Vinexpo Asia 2026: Hong Kong at the Heart of the Wine & Spirits Industry

Vinexpo Asia 2026: Hong Kong, the wine and spirits capital of Asia-Pacific

From 26 to 28 May 2026, the Hong Kong Convention and Exhibition Centre will host Vinexpo Asia, one of the must-attend gatherings for wine and spirits professionals in Asia. Organised by Vinexposium, the global leader in events dedicated to the industry, the trade show positions itself as the strategic platform for reaching the region's most dynamic markets, with a particular focus on Greater China.

The event, rooted in Hong Kong since 1998, brings together international producers, importers, distributors and trade prescribers. The previous edition in 2024 gathered 1,032 exhibitors from 35 countries and 14,203 trade visitors from 60 countries, including 75% from Greater China, Hong Kong, Macau and Taiwan.

An Asian market in deep transition

Asia is going through a profound transformation. In 2024, the Chinese alcoholic beverage market declined by 5% compared with 2023, a consequence of shifting consumption habits: fewer business banquets, more at-home and occasional drinking, and a more demanding qualitative trade-off. Yesterday's ostentatious model is giving way to a soberer approach where value for money trumps display.

Hong Kong, whose market fell 8.2% in 2024, retains its status as a major commercial and financial hub. The complete absence of customs duties on wine and its re-export capacity make it a privileged gateway to neighbouring markets. Taiwan (-3.2%) confirms its profile as a mature import-driven market, with growing interest among younger consumers for wine and whisky. Macau (-0.2%) sees cognac up 9.7%, bucking the decline in wine and RTDs.

Consumer trends in Greater China

Five dynamics now shape the market. Premiumisation continues despite the overall volume drop: consumers in search of authenticity place increased importance on the product's origin. Aromatic white wines, rosés and accessible sparkling wines like Prosecco, Cava and Moscato are gaining ground, driven by demand for fresher, lighter styles that pair perfectly with Asian cuisine.

Imported spirits — whisky, agave, gin, rum, vodka — are taking the lead over domestic production. Cocktail culture is taking root in the big cities and young consumers are massively adopting ready-to-drink beverages (RTDs). At the same time, the no-low category is enjoying double-digit growth, fuelled by the quest for wellbeing. Finally, e-commerce is becoming central: more than 25% of wine value sales now go through online channels, according to IWSR.

This shift in the Chinese market is part of a broader movement we explored in our analysis of the Japanese market, another regional pillar in full transition.

Gilbert & Gaillard in Asia: over twenty years of established presence

Long before Asia became the playground of the world's major wine players, Gilbert & Gaillard was already there. Over twenty years ago, we were among the first to offer our guides translated into Japanese and Chinese — a pioneering bet on markets then little explored by the international wine press, and one that laid the foundations for lasting recognition of our awards across the region.

Today, that long-term work is bearing fruit. Our medals are a recognised reference for a dense network of importers, agents and distributors across Japan, China, Hong Kong, Taiwan and beyond — professionals who rely on our ratings to guide their selections and validate their choices with local buyers. It is in that spirit that we will be present at Vinexpo Asia 2026: to keep building, meeting after meeting.

A broadened global platform: Be Spirits and Be No

The 2026 edition marks a turning point with the launch of two new spaces. Be Spirits opens a zone dedicated to premium spirits, beer, cider, sake, mixology and innovation. Be No is the first international event entirely devoted to non-alcoholic drinks, capitalising on the double-digit growth of this category in Asia.

On the pavilion side, more than 20 countries have already confirmed their presence: South Africa, Germany, Australia, Chile, China, South Korea, Spain, United States, France, Hong Kong, Ireland, Italy, Japan, North Macedonia, New Zealand, Portugal, United Kingdom and Switzerland. Several institutional pavilions support this deployment: Business France, ICE for Italy, Wine Australia, CVR Tejo for Portugal, Wines of Germany, the California Wine Institute and Wines of South Africa. Be Spirits and Be No will host a Japanese pavilion and a South Korean pavilion for their launch.

The Academy: a laboratory of ideas

Vinexpo Asia 2026 marks the great return of The Academy, the sector's reference forum. More than 40 sessions — conferences, round tables and masterclasses — are on the programme, led by top-level international experts. Topics cover the evolution of the collectible fine wine market, the transformation of distribution channels — a subject also at the heart of debates at Vinitaly 2025 —, the rise of e-commerce, instant-sales strategies and the challenges of food and wine pairings in the context of Chinese cuisine.

A new China-Africa trade dynamic

The entry into force, on 1 May 2026, of the free trade agreement between China and 53 African countries adds a strategic dimension to this edition. The zero-tariff policy opens growth prospects for African wine and spirits producers on the Chinese market. Vinexpo Asia positions itself as the ideal platform to identify the right distribution partners and build lasting commercial relationships. This momentum echoes a broader trend of opening up to global markets, already seen for example in the breakthrough of Portuguese wines on the international scene.

Practical information

Vinexpo Asia 2026 will be held from Tuesday 26 to Wednesday 27 May from 9:30 am to 6:30 pm, and on Thursday 28 May from 9:30 am to 5:30 pm, at the Hong Kong Convention and Exhibition Centre, 1 Expo Drive, Wan Chai, Hong Kong. All information and registrations are available at vinexpoasia.com.