SHERIDAN, WYOMING – May 26, 2025 – ProWine Hong Kong 2025 has wrapped up with resounding success, reaffirming its role as Asia’s premier platform for global wines and spirits. Held at the Hong Kong Convention and Exhibition Centre, the event welcomed 12,090 trade visitors and nearly 200 exhibitors from over 20 countries and regions, creating meaningful connections across borders and showcasing the future of the industry.
A global meeting point for innovation and flavor
With participants spanning Europe, the Americas, and Asia, ProWine Hong Kong 2025 demonstrated the strength of international collaboration in the beverage world. Germany led the way with its largest national pavilion to date, and Spain featured two official showcases from the DO Toro and Junta de Castilla y León regions. France, Italy, Australia, and Portugal also presented their latest regional highlights, alongside unique exhibitors from Ireland, Ukraine, Mexico, Singapore, and China.
Michael Degen, Executive Director of Messe Düsseldorf, emphasized the importance 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. 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.”
Spirits and strategy: opportunities on the rise
This year’s show offered a diverse landscape of spirits, with participants from Ireland, Slovakia, Mexico, and China showcasing culturally rich offerings. Viktor Fomichov of Slovak brand Gas Familia noted: “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.”
Exhibitors expressed strong satisfaction. Manuela Liebchen of the German Wine Institute said: “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.” Ms. Yang of Shangri-La Winery added: “Our goal with this debut was to showcase the unique high-altitude terroir and distinct flavor 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.”
Expert insights and tastings drive industry knowledge
ProWine Hong Kong didn’t stop at product displays. The event featured over 20 professional sessions focused on sustainability, market trends, and regional identity. A major highlight was the Wine & Spirits Asia Market Outlook and Expert Dialogue, which presented the “ProWein World Business Report – China 2025.”
The debut of the DB Asia Green Awards honored leaders in environmental and social responsibility, adding depth to ProWine’s commitment to sustainable development.
A series of high-level masterclasses provided hands-on experiences:
- Jackie Ang MW from Singapore led tastings of German and French classics.
- Patrick Schmitt MW from the UK explored the evolution of fine wine styles.
- Xing Wei MW from China presented a deep dive into the identity and future of Chinese wine.
Dr. Jackie Ang MW remarked: “It was an honor to join industry peers at ProWine Hong Kong and exchange perspectives 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. I firmly believe that rigorous, high-quality wine education can elevate buying standards and foster more sustainable industry development.”
Mr. Wang of Huiwei Food Co., Ltd in Guangdong shared: “This is my third time attending ProWine Hong Kong. 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. Each edition helps me continuously expand my knowledge and refine our sourcing strategy.”
A seamless fusion with HOFEX
The 2025 edition once again co-located with HOFEX, Asia’s leading food and hospitality show, creating a holistic trade experience. This strategic collaboration enabled exhibitors to reach new customer segments and allowed buyers to discover cross-category solutions in one place.
Margaret Ma Connolly, President & CEO of Asia – Informa Markets, summed it up perfectly: “ProWine Hong Kong and HOFEX once again demonstrated the strong synergies generated through their co-location. This integrated platform brings together key decision-makers from the wine, food, and hospitality sectors—enabling high-quality business engagement and cross-category collaboration across the industry.”
Save the date for 2027
ProWine Hong Kong will return from May 10–12, 2027 at the same iconic venue. Whether you're a buyer, exhibitor, or industry enthusiast, mark your calendar now. Learn more at https://www.prowine-hongkong.com and www.mdna.com.