Vinexpo Asia 2026 took place in Hong Kong (May 26–28), drawing 14,273 trade visitors from 76 markets and exhibitors from 38 countries. For the first time, three shows – Vinexpo Asia (wine), Be Spirits (spirits), and Be No (no‑alcohol) – ran concurrently, creating a full‑category platform covering wine, spirits, beer, sake, cider, and non‑alcoholic drinks.

Category shift: from wine‑centric to total beverage ecosystem

Be Spirits featured whisky (Scotland, Japan, Ireland, US), baijiu, soju, and craft spirits. Be No focused on alcohol‑free wine, spirit alternatives, and functional drinks. The move responds to sluggish still wine sales in Asia and rising demand for spirits, low‑alcohol, and no‑alcohol options among younger consumers. Audrey Marqueyssat (Vinexposium) said, “Spirits are growing faster in Asia than in most regions, and no‑alcohol drinks are becoming mainstream.”

Market shift: established vs. emerging regions

France, Italy, Spain maintained strong pavilions. China, Chile, Australia, the US, and South Africa expanded their presence. Chinese wineries and baijiu brands (e.g., Guizhou Zhenjiu, Xiamen Danfeng) showcased more professionally. Zhangyu, Helanhong, Xige, Taoniu Ridge, and Mansong huangjiu shared strategies: using Hong Kong as a hub, focusing on quality and channel penetration rather than just “Chinese stories.”

Service shift: digital tools and content

The Vinexposium App and “cloud booth” mini‑program enabled pre‑scheduling and matchmaking. Digital tools boost efficiency without replacing face‑to‑face interaction. Nearly 30 masterclasses and panels covered topics like consumption behavior in Hong Kong and mainland cities, RTD as the only growing category, and baijiu’s international path.

Value in a restructuring market

After nearly 30 years, Vinexpo Asia remains a leading professional platform, helping the industry navigate generational change, blurred category boundaries, and shifting trade flows.