Hong Kong, May 28, 2026 — Vinexpo Asia, held from May 26 to 28, once again firmly established Hong Kong’s position as a leading platform for wine and spirits trade in the Asia-Pacific region. The 2026 edition welcomed 14,273 industry professionals from 76 markets and regions, a substantial expansion from 59 in 2024. The number of exhibiting producer countries and regions also rose from 35 in 2024 to 38. These results show that wine and spirits producers around the world continue to build deep ties with Asian markets despite ongoing geopolitical and economic challenges.
Vinexpo Asia, which has been held in Hong Kong since 1998, once again received support from key local organizations including the Hong Kong Tourism Board. The show was officially opened by the Acting Secretary for Commerce and Economic Development of the Government of the Hong Kong Special Administrative Region.
Two dedicated areas introduced in Hong Kong for the first time — the spirits-focused “Be Spirits” and the no-alcohol “Be No” — reflected changing consumption trends across Asia. Be Spirits in particular tripled its number of exhibitors compared with the previous edition, while non-alcoholic products accounted for roughly 10% of all products exhibited, drawing strong attention as a growth category.
“With Vinexpo Asia, Vinexposium is further strengthening its presence in Hong Kong. Hong Kong is a vital gateway to Greater China and has long played an important role for the wine and spirits industry. It will also remain an indispensable strategic market for future growth. The 2026 edition reflects our strong commitment to developing Hong Kong as a hub where producers from around the world, local industry professionals and the wider Asia-Pacific region come together.” — Rodolphe Lameyse, CEO of Vinexposium
Hong Kong as a Major Trade Hub in the Asia-Pacific Region
This year’s Vinexpo Asia marked the tenth Hong Kong edition since the event was first held there in 1998. The trade fair is deeply rooted in Hong Kong and serves as an important business networking venue for wine and spirits professionals across the Asia-Pacific and Greater China regions.
The importance of the region was also evident from the distinguished attendance at the fair. Guests included Dr Bernard Chan, Acting Secretary for Commerce and Economic Development of the Government of the Hong Kong Special Administrative Region; H.E. Mr Bertrand Lortholary, Ambassador of France to China; H.E. Mr Harvey Rouse, Head of Office of the European Union to Hong Kong and Macao; 25 consuls general and trade advisers representing 18 countries; and representatives of international chambers of commerce.
“Hong Kong has a unique position as a ‘super connector’ and ‘super value-adder,’ linking mainland China with international markets. Beyond policy and infrastructure, what truly defines Hong Kong is its energy, its openness to new ideas, and its ability to connect East and West as a vibrant center for gastronomy and wine.” — Dr Bernard Chan, Acting Secretary for Commerce and Economic Development, Government of the Hong Kong Special Administrative Region
At Vinexpo Asia 2026, visitors from mature markets including mainland China, Hong Kong, Taiwan and Macao, as well as Japan and South Korea, accounted for 75% of total attendance, once again demonstrating the event’s regional pull. Participation also increased from Southeast Asian markets including Singapore, Thailand and Vietnam.
The continued expansion of Vinexposium’s industry network also contributed to the event’s success. A total of 28 regional and industry organizations participated, up sharply from 19 in 2024, further strengthening connections among importers, distributors and sommeliers in key Asian markets.
Strong Participation by Global Producers Underscores the Appeal of Asian Markets
Against an increasingly challenging global economic and trade environment, the number of participating producer countries rose from 35 in 2024 to 38 this year. The increase reflects a strong determination among producers to maintain an active presence in Asia and establish their commercial positions in the region. In addition to participation from the world’s major wine and spirits producing countries, the 2026 edition also saw new producers from countries that had previously had relatively limited representation at the event, further broadening its diversity. Nine countries — Austria, Belgium, Georgia, Greece, Hungary, Moldova, Slovakia, Tunisia and Uruguay — participated as exhibitors for the first time.
Wine-producing regions and national pavilions from France, Germany, Italy, New Zealand and Australia, as well as California and Oregon in the United States, the Tejo region of Portugal and Castile and León in Spain, further expanded the geographic diversity of products presented at the show.
“Vinexpo Asia 2026 demonstrates that Asian markets remain highly attractive to producers around the world. Despite a complex global economic and trade environment, the increase in international exhibitors shows that many producers and businesses view Asia as a strategically important market. Our trade fair fully serves its role as a place where industry professionals can meet, understand regional market trends and create new business opportunities.” — Grace Ghazalé, International Events Director, Vinexposium
Be Spirits and Be No Support the Diversification of Consumption in Asian Markets
Be Spirits continues to gain momentum within Vinexpo Asia and symbolizes the growing diversification of Asia’s wine and spirits market. This year, 105 companies from 18 countries exhibited in the dedicated spirits area, a substantial increase from 13 countries in 2024. International exhibitors accounted for 89% of all exhibitors in the area, up sharply from 63% at the previous edition.
Dedicated to spirits, beer, cider, sake and mixology, Be Spirits supports the growth of premium categories and changing consumer habits in Asian markets. These shifts are being driven by innovation, a renewed focus on tradition and ingredients, and rising demand for premium products.
In 2026, three new national pavilions from Australia, Japan and South Korea joined Be Spirits, reflecting its international growth and expanding influence.
From Japan, the National Tax Agency presented a Japan Pavilion featuring sake, shochu and other products, with 11 participating companies. CruX Co., Ltd. also presented a Japanese wine pavilion featuring wines from 22 Japanese wine producers. Both pavilions were participating in the Hong Kong edition for the first time, and each attracted a steady stream of buyers throughout all three days.
“We decided to participate in Be Spirits at Vinexpo Asia because Hong Kong is an ideal strategic base. Not only is Hong Kong located at the center of our key target markets, it also has a highly sophisticated bar culture in the field of mixology, making it an ideal city for bringing our products to market.” — Carolyn Etherington, Australian Trade and Investment Commission
The Academy, which hosted 25 masterclasses and conferences, also offered numerous sessions focused on Be Spirits. One example was NielsenIQ’s “Bartenders Asia: Reshaping Global On-Trade Trends.” The session brought together on-trade professionals from bars and hotels as well as prominent bartenders to discuss how consumer trends are changing bar experiences and brand strategies.
Although still at an early stage within the fair, Be No highlighted the growing presence of non-alcoholic products in Asian markets. Approximately 10% of the products exhibited — one in every ten — were non-alcoholic, demonstrating rising interest in the category.
A New Strategic Cycle for Vinexpo Asia
With nearly 30 years of activity in Asia behind it, Vinexposium is now preparing the next stage of Vinexpo Asia’s development. Its strategy is to provide international exhibitors and industry professionals with greater visibility, consistency and long-term value across Asian markets.
“The market is asking for greater stability. From 2027 onward, our aim is to establish Vinexpo Asia as an annual event held in a single Asian location. This is a strategy aligned with the needs of our customers and the long-term development of the industry,” concluded Rodolphe Lameyse, CEO of Vinexposium.
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