Image courtesy ProWine Hong Kong

ProWine Hong Kong 2025 concluded on May 16 at the Hong Kong Convention and Exhibition Centre. Against a backdrop of change in the global wine and spirits industries, the show welcomed 12,090 trade visitors, with nearly 200 exhibitors from over 20 countries and regions—serving as a key bridge between international partners and buyers from Greater Bay Area China and Northeast Asia.

This year’s edition offered a platform for business engagement, but also served as a vital forum for market insights and international collaboration.

International participation remained a key strength of the event. Germany brought its largest national pavilion to date, while Spain showcased dual official pavilions from DO Toro region and Junta de Castilla y León region. France, Australia, Italy, and Portugal also returned with their latest products and expressions of regional terroir. In addition, independent exhibitors from Ireland, Azerbaijan, Denmark, Mexico, Ukraine, Singapore, Mainland China, and Hong Kong SAR further added to the international profile of the event.

“Despite the current headwinds facing the global wines and spirits industry, the successful staging of ProWine Hong Kong 2025 once again underscores the industry’s resilience and the strategic importance of Hong Kong as a gateway for international trade,” said Michael Degen, executive director Messe Düsseldorf.

“We are encouraged to see a growing number of exhibitors from across the globe continue to rely on the ProWine platform to deepen their presence in the Asian market and explore new business opportunities.”

The spirits sector also held a strong presence this year, with producers from Ireland, Mexico, Slovakia, and Singapore presenting a wide variety of products, along with Chinese Baijiu brands.

Viktor Fomichov, representative of Slovak spirits brand Gas Familia, explained that recent changes to legislation made the event even more attractive.

“Hong Kong’s recent reform of the spirits excise tax offers a substantial advantage for premium imported labels like ours. The reduction in tax burden supports more competitive pricing strategies and strengthens our long-term commitment to developing the broader Asian market.”

Manuela Liebchen, marketing manager of the German Wine Institute, also noted the convenient timing of the event for brand building.

“This exhibition allowed us to enhance our connection with Hong Kong and surrounding markets, while also laying the groundwork for the upcoming summer season—a peak time for white wine consumption,” said Liebchen.

Ms Yang, brand representative of Shangri-La Winery based in Yunnan, China, said that the trade show was an opportunity to introduce the brand to international and domestic buyers.

“Our goal with this debut was to showcase the unique high-altitude terroir and distinct flavour profile of Shangri-La wines to top-tier global buyers. This marks a key step in our international journey and lays the foundation for deeper expansion across the Asian market.”
Beyond its function as a trade fair, ProWine Hong Kong also featured over 20 professional events, covering topics such as market evolution, sustainable innovation, and regional terroir.

One of the most anticipated sessions was the Wine & Spirits Asia Market Outlook and Expert Dialogue, which featured the official release of the ProWein World Business Report – China 2025 by Geisenheim University. Industry leaders from academia, trade media, global brand management, and trade strategy participated in an in-depth panel discussion exploring data-driven statistics to anticipate change, unlock growth potential, and maintain competitive advantage in Asia’s fast-evolving alcohol beverage market.

In response to the growing urgency of climate change, ProWine partnered with The Drinks Business Asia to debut “the Inaugural DB Asia Green Awards” in Hong Kong—recognising outstanding contributions to sustainability, environmental stewardship, and social responsibility within the global wine and spirits sector.

Amongst a selection of wine masterclasses at the event were two guided tastings led by Singapore’s newly appointed Master of Wine Jackie Ang MW, spotlighting classic regions of Germany and France. In another session Patrick Schmitt MW from the UK approached the topic of fine wine through the lens of contemporary relevance and stylistic diversity, offering insights into the philosophies and winemaking approaches of leading global brands. China’s newly appointed Xing Wei MW also conducted a session focused on the development and cultural positioning of domestic production with a session titled “The Terroir, Philosophy, and Outlook of Chinese Wine.”

Dr Ang MW said it was an honour to be involved in the event and to exchange perspectives with industry peers on classic wine regions.

“Hong Kong’s wine market is dynamic, sophisticated, and deeply engaged, making it a regional leader in both consumption and education,” added Dr Ang. “I firmly believe that rigorous, high-quality wine education can elevate buying standards and foster more sustainable industry development.”

Trade visitors also commented on the value of the exhibition. For Mr Wang from Huiwei Food Co., Ltd in Foshan, Guangdong, it was his third year attending the trade show. “The professionalism of the ProWine brand is evident in every aspect—from access to iconic wines from around the world to the opportunity to participate in high-quality masterclasses and forums,” said Wang. “Each edition helps me continuously expand my knowledge and refine our sourcing strategy, which is incredibly valuable for our procurement team.”

ProWine Hong Kong will return to the Hong Kong Convention and Exhibition Centre for its next edition for May 10–12, 2027, and in the meantime, ProWine Shanghai 2025 will take place from November 12–14, 2025 at the Shanghai New International Expo Centre (SNIEC).

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