After a six-year hiatus, Vinexpo Asia, the region’s premier wine and spirits trade show, made a triumphant return to Hong Kong this week, drawing over 14,203 visitors from 60 countries.
The turnout exceeded expectations by more than 40%, bolstered by a strong comeback of Chinese wine buyers.
"Vinexpo Asia has been buzzing with the sound of renewed connections, new discoveries, tastings, and conferences illustrating long-lasting partnerships and friendships. This is what I call the spirit of ‘Eternal Sunshine’ between Vinexposium and the Greater China wine and spirits community," said Vinexposium Group CEO, Rodolphe Lameyse.
A Record-Breaking Attendance
The event, which attracted 1,032 producers from 35 countries, saw an impressive 14,203 visitors from 60 countries, significantly surpassing the originally expected number of 10,000. The business matching service facilitated deals between buyers and exhibitors through the online platform, with 4,237 pre-booked meetings. Over 30% of the exhibitors were from France, reflecting the importance of French wines in the Asian market. The Australian wine industry also made a notable presence with 85 wineries, celebrating China's lifting of retaliatory tariffs.
The Australian Wine Surge
Natalie Wang, Founder and Editor of Vino Joy News, highlighted the dramatic surge in Australian wine exports following the tariff removal in April, with growth exceeding 8,000%. This surge underscores the enduring interest of the Chinese market in Australian wines.
Diverse International Representation
In addition to France and Australia, other top exhibitor countries included Italy, Spain, Chile, and China. This diversity underscores Vinexpo Asia's role as a global platform for the wine and spirits industry.
China’s Resurgent Market
China was the focal point of the event, with producers and buyers eager to understand the fast-evolving consumption trends in the world’s largest consumer market. Visitors from Mainland China, Hong Kong, Macau, and Taiwan constituted 75% of the attendees, reflecting a trend towards regional attendance at international trade events—a phenomenon Vinexposium’s CEO referred to as "continentalization."
During a packed session on the Future of China’s Wine Market hosted by Vino Joy News, Dan Siebers, Co-partner of Wajiu China, remarked on the shift in marketing strategies in China. He emphasized the need for a proactive and educated approach to cater to the sophisticated tastes of Chinese consumers, who increasingly embrace technology and AI in their wine purchasing decisions. This trend is exemplified by the 40% growth in white wine consumption, a segment that barely existed a decade ago.
Industry Challenges and Proactive Strategies
In his opening address, Rodolphe Lameyse highlighted the various challenges facing the industry, from sociopolitical and economic factors to climate change. He noted a shift in mindset among wine and spirits producers towards a more proactive marketing strategy, moving from a "pull" to a "push" approach, and emphasized that Vinexpo Asia serves as an ideal platform to support this transition.
A Robust Vinexpo Academy
The Vinexpo Academy continued its tradition of offering a rich program of over 50 conferences, masterclasses, and tastings, all well-attended by producers and buyers keen to enhance their industry knowledge.
"Our 2024 edition continued the Vinexpo Academy’s legacy of developing expertise, encouraging innovation, and promoting excellence, adding value to the Vinexpo experience. We believe we have delivered what our industry needs to navigate the challenges and opportunities of the fast-developing Asia market," said the Vinexposium CEO.
Vinexpo Asia: A Leading Force
Since its inaugural edition in 1998 in Hong Kong, Vinexpo Asia has become the region’s flagship event, driving the development of the wine and spirits industry in Asia. The annual trade show alternates between Hong Kong and Singapore, addressing the Greater China and Southeast Asia markets. The next Vinexpo Asia will be held in Singapore on May 27-29, 2025.
Looking Ahead
In concluding this edition of Vinexpo Asia, Mr. Lameyse expressed delight at the enthusiastic reception in Hong Kong, reaffirming the show's status as the region’s leading event for the wine and spirits industry and Hong Kong’s position as the undisputed wine and spirits hub for Greater China. "2026 is just around the corner, we’ll be back!" he declared.