When discussing the most influential trade exhibitions in Asia’s wine and spirits industry, Vinexpo Asia is often the first name that comes to mind.
Held alternately between Singapore and Hong Kong – two of the region’s most important trade and logistics hubs – Vinexpo is far more than a product showcase. It serves as a meeting point for the entire beverage ecosystem, bringing together producers, importers, distributors, sommeliers, restaurateurs, hoteliers, journalists, educators, and industry influencers from around the world.
The 2026 edition marked the 10th Vinexpo Asia held in Hong Kong since the event first launched there in 1998, highlighting the city’s enduring role as a gateway connecting the wine and spirits trade across Asia-Pacific and Greater China.
One of Asia’s Largest Beverage Trade Events
Held from May 26–28, 2026, at the Hong Kong Convention and Exhibition Centre (HKCEC), this year’s Vinexpo Asia welcomed 14,273 trade visitors from 76 countries and territories, a significant increase compared to the 59 markets represented in 2024.
The exhibition featured producers from 38 wine and beverage-producing countries, reflecting the industry’s continued commitment to Asian markets despite ongoing economic uncertainty and changing consumer behavior.
Alongside the exhibition floor, Vinexpo hosted more than 25 masterclasses and conferences led by leading global experts, offering valuable insights into consumer trends, market developments, and the future of the beverage industry.
According to Ms Lê Thu Hương, Executive Committee Member of the Vietnam Sommelier Association (VSA) and a long-time Vinexpo attendee:
“I make an effort to attend Vinexpo whenever possible. It remains one of the most important wine industry events in Asia.”
No Longer Just About Wine
One of the most noticeable developments at Vinexpo Asia 2026 was its continued expansion beyond wine.
For the first time in Hong Kong, the Be Spirits section was introduced, featuring 105 exhibitors from 18 countries. The area showcased whisky, gin, rum, sake, craft beer, cider, and innovative mixology products, reflecting the growing importance of the global spirits sector.
At the same time, Be No, Vinexpo’s dedicated alcohol-free category, highlighted another major industry trend. According to organizers, approximately 10% of products exhibited this year were alcohol-free, demonstrating increasing consumer interest in mindful drinking and alternative beverage options.
Vinexpo today is no longer simply a wine exhibition. It has evolved into a comprehensive platform representing the broader global beverage industry.
Vinexpo as a Global Connector
For many professionals, the greatest value of Vinexpo lies not in the wines tasted but in the connections made.
It is one of the few places where visitors can meet renowned producers, leading importers, top sommeliers, industry educators, media professionals, and decision-makers shaping the future of the beverage world.
For Mai Linh, a Vietnamese wine distributor attending Vinexpo for the first time, the experience was eye-opening:
“I was genuinely overwhelmed by the scale of Vinexpo. It’s a rare opportunity to discover new products from around the world and connect with so many industry professionals in one place.”
Asia Is Telling Its Own Story
What excited me most while walking through Vinexpo this year was the increasingly strong presence of Asian beverage brands.
Alongside traditional wine-producing countries such as France, Italy, Spain, and Australia, visitors could explore products from Japan, South Korea, China, and many other Asian markets.
From sake and shochu to baijiu, Asian whisky, craft gin, and local spirits, Asian producers are becoming increasingly confident in presenting their own identities on the international stage.
And that naturally raises an important question:
Where is Vietnam?
Vietnam Has More to Offer Than Many Realize
In recent years, Vietnam’s beverage industry has undergone remarkable development.
A new generation of producers has emerged, creating products that combine international quality standards with authentic local stories.
Brands such as Lady Trieu Gin and Saigon Baigur have introduced Vietnamese botanicals through modern craft gin. Producers like Rhum Belami have demonstrated the potential of premium Vietnamese rum. Innovative projects such as Rượu Làng are reimagining traditional Vietnamese rice spirits for contemporary consumers, while fruit-based producers like Rượu Mầm are exploring Vietnam’s agricultural diversity through fermentation and distillation.
From a product perspective, Vietnam already possesses many of the elements that international buyers are actively seeking: authenticity, local ingredients, cultural heritage, and distinctive narratives.
More Than an Exhibition
Vinexpo is not simply a trade fair.
It is a place to learn, build relationships, discover emerging trends, and gain a clearer understanding of where the global beverage industry is heading.
For importers, distributors, sommeliers, restaurateurs, hoteliers, educators, and beverage professionals, it remains one of the most valuable industry gatherings in Asia.
The next edition of Vinexpo Asia will take place in Singapore.
Hopefully, we will not only see more Vietnamese professionals attending, but also more Vietnamese brands exhibiting, speaking on stage, and sharing their stories with an international audience.
Phuong Maxy began her journey as a storyteller, sharing untold stories about people in the wine industry on her personal blog. She also contributes to international publications, bringing perspectives from Vietnam’s emerging wine culture to a global audience.
With over 10 years of experience in wine marketing and communications, Phuong is passionate about connecting people, culture, and knowledge through the world of food and wine.
Her work has been recognized as one of the Top 50 Influential Women and awarded Writer of the Year by Women in Wine & Spirits Award 2025.
