ProWine Hong Kong Highlights Asia’s Strategic Role in Wine Trade

On May 16, 2025, ProWine Hong Kong wrapped up at the Hong Kong Convention and Exhibition Centre. More than 12,000 trade visitors and around 200 exhibitors from over 20 countries turned the fair into a key meeting point for the global wine and spirits industry.

Wine & spirits from around the world

“ProWine Hong Kong continues to defy global challenges and once again demonstrates why Hong Kong is the key market for international wine trade in Asia,” said Michael Degen, Executive Director of Messe Düsseldorf. “We’re pleased to see a growing number of exhibitors from around the world rely on the ProWine platform to strengthen their presence in the Asian market and unlock new business opportunities.”

Germany hosted its largest national pavilion to date, Spain was represented by two regions, and producers from France, Italy, Australia, and Portugal showcased their latest offerings. Exhibitors from Ireland, Mexico, Ukraine, Denmark, and China also contributed to the fair’s global reach. In the spirits segment, new momentum came from Ireland, Mexico, Slovakia, and China—fueled in part by tax incentives in Hong Kong.

The close integration with HOFEX—Asia’s leading food and hospitality trade show—created valuable synergies: “This integrated platform elevates industry dialogue and deal-making to a new level,” said Margaret Ma Connolly, CEO of Informa Markets Asia.

Wine sales in China by the end of 2025

Expectations for alcoholic beverages in 2027

Outlook for the Chinese Wine & Spirits Market

More than half of wine trade professionals and producers, both within China and internationally, expect an improvement in their business outlook in the Chinese market this year. That’s one of the findings of the 'ProWine World Business Report – China 2025', a special supplement to the annual ProWein Business Report, compiled by Hochschule Geisenheim University.

Of the 264 respondents, 53% anticipate business improvement in 2025, with 6% even expecting a significant upswing. The outlook is even more optimistic among traders: 72% expect stable or growing sales.

In addition to domestic national beer, cider, and RTDs, imported sparkling wine (Champagne, Prosecco, Cava) and domestic national wine are seen as particularly promising categories. While results vary considerably between trade professionals and producers in some areas, the overall trend is clear. Both sides agree especially on the outlook for sparkling wine: 40% of trade respondents and 41% of producers expect category growth by 2027.

“The report clearly outlines growing optimism about the future development of the wine market in China. Experts anticipate increasing interest in white and sparkling wines,” said Prof. Dr. Simone Loose, Head of the Institute of Wine and Beverage Business at Hochschule Geisenheim University. “Key growth drivers will include attracting new consumers, creating new wine-drinking occasions, and using localized digital storytelling that resonates with Chinese culture.”

Of course, economic uncertainty and tariffs, which were cited as the most pressing challenges in the report, may still impact how these projections play out.

The next edition of ProWine Hong Kong will take place from May 10–12, 2027, while ProWine Shanghai is scheduled for November 12–14, 2025.

Waiting for the right opportunity (Photo: David Young)

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