The Hong Kong International Wine & Spirits Fair returns from 5 to 7 November 2026 at the Hong Kong Convention and Exhibition Centre. Organised by the Hong Kong Trade Development Council (HKTDC), the annual event brings together wine and spirits producers, importers, distributors and buyers from across the world.

For South African wine businesses, the fair offers an opportunity to explore new relationships in Asia, understand changing consumer preferences and assess where South African wines might fit into an increasingly competitive market.

A market of its own

Hong Kong has long positioned itself as a regional trading hub for wine. Its established distribution networks, international business environment and connections with mainland China and other Asian markets make it relevant to exporters looking beyond traditional destinations.

However, the numbers suggest a market that requires careful consideration.

According to Hong Kong government statistics, wine imports reached approximately HK$6.53 billion in 2025, a marginal increase in value over 2024. Import volumes, however, declined by 6.8% to approximately 27.2 million litres. Re-exports also fell significantly, declining by almost 30% in volume.

The figures suggest that while Hong Kong remains an important wine trading centre, exporters cannot assume that regional demand will automatically translate into growing sales.

For South African producers, the question is therefore not simply whether Hong Kong offers opportunities, but which buyers, price points and distribution channels offer the best prospects.

A changing drinks landscape

One of the fair’s notable developments is its growing emphasis on spirits. The World of Spirits zone, introduced in 2025, brings together an international selection of spirits, including whisky, gin, brandy and Chinese baijiu. Its introduction reflects a broader effort to accommodate changing demand and a more diverse alcoholic beverage market.

For wine producers, this development is worth watching. Wine is competing for consumer attention and spending alongside an expanding range of alcoholic, low-alcohol and non-alcoholic beverages. Understanding these changes is increasingly important when deciding how to position products, communicate value and reach new consumers.

The fair also provides opportunities to observe how international competitors present their products, build brand recognition and engage with buyers.

What can South Africa offer?

South Africa has a diverse wine offering, from accessible, competitively priced wines to premium expressions with distinctive regional identities.

Chenin Blanc, Pinotage, Cap Classique and wines from recognised regions offer opportunities to introduce buyers to the country's diversity. However, product quality alone is unlikely to secure distribution.

Exporters need to understand local consumer preferences, pricing structures, import requirements and the expectations of potential partners. For smaller producers in particular, participation in an international trade fair should be part of a longer-term market development strategy rather than a one-off sales opportunity.

The value lies in identifying suitable importers, establishing relationships and following through after the event.

Making the connections count

The 2025 fair attracted more than 8 200 trade buyers from 57 countries and regions, alongside over 620 exhibitors. These figures illustrate the scale of the networking opportunity, although they do not guarantee commercial returns for individual exhibitors.

The 2026 event will also be supported by HKTDC’s digital business-matching and sourcing platforms, allowing buyers and exhibitors to connect beyond the physical exhibition.

For South African businesses considering participation, advance preparation will be important. Identifying target buyers, arranging meetings and understanding the competitive landscape could prove more valuable than simply having a presence on the exhibition floor.

Hong Kong may offer a useful entry point into parts of Asia, but successful market development still depends on the right partnerships, consistent engagement and a clear understanding of where South African wine can compete.

For exporters prepared to do that groundwork, the fair offers an opportunity to test those possibilities.

The Hong Kong International Wine & Spirits Fair takes place from 5 to 7 November 2026. Further information is available at www.hktdc.com/event/hkwinefair/en.