valuable opportunities to discover producers from remote regions like Xinjiang that would otherwise be difficult to visit directly."

"My name is Sumit Gujrat from Gujrat Brothers, a 115-year-old family business where I represent the fifth generation," stated the Indian importer at the Hong Kong International Wine & Spirits Fair. As India's oldest liquor industry family, they currently distribute for major companies including Castel, Europe's largest wine producer.

When discussing market changes, Gujrat directly addressed industry challenges: "The global wine business is declining. Twelve years ago this fair occupied two full levels, but now it's significantly smaller. Many European wineries prefer staying within Europe rather than expanding to Asia." Despite this trend, he maintained a pragmatic approach: "The wine market will eventually recover. Meanwhile, I'm focusing on Australian and Chilean wines, especially since India's new free trade agreement with Australia creates fresh opportunities."

His sourcing strategy reflected market realities: "With India's 400-500% total tax burden on alcohol, I'm seeking affordable options like Spanish wines at €1 per bottle. I'm also exploring spirits like award-winning Australian gin and soju, which shows growing potential in India."

"My name is Sitho from Whiskey and Wine Cambodia, established five years ago in Phnom Penh," the buyer shared at the Hong Kong International Wine & Spirits Fair. When asked about his sourcing objectives, he stated: "We're looking for various types of whiskey, wine, and sake. I previously indicated in the application that we need more suppliers to fulfill our requirements."

After exploring the exhibition, he confirmed: "I found some suitable suppliers from Spain and Australia, primarily for red wine." However, regarding procurement budget, he explained: "I need to reassess the Cambodian market situation before finalizing purchase plans for Spanish or Italian red wines. It's better to first confirm the product's market acceptance."

As a returning visitor, Sitho noted: "This is my third time attending this HKTDC-organized event. I remain very interested and truly enjoy this exhibition each time."

Vincent, representitive from Chung Voi Nhau Company Limited, the Vietnam-based wine importer. Comparing the event to larger fairs like Vinexpo, he noted: "This is quite small, but it offers a nice opportunity to connect with Chinese suppliers."

Vincent operates a boutique wine business in Vietnam through his wife's French company. "We specialize in domain wines and handle both on-trade and off-trade distribution, primarily supplying hotels and restaurants, with retail representing only 10-15% of our business," he explained. "We deliberately avoid nightlife venues and spirits, focusing exclusively on wines that tell a story."

His sourcing philosophy emphasizes uniqueness over scale: "I'm not interested in large negociants like Chapoutier. We seek affordable yet distinctive wines with character - producers who work with passion and rediscover forgotten grape varieties. Recently I discovered fascinating indigenous varieties in Portugal and returning French Carmenère."

Regarding investment, Vincent shared a precise formula: "Each new product costs us €5,000 in initial investment, covering marketing and inventory. We plan to add 20 new SKUs annually, representing a €100,000 yearly investment. That's why fairs like this are crucial - they help us discover unique producers that align with our boutique philosophy."

Yao Xiang is the Sommelier from Upper House Chengdu,"following our recent rebranding from The Temple House, we now operate as sister properties with Hong Kong's Upper House under Swire Hotels", he said.

Regarding sourcing objectives, they explained: "My primary goal is to enhance our wine list with distinctive yet value-driven selections. While we're part of a hotel group, each property maintains independent beverage programs. I'm focusing particularly on wines that can help develop Chengdu's market, which requires more cultivation compared to first-tier cities."

The sommelier showed particular interest in emerging categories: "I'm actively seeking low-alcohol and non-alcoholic options, reflecting the growing consumer trend toward mindful drinking. People want quality over quantity, or faster alcohol metabolism when they do drink."

They reported positive discoveries: "Czech wines have been surprisingly impressive. Having tasted limited Czech offerings in France previously, I found several producers here with clean, unique profiles that show market potential - once they secure proper importers." However, they noted structural limitations: "As a hotel, we must work through importers rather than dealing directly with producers, per our procurement system."

While acknowledging the no/low trend's importance for driving professionals and health-conscious consumers, the sommelier admitted: "I haven't yet found no/low options that meet my expectations, though I need more time to explore the extensive offerings."

"I am the founder of Hong Kong Dragonfly International Group, focusing on distributing Xinjiang's agricultural specialties in the Greater Bay Area. Leveraging Hong Kong's global platform, we aim to bring Xinjiang's premium products overseas—what we call 'Xinjiang's Agricultural Global Expansion' initiative."

The company currently holds exclusive distribution rights in Hong Kong and Macau for several leading Xinjiang brands, including Yilite baijiu, Xiangdu and Loulan wines, and Tianren Dairy products. Thanks to Xinjiang's natural advantages—abundant sunshine extending until 10:30-11:00 PM in summer, glacier meltwater irrigation, and fertile soil—create exceptional products. "We recently signed a 300,000 RMB contract with Sunyard Winery because of their focused approach and excellent product quality. While we haven't signed with other wineries yet, we're also promoting Yizhu's ice wines and will continue to support Xinjiang wines through our international network."

Mr Du cited, the exhibition organisation has been exceptionally professional. “HKTDC's meticulous vendor support and targeted buyer invitations connected us with serious buyers from Malaysia, Australia, Japan, and Singapore. International buyers recognise this as a prime opportunity—the best time to enter a market is when it's still developing."