Vinexpo Asia 2026: 3-Day Grand Global Beverage Business Showcase in Hong Kong

HONG KONG, Feb. 26, 2026: At a time when global trade patterns are shifting and consumption habits across Asia are undergoing rapid transformation, Vinexpo Asia 2026 is set to bring together leading stakeholders from the wine, spirits, and non-alcoholic beverage industries for a three-day business showcase in Hong Kong. Scheduled to take place from May 26 to 28, 2026, at the iconic Hong Kong Convention and Exhibition Centre (HKCEC), the event will serve as a major platform for industry professionals looking to understand and adapt to Asia’s evolving beverage market landscape.

Organised by Vinexposium, Vinexpo Asia continues to reaffirm its standing as one of the most influential business events for the Greater China region. At the same time, the exhibition maintains a strong outreach across Asia-Pacific markets, ensuring participation from stakeholders across mature and emerging economies alike. Alongside its Singapore counterpart, which focuses primarily on Southeast Asia, Vinexpo Asia in Hong Kong positions itself as a strategic meeting point for producers, distributors, retailers, and decision-makers navigating a rapidly transforming global marketplace.

A Legacy Anchored in Asia’s Dynamic Growth

Since its inception in 1998, Vinexpo Asia has played a pivotal role in supporting wine and beverage professionals seeking to expand their footprint across Asia. Over the years, the Hong Kong edition has evolved into a crucial hub for businesses aiming to develop or maintain operations in Mainland China, Hong Kong, Macau, and Taiwan.

The event also maintains strong engagement with mature Asia-Pacific markets such as Japan, South Korea, and Australia, while fostering increasing connectivity with Southeast Asian economies. This unique positioning enables Vinexpo Asia to serve as a gateway for international producers seeking sustainable entry into the region.

Despite recent slowdowns in certain premium beverage segments, Hong Kong continues to maintain its reputation as a major global commercial and financial hub. The longstanding legacy of Vinexpo Asia allows the event to draw on deep-rooted industry relationships while offering participants valuable market insights for future growth strategies.

According to Rodolphe Lameyse, Chief Executive Officer of Vinexposium, Asia remains a critical component of the global wine and spirits trade balance. He emphasised that in an era where international trade flows are being redefined, strengthening regional engagement through Vinexpo Asia is essential to sustaining industry growth and collaboration.

Changing Market Trends Reshape Consumer Behaviour

Across Asia, consumer preferences are undergoing a noticeable shift. In China, beverage consumption is increasingly moving toward informal and at-home occasions, reflecting broader lifestyle changes. Meanwhile, younger demographics across the region are showing a growing preference for fresher, lighter beverage styles.

These emerging trends are reshaping buyer expectations and redefining the selection criteria adopted by distributors and retailers. As a result, international producers must adapt to evolving tastes and purchasing patterns in order to remain competitive.

While challenges exist, particularly in the premium wine segment, industry experts believe that significant business opportunities remain for global brands that continue to stay present and engaged in the region’s transitioning marketplace.

The Hong Kong edition of Vinexpo Asia in 2024 demonstrated the event’s continued relevance. The exhibition attracted 1,032 exhibitors from 35 countries and welcomed 14,203 professional visitors representing 60 nations. More than 4,200 business meetings were conducted during the event, with approximately 75 percent of attendees comprising importers, distributors, and retail buyers — reaffirming the platform’s reputation as a results-driven trade event focused on meaningful commercial engagement.

New Format Reflects Evolving Industry Structure

In response to changes within the global alcoholic and non-alcoholic beverage sectors, Vinexposium has introduced a refreshed exhibition format, first unveiled in Paris in February 2026 and now set to be implemented at the Hong Kong edition.

This updated format integrates three complementary platforms designed to reflect the full spectrum of beverage categories:

• Vinexpo Asia – Dedicated exclusively to wines

• Be Spirits – Focused on spirits, including traditional Asian varieties such as baijiu and soju, as well as beer, cider, sake, and innovation-driven products

• Be No – Entirely devoted to non-alcoholic beverages

The 2026 edition will showcase a diverse mix of international exhibitors, including new country and regional pavilions alongside the return of several historic wine-producing regions. Newly launched segments Be Spirits and Be No will also feature dedicated national pavilions from Japan and South Korea, highlighting Asia’s growing influence in the global beverage ecosystem.

Exhibitors from more than 20 countries have already confirmed their participation, including Australia, Chile, China (Hong Kong), France, Germany, Ireland, Italy, Japan, Mainland China, New Zealand, North Macedonia, Portugal, South Africa, South Korea, Spain, Switzerland, the United Kingdom, and the United States.

Institutional and collective pavilions expected to participate include:

• Business France

• Italian Trade Agency

• Wine Australia

• California Wine Institute

• Wines of South Africa

• Wines of Germany

These organisations, along with additional regional and national representatives, will collectively contribute to a comprehensive overview of global beverage offerings and innovations.

The Academy Returns to Support Market Intelligence

Vinexpo Asia 2026 will also mark the return of the Academy, a knowledge-sharing platform that brings together international thought leaders and industry professionals. Designed as a decision-support mechanism for participants, the Academy will feature more than 40 sessions comprising conferences, panel discussions, and masterclasses.

The programme will focus on key regional issues, particularly those affecting the Chinese market, while also addressing broader international developments influencing the wine and spirits industry.

Discussion topics are expected to include:

• Evolving trends in the fine wine and collectors’ market

• Emerging distribution and consumption patterns

• The role of travel retail in shaping purchasing behaviour

• Growth strategies for e-commerce and instant retail

• Food pairing challenges within Chinese culinary traditions

• Macroeconomic shifts affecting global beverage trade

These sessions aim to equip industry stakeholders with the analytical tools necessary to make informed commercial decisions in an increasingly complex and competitive marketplace.

Building Long-Term Industry Engagement

Highlighting the importance of continuity in Asia’s evolving market environment, Grace Ghazalé, Director of International Exhibitions at Vinexposium, noted that Vinexpo Asia’s nearly three-decade engagement with the region has helped establish trust and facilitate long-term partnerships across multiple markets.

She emphasised that the 2026 edition will provide a structured framework for dialogue, enabling professionals to deepen their understanding of market dynamics and foster sustainable commercial exchanges not only in Hong Kong and Mainland China but across the wider Asia-Pacific region.

As the global beverage industry continues to adapt to shifting consumption patterns, digital retail trends, and supply chain complexities, Vinexpo Asia 2026 is expected to serve as a critical platform for collaboration, innovation, and business development in one of the world’s most dynamic consumer markets.