We'll be honest — walking the floor of Wine to Asia 2026 felt like watching the future of Asian wine culture unfold in real time.
And right in the middle of it all? MÁLÀ.
Thanks to our partner Kings Wine, MÁLÀ sparkling wine had its moment on one of the biggest stages the Asian wine industry has to offer. People stopped by, poured a glass, and shared their thoughts — and we soaked up every bit of it.
It wasn't just exciting. It was the kind of real-world feedback you can't manufacture. And we came home with a lot to think about.
What Is Wine to Asia?
For anyone new to it, Wine to Asia is one of the most significant wine trade events on the Asian calendar. Organised by Veronafiere Asia Ltd, the 2026 edition marked its 4th year — and by every measure, it was the biggest yet.
The event ran from 14–16 May 2026 at the Shenzhen Convention and Exhibition Centre, bringing together:
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More than 400 exhibitors from over 20 countries
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Around 15,000 wine professionals from across Asia
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Attendees from Singapore, Thailand, South Korea, Vietnam, Indonesia, Taiwan, Hong Kong, and Macao
“Wine to Asia is more than just a trade show; it is a true reflection of the direction in which Asian wine culture is evolving.”
— Simone Incontro, China Head, Wine to Asia
That quote lands differently when you're actually standing on that floor. This isn't just a room full of bottles. It's where the real conversation about wine's future in Asia happens.
Kings Wine Brought MÁLÀ to the Room 🥂
Our partner Kings Wine brought MÁLÀ into the spotlight — and it landed well.
Surrounded by hundreds of labels from across the globe, MÁLÀ held its own. Moreover, it sparked genuine curiosity. People stopped. They tasted. They asked questions.
The feedback was honest, enthusiastic, and most importantly, useful. Hearing directly from trade buyers, importers, and wine professionals across multiple Asian markets is something you can't replicate from behind a desk.
Every conversation gave us a clearer picture of where MÁLÀ fits in this market, and how it's being received by the people who matter most in the trade.
What We Took Away
Events like Wine to Asia are a masterclass — if you're paying attention. A few things stood out:
The market is moving. Asian wine professionals are sharp, commercially focused, and actively looking for brands with a clear story and a strong identity. MÁLÀ has both.
Partnerships open doors. Having Kings Wine alongside us made a real difference. Local credibility and existing trade relationships matter enormously in these environments.
Presence builds momentum. Showing up at a platform like this — with 15,000 professionals in the room — puts you on the radar in ways that no amount of digital marketing can replicate.
A Growing Movement
Wine to Asia 2026 wasn't just a trade event for us — it was confirmation that the direction we're heading is the right one.
Across Singapore, Thailand, South Korea, Vietnam, and beyond, Asian wine culture is evolving fast. It's increasingly open, increasingly curious, and increasingly confident in its own taste. That's exactly the space MÁLÀ was built for.
The energy we felt in Shenzhen mirrors what we've already seen on the ground in China — from the MÁLÀ Party Nights in Chengdu and Guangzhou, to the everyday moments where people are discovering that wine can be fun, social, and relevant to their lives.
What's Next
We came home from Shenzhen energised. There are conversations to follow up on, leads to develop, and markets to explore.
The connections made at Wine to Asia don't end when the doors close. If anything, that's where the real work begins.
For now, here's what we know for certain:
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The appetite for bold, approachable wine in Asia is real and growing
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The trade is paying attention — and MÁLÀ is showing up at the right moment
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Kings Wine is the kind of partner that gets it done
And the 5th edition of Wine to Asia? We'll be back. Bigger, better, and ready to pour. 🍾
Try MÁLÀ for yourself and experience the wine that was built for the table — not around it.