Guangzhou International Wine Expo

The 35th China (Guangzhou) International Wine & Spirits Exhibition (Interwine China 2025) was successfully held from October 31 to November 2, 2025, at the Guangzhou Poly World Trade Center Expo.  This edition of the exhibition adopted “Chinese Fine Wines Going Global” as its core strategic positioning, co-organized by the China Food Industry Association, the Food Industry Committee of the China Council for the Promotion of International Trade, and the World Wine & Spirits Importers & Exporters Association, marking an important milestone in the internationalization of China’s liquor industry.

In terms of scale, this year’s event spanned 30,000 square meters, bringing together nearly 300 exhibitors from around the world, including a star-studded lineup of leading Chinese liquor brands and regional pavilions. The exhibition attracted over 1,000 buyers from more than 60 countries and regions, including Vietnam, Thailand, Laos, Cambodia, Singapore, the Philippines, Malaysia, Japan, South Korea, and others. Among them, over a thousand were key procurement representatives from Southeast Asia, while distributors, importers, and channel partners from major domestic liquor-consuming provinces such as Guangdong, Guangxi, Fujian, Hubei, Shandong, and Hebei attended in organized delegations.

This year’s show featured numerous highlights, with China’s renowned liquor brands making their collective debut in an “all-star lineup,” becoming the central attraction of the event. Leading enterprises such as Kweichow Moutai, Wuliangye, Fenjiu, Yanghe, and Luzhou Laojiao took center stage, joined by distinctive regional pavilions from Renhuai, Shandong, Shanxi, Hubei, Inner Mongolia, and other areas, covering all aroma types—strong, sauce, clear, rice, and blended—thus forming the most comprehensive industrial chain map of China’s liquor sector. Internationally, exhibitors from Australia, Chile, Italy, Spain, Portugal, New Zealand, Hungary, Russia, Moldova, Peru, Slovakia, the Czech Republic, and dozens of other nations showcased their regionally unique fine wines, with the Australian delegation proudly presenting premium wineries like Swan Estate.

A rich array of concurrent events created a high-end platform for industry exchange and intellectual dialogue. During the exhibition, dozens of specialized activities were held, including the “2025 China Fine Wines Going Global Conference,” the “2025 International Distilled Spirits Brand Value Release Conference,” and the welcome banquet “Harmony and Beauty: A Night with Wuliangye.” The opening ceremony was hosted by Mr. Yang Qiang, Deputy Secretary-General of the China Food Industry Association, with distinguished guests—including Mr. Ma Yong, Vice President and Secretary-General of the China Food Industry Association; Mr. Jia Yanping, President of the World Wine & Spirits Importers & Exporters Association; Mr. César Gamboa, Consul General of Chile in Guangzhou; and Dato’ Liu Shuntai, President of the Sabah Chinese Chamber of Commerce in Malaysia—delivering remarks. Mr. Liu Pingjun, Chairman of the Advisory Group of the ISO Technical Committee on Brand Evaluation, delivered a keynote address, while Ms. Yang Yunxia, Chief Engineer of Wuliangye Co., Ltd., offered a toast. In addition, dozens of masterclasses, tasting sessions, and overseas market-matching events were held concurrently, continuously igniting industry-wide enthusiasm.

The professional audience was exceptionally strong, with an unprecedented level of international participation. Professional purchasing delegations from major Asian markets—including Vietnam, Thailand, Laos, Cambodia, Singapore, the Philippines, Malaysia, Japan, and South Korea—enthusiastically attended. Dato’ Chen Deqin, Vice President of the Malaysian Chinese Association, and Dato’ Liu Shuntai, President of the Sabah Chinese Chamber of Commerce in Malaysia, personally led their respective purchasing teams to the event. Exhibiting companies widely reported that the quality of the professional audience was high, with clear purchasing objectives, resulting in significant business matchmaking outcomes on-site.

The exhibition yielded impressive results and received enthusiastic industry acclaim. The 2025 World Distilled Spirits Brand Ranking was unveiled during the event, with Chinese brands securing six spots among the global top ten, fully demonstrating the worldwide recognition of Chinese quality. Mr. Ma Yong, Vice President and Secretary-General of the China Food Industry Association, emphasized that the internationalization of China’s liquor industry has never been a solo performance by individual brands, but rather a collective chorus involving the entire sector. He urged leveraging the Greater Bay Area, targeting Southeast Asia, and reaching out globally, so that Chinese fine wines may become the “taste code” through which the world understands China. Attendees agreed that Interwine China is not only an excellent platform for brand exposure and business matching, but also a crucial hub for gaining insights into global beverage trends and exploring pathways for the internationalization of China’s liquor industry.

The 36th China (Guangzhou) International Wine & Spirits Exhibition is scheduled to take place in Guangzhou in May 2026. It is expected to cover an area exceeding 30,000 square meters, with nearly 500 exhibiting companies and over 40,000 professional visitors. The exhibition will continue to serve as an efficient platform for global communication and collaboration within the beverage industry.