Asia’s trade fair market is fiercely competitive. In Hong Kong, local editions of ProWein and Vinexpo alternate with the government-backed HKTDC Wine & Spirits Fair. Singapore is positioning itself as the hub for Southeast Asia, while new markets are emerging or expanding in Mumbai and Tokyo. Meanwhile, Shanghai is considered the gateway to Mainland China.
The abundance of trade fairs poses challenges for exhibitors and organisers. "Not every fair will survive," many exhibitors believe, and resources to attend half a dozen fairs are limited.
Hong Kong is a magnet for such fairs. According to Hong Kong Trade Statistics, total wine exports rose by 45% in 2022 to HK$2.32bn (€283.9m), followed by 26% growth in 2023. Since Hong Kong itself produces almost no wine, nearly all exports are re-exports of imported wines.
However, the outlook for 2024 is less bright. Based on data from the first eight months, Hong Kong Trade Statistics forecasts a 43% fall in exports. Despite this, optimism is not in short supply in Hong Kong. Business must go on, so the fair focused on current trends to stimulate the market.
Takeaways from Hong Kong
Experiential marketing over product focus
It’s no secret that Generation Z consumes less alcohol. At the panel discussion "Winning Over GenZ and Millennials," wine experts explored innovative marketing approaches.
For Erika Haigh, founder of Mai Sake, quality and the element of surprise are key. She introduces sake in non-traditional settings, such as candle-making workshops, as a way of breaking conventions to attract new audiences.
Influencer Cecilia Wong (CC) emphasized the importance of discovery. While Gen Z values brand loyalty, they prioritise new experiences even more. "It’s not about celebrating the product but creating a meaningful experience," she explained.
Social media is crucial
With an active social media penetration rate of nearly 84%, Hong Kong ranks among the top 10 countries globally, according to Statista. Social networks are replacing search engines for 16–34-year-olds seeking brand information.
Quick, direct communication is vital to capture this audience's short attention spans. "A three-minute video is too long. We can’t neglect short-form content," said Haigh. She also noted that "striking images and human faces resonate more with young audiences than simply showcasing a bottle of wine."
CC recommended focusing more on micro-influencers, who often come across as more authentic (and cost-effective) compared to celebrities. Wine educator Belle Leung warns that outdated gender stereotypes and politically sensitive topics are off-limits as they can alienate consumers.
Green marketing is more than hype
Sustainable consumption is a priority for Gen Z. Reeze Choi of Somm’s Philosophy thinks there’s definitely consumer demand for green products. “But we need to keep stressing that it’s about caring for the next generation."
Green marketing not only focuses on sustainability but also on organic production. Markus Trapp from Germany’s biodynamic Gustavshof winery observed a strong interest in biodynamic and sustainable winemaking. "We’re excited to continue advancing future-oriented concepts with the entire wine industry," he said.
Gamification in education
The sophistication of Hong Kong’s wine consumers was evident during the fair’s consumer day. Masterclasses delved deeply into topics like volcanic wines from Mount Etna and Italian natural wines.
Wine knowledge is seen as a career asset in Hong Kong. For women especially, it was historically a way to stand out. "This was the one place where you could know more, and it was okay," said Debra Meiburg MW.
However, traditional exam-based formats are losing appeal. Jennie Mack, Managing Director of the Asia Wine Service & Education Centre, noted that while Hong Kong remains a "society of learning," younger consumers are no longer keen on exams. "People don’t want to be stressed out. We’re leaning toward playful approaches instead." Meiburg echoed this sentiment: "I’ve been accused of being a kindergarten teacher."
Both Mack and Meiburg agreed that Hong Kong remains an ideal place for wine education, thanks to its accessibility to wines from around the world.
Fine wine comes from Europe
Despite lower visitor numbers compared to pre-Covid levels, the fair remains attractive to European producers. Nearly 75% of wine imports come from Europe, with France dominating at over 60%. This trend is reflected in Hong Kong’s retail scene, where entire shelves are dedicated to Bordeaux, Burgundy, and Champagne, while a lone bottle of Chinese wine might appear on another. Cathay Pacific follows a similar pattern. "Every flight serves a French wine, along with one from the destination country," said Meiburg MW, who advises Cathay on wine selection.
Other regions are also gaining traction. Australia has slightly increased its market share, and smaller markets remain stable. "Young people are increasingly interested in new regions. Someone raised on Lafite can get very excited about a wine from Georgia," said Meiburg.
