China (Luzhou) International Liquor Expo

From March 19 to 22, 2026, the 24th China International Wine & Spirits Expo was successfully held at the Luzhou International Convention and Exhibition Center. This year’s expo was themed “Raise Your Glass to China, Savor the World” and “Historical Classics, A New Chapter for Our Times,” organized by the China Alcoholic Beverages Association, with Thailand as the Guest of Honor. Held in the inaugural year of the 15th Five-Year Plan, it represented a major annual event for the alcoholic beverages industry.

In terms of scale, this edition of the expo covered over 80,000 square meters, bringing together more than 1,000 enterprises from nearly 50 countries and regions, showcasing over 10,000 products. Over the four-day exhibition, it attracted more than 100,000 professional visitors and consumers. Exhibits spanned the world’s six major categories of alcoholic beverages—baijiu, beer, wine, huangjiu, fruit wines, and spirits—and drew participation from renowned Chinese baijiu producers, leading national liquor brand distributors, brand operators, and e-commerce representatives.

This year’s expo featured numerous highlights, with internationalization and digital intelligence emerging as central attractions. As the Guest of Honor, Thailand established a 500-square-meter national pavilion, prominently displaying signature beverages such as Chang Beer, Singha Beer, and Thai whisky, while also hosting a Thailand economic, trade, and investment promotion event along with business matchmaking sessions. The expo introduced an innovative digital-intelligence zone for the liquor industry, showcasing AI brewing, intelligent blending, anti-counterfeiting traceability, and other end-to-end applications. Among these, the “AI Winemaker” unveiled by the Sichuan Liquor Group, capable of generating personalized custom-made liquors within one minute, became a standout highlight. Wuliangye showcased its official partnership with the 2026 FIFA World Cup, with five of its products receiving the “Qingzhuo Award” for new liquor releases and four earning the “Most Beautiful Bottle Design Award.” Yangshao Liquor presented its full product lineup, with its flagship offering, Yangshao Caitaofang·Tianshi 20—the tenth anniversary edition—winning the “Qingzhuo Award,” marking a remarkable achievement of “ten awards in ten years.”

A rich array of concurrent events created a high‑end platform for industry exchange and intellectual dialogue. During the expo, a series of “1+2+N” activities were held, including the China International Wine & Spirits Development Conference, the World Spirits Production Region (Luzhou) High‑Quality Development Conference, and the Luzhou Laojiao·Guojiao 1573 Sealing Ceremony. In total, 48 supporting events took place, such as the 10th National Sommelier Competition, the Qingzhuo Award selection for new liquor products, and a symposium on the implementation plan for the 15th Five-Year Plan. At the opening ceremony, the Bozhou production region donated artifacts to the China Baijiu Museum in Sichuan, and representatives from 23 prominent liquor companies jointly signed an initiative titled “Carrying Forward China’s Brewing Culture and Revitalizing the Historic Classic Industry,” establishing a guiding framework for industry action.

Special exhibition zones and immersive experiences emerged as key highlights of the expo. The expo curated seven interactive consumption scenarios, including “Yangtze River Waterfront—A Mobile Single-Bowl Realm,” where 3,000 jin of fine liquor could be enjoyed free of charge on-site, creating a new emotional consumption space characterized by “free tasting, joyful drinking, discounted purchases, and entertaining experiences.” Luzhou Laojiao staged its first-ever “Cellar Master Festival” in Luzhou, Tanjiu launched its million-dollar marketing competition in Luzhou, and the inaugural themed city event in Jining, Shandong Province, hosted its first “Wine Expo 40—Revisiting the ‘Wine’ Journey” participant recruitment campaign. Additionally, a Super Live concert celebrating a better life was held during the expo, featuring powerhouse vocalists Li Ronghao, A-Du, Li Jiawei, and Priscilla Chan, who gathered in the “City of Wine” to elevate the event’s atmosphere to a thrilling climax.

A strong contingent of professional visitors ensured significant conversion rates. Throughout the expo, global liquor sales platforms such as “Central Good Things Liquor Hall,” online platforms like , and cross-border e‑commerce marketplaces were activated, building both online and offline commercial bridges for liquor producers and traders. Exhibitors widely reported that the quality of professional attendees was exceptionally high, with clear purchasing intentions, resulting in highly effective on-site business matchmaking.

Attendees agreed that the China International Wine & Spirits Expo is not only an excellent platform for brand exposure and business connections but also a crucial hub for gaining insights into global industry trends and exploring pathways toward digital transformation and internationalization. With forty years of dedicated cultivation, the expo has become an important window for China’s liquor industry to open up to the world, lead in quality, and promote cultural exchange.