On the morning of September 11, 2026, the 15th China (Guizhou) International Wine and Spirits Expo was grandly inaugurated at the Guiyang International Conference and Exhibition Center. Themed "Gathering the World's Finest Wines and Spirits, Writing a New Chapter of Cooperation," this year's Expo has brought together 1,117 wine and spirits companies from 29 countries and regions. Showcasing over 20,000 premium products, the event presents a grand and diverse international industry spectacle.
In terms of exhibition content and zone planning, the Expo has meticulously laid out eight exhibition halls at the Guiyang International Conference and Exhibition Center, comprehensively covering the entire value chain of the wine and spirits industry. Specifically, Hall 1 serves as the International Premium Pavilion and the Fine Wine and Spirits Lifestyle Premium Pavilion; Hall 2 is dedicated to the Famous Chinese Spirits Pavilion; Hall 3 features the International Wines and Spirits Pavilion; and Hall 4 highlights the Renhuai Pavilion, the core production area for sauce-flavor baijiu. Additionally, Hall 5 brings together the Provincial, Regional, and Municipal Premium Pavilions alongside the "Wine+" Pavilion, while Hall 6 presents a new space for the fine wine and spirits lifestyle. Meanwhile, the North Plaza hosts a comprehensive food and beverage exhibition zone and a dedicated area for the International Wine and Spirits Carnival. The exhibition covers the full spectrum of alcoholic beverages—including wine, spirits, beer, and fruit wine—and extends across the entire supply chain to encompass related materials, technologies, and equipment, as well as diverse sectors such as beverage derivatives, lifestyle experiences, industrial tourism, and cultural products.
At present, the global wine and spirits market is embracing the dual opportunities of consumption upgrades and digital transformation. As one of the world's largest alcoholic beverage markets, China is witnessing profound shifts in its industrial landscape. As China's core production region for sauce-flavor baijiu, Guizhou has made remarkable strides in recent years in driving the high-quality development of its baijiu industry. Hosting this Expo serves not only as a comprehensive showcase of Guizhou's achievements in the liquor sector but also as a vital window for China's liquor industry to go global and deepen international exchange and cooperation. By providing such a high-caliber, international platform, domestic and international enterprises can gain firsthand insights into market trends and explore technological innovations, thereby fostering synergistic progress across the entire industry chain.
On the concurrent events front, the Expo features a carefully curated program of over 30 business and cultural events, providing a broad platform for industry networking and trade cooperation. Highlights include the launch of the "9.9 Wine Expo Guiyang Consumption Season" and the International Wine and Spirits Carnival; the 2026 Belt and Road Economic and Trade Exchange Conference, coupled with the "Overseas Chinese Assisting Thousands of Enterprises and Ten Thousand Products in Going Global" initiative; and the Industry Leaders Summit alongside the Guizhou Baijiu B2B Trade Matchmaking Session. Additionally, the lineup features the 2026 Liquor Industry Innovation and Development Conference and Production-Sales Matchmaking Exchange, the 2026 Frankfurt International Awards, the Wine Expo Masterclass Series, and highly localized cultural events such as the "Village T-Stage" Wine Expo Fashion Show and the "Intangible Cultural Heritage Tour with the Wine Expo." These diverse activities will roll out in succession, greatly enriching the cultural depth and commercial value of the expo.
To better serve consumers and deliver a rewarding and affordable exhibition experience, the Expo has introduced a range of consumer-friendly initiatives. From September 11 to 13, admission is free for the general public. Visitors can simply follow the official WeChat accounts of the "Guizhou International Wine and Spirits Expo Service Platform" or the "International Wine and Spirits Expo" to claim their free e-tickets online, with a single reservation granting three-day access. Meanwhile, a total of 3 million RMB in baijiu consumption vouchers will be distributed during the event. Shoppers making purchases at eligible exhibitor booths via UnionPay will enjoy a 20% discount, capped at an instant deduction of 500 RMB per transaction. Furthermore, attendees can use their expo admission passes to claim an additional 500 RMB ticket-stub consumption voucher on the "One Code Tour Guizhou" platform, truly embodying the promise of "one expo visit, multiple rewards." These promotional measures have not only effectively stimulated public enthusiasm and unlocked consumption potential, but also underscored the Expo's positive role in boosting local domestic circulation and reinforcing consumer confidence.
Held in Guiyang since 2011, the China (Guizhou) International Wine and Spirits Expo has now celebrated 15 years of remarkable history. Through years of dedicated cultivation, continuous innovation, and strategic upgrading, the Expo has evolved into a premier national and international platform for the global liquor industry to deepen exchanges, promote trade and investment, and showcase Chinese liquor culture. The successful hosting of this year's event will not only further invigorate the liquor consumption market, but also create broader cooperation opportunities for global enterprises, ultimately driving the high-quality development of China's liquor industry.