What makes the fair so attractive is that Hong Kong is not just a destination but also a gateway to China and Southeast Asia. "The number of buyers from ASEAN countries, such as Indonesia, Thailand, Malaysia, the Philippines, and Vietnam, has increased. Global buyers are eager to use Hong Kong as a regional hub," said Sophia Chong, Deputy Executive Director of HKTDC.
Christopher O’Connor of Premium Wine Negociants said, "The focus is on Hong Kong, but Southeast Asia and China are bonuses. Building a market in China takes time. I started with one container eight years ago and reached a multiple of that before Covid. It’s a slow burn."
Interesting visitors - but fewer of them
The HKTDC fair featured 600 exhibitors from 20 countries. While France’s presence was reduced due to the strong Vinexpo event in May, the aisles were constantly busy. “We also participated in Vinexpo, but there are customers we only meet here. And the booth here is significantly cheaper. Overall, it is (still) worth it for us,” said Roland Coiffe, a French négociant.
Nathalie Pigaglio of the French Domaines Montaud observed that the fair has become smaller but noted that the quality of the visitors remains satisfactory so far, as do the fair’s support services.
The Australian presence was even smaller. One of the few exhibitors, Christopher O’Connor of Premium Wine Negociants was among the first Australian wineries to participate in the fair in 2008 and has returned ever since.
Vietnam, for example, presents opportunities. The liberalization of online wine sales is significantly boosting growth, creating potential for flexible marketing strategies, said Vietnamese sommelier Le Hoang Khanh Vi during the panel on Gen Z and Millennials.
In other words, producers who have a presence in the market, and who are willing to adapt to local trends, will find new target groups within reach, including Gen Z.
- Maintain a physical presence
Regularly attend select trade fairs and participate in competitions like the Cathay Pacific Challenge to establish and reinforce visibility.
- Support your importer generously
Provide ample samples, data, product information, and marketing materials. Importers frequently offer free samples to restaurants to initiate or maintain partnerships or to participate in special promotions.
- Think digital
Social media is becoming increasingly important, and e-commerce is on the rise in Hong Kong. A strong online strategy is essential.
- Respect cultural differences
Be sensitive to cultural nuances, but avoid over-analysing or making assumptions that may hinder decision-making.
- Invest or stay home
Success requires budgets, patience, and persistence. Be prepared to invest for the long term or reconsider entering the market.
- Maintain contact
Regular communication is crucial to building and maintaining relationships in the Hong Kong market.
The German Presence in Hong Kong
Germany maintained a large pavilion organised by the German Wine Institute (DWI) and supported by the Federal Ministry of Food and Agriculture. Daily tastings covered topics such as New Trends in Germany, Pinot Noir, and Riesling – a success story in Asia.
Germany’s visibility at the fairground was significant, with exhibitors like Dr. Einig-Zenzen reporting Asia accounted for 15% of its revenue. Ingo Stütz of Kessler-Zink emphasized the importance of preparation: "China is not an easy market for newcomers, as it’s already well-stocked."
It’s also a market that requires a careful strategy.
"On such a turbulent wine market, you can’t rely on spreadsheets alone. Having the right partners is crucial," said Christoph Thörle from Thörle Winery.
And the right product. Frank Weissenborn, Head of Export at Deutsches Weintor, considers himself well-positioned. “A unified presence, the best value for money, and a good selection of wines that pair perfectly with food—that’s what works.” Their striking 'Blue Fish' labels cater to local preferences.
Manuela Liebchen from the German Wine Institute says that, "Affordable wines and eye-catching packaging particularly appeal to young consumers, who are willing to spend money on wines with stylish designs.”
Ultimately, timing is key. For Stütz, early November is an ideal time, falling between the harvest and the busy Christmas season. From Hong Kong, he heads straight to ProWine Shanghai, where many of the exhibitors will cross paths again.
- 600 exhibitors from 20 countries and regions, including 17 pavilions from Asia, Europe, and the Americas, as well as Hong Kong and Mainland China
- More than 8,200 trade buyers from 61 countries and regions
- Next fair: HKTDC Wine & Spirits Fair 2025, 6–8 November, Hong Kong Convention and Exhibition Centre (HKCEC)
The wine market research done by HKTDC is available on its research portal. Anja Zimmer attended the fair as a guest of HKTDC.
