The 36th Interwine & Spirits Asia Concluded with a Success
The 36th Interwine & Spirits Asia concluded its three-day run on May 23 at Area B of the Canton Fair Complex. As the only wine and spirits trade fair in the Greater Bay Area officially approved by the Ministry of Commerce, this edition positioned itself as a "super connector" for Asian alcohol trade, linking global supply with Asian demand amid the rising value of regional markets.
The opening ceremony was organized on the morning of May 21. Ms. Rita Jia, President of Interwine Group, Mr. Peng Hong, President of Guangdong Provincial Alcohol Industry Association, Mr. Zhao Xiaodong, Executive General Manager of Guizhou Foreign Economic & Trade Group, Mr. Fuchita Yusuke, Deputy Director of JETRO Guangzhou Representative Office, delivered remarks.
Ms. Rita Jia, President of Interwine Group
Mr. Peng Hong, President of Guangdong Provincial Alcohol Industry Association
Mr. Zhao Xiaodong, Executive General Manager of Guizhou Foreign Economic & Trade Group
Mr. Fuchita Yusuke, Deputy Director of JETRO Guangzhou Representative Office
The opening ceremony was attended by government officials, representatives from foreign consulates and institutions in Guangzhou, leading figures in the wine and spirits industry, heads of wine associations from various provinces and cities, chamber of commerce and trade association leaders, and media partners.
Opening ceremony
The fair assembled a diverse international exhibitor base. Australia, Italy, and Chile led the national pavilion lineup, supported by premium producers from New Zealand, Portugal, Belarus, Albania, Slovenia, and more.
Australia Pavilion
Italy Pavilion
New Zealand
Portugal
Belarus
Slovenia
JETRO organized an official Japan pavilion of 34 enterprises, showcasing core categories including sake, shochu, whisky, plum wine, beer, and liqueur.
Japan pavilion
On the domestic side, the official pavilions of Gulin — renowned as the "Hometown of Chinese Jiangxiang Baijiu" — and Luzhou, the "Chinese Liquor City," presented the brewing ecosystems of core baijiu production regions. A number of exhibiting baijiu brands offered buyers a wide range of regional styles and aroma types.
Gulin Region
Luzhou Region
Themed areas reflected current industry trends. The Innovative & Trendy Drinks Area featured non-alcoholic drinks, trendy drinks, craft beer, and fruit wine.
Innovative & Trendy Drinks Area
The Premium Wine Area brought together Bordeaux 1855 Grands Crus Classés, Bernard Magrez, Penfolds, and Chinese premium wineries, providing a key reference point for the high-end wine market.
Premium Wine Area
The World Spirits Area covered whisky, vodka, brandy, gin, raki, etc., targeting on-trade and bar-sector buyers.
World Spirits Area
Interwine completed a structural shift from a "gateway to China" to an "Asian trade hub." In addition to domestic buyers from traditional distribution, e-commerce, and cross-border group-purchase channels, the fair targeted international buyers from Southeast Asia, Japan, Korea, and Hong Kong and Macao. These buyers comprised decision-makers from importers, distributors, and chain restaurant groups, enabling exhibitors to access critical nodes for regional market entry.
Over 30 high-level forums and masterclasses ran throughout the three days, led by senior winemakers and educators. Sessions covered a broad and rich spectrum of topics, encompassing thematic tastings of wineries and wine regions, category exploration experiences, showcases of unique niche wines, food and wine pairing, and beyond.
On-site masterclasses
The 36th Interwine & Spirits Asia reinforced its platform value as a trade super connector for the Asian alcohol market. Interwine remains committed to facilitating global wine and spirits trade, supporting Chinese producers in reaching world markets and bringing international products to China.
This is the end of
36th Interwine & Spirits Asia
We extend our heartfelt thanks for your
participation and support!
Next Edition
37TH INTERWINE & SPIRITS ASIA
November 15-17
Guangzhou · China