Wine to Asia 2026 showed MÁLÀ that Asian wine consumers and trade professionals are increasingly interested in wines that are approachable, distinctive, and food-friendly. In Shenzhen, MÁLÀ found strong curiosity around sparkling wine designed to complement spicy Asian food and modern dining occasions.
MÁLÀ Meets the Future of Asian Wine
Walking the floor at Wine to Asia 2026 in Shenzhen felt like getting a glimpse of where Asian wine culture is heading, and MÁLÀ was right in the conversation.
Held from 14 –16 May 2026 at the Shenzhen Convention and Exhibition Centre, the fourth edition brought together more than 400 exhibitors from over 20 countries and around 15,000 wine professionals from across Asia.
For MÁLÀ, the event wasn't simply about putting another bottle of sparkling wine on a stand.
It was about listening, tasting, and understanding what the next generation of Asian wine drinkers and trade professionals are looking for.
Kings Wine Put MÁLÀ on the Table
With the support of Kings Wine, MÁLÀ stepped into a room filled with wines from around the world—and quickly found people curious about something different.
Trade buyers, importers, and wine professionals tasted MÁLÀ, asked questions, and shared their reactions.
That direct feedback matters.
You can study an Asian wine market from behind a desk, but nothing replaces putting a wine in someone's glass and hearing what they actually think.
The response reinforced an important MÁLÀ belief:
Wine for Asian food needs to make sense at the table.
With fine bubbles, bright acidity and a refreshing character, MÁLÀ was created with bold, spicy flavours in mind. It offers a modern approach to wine pairing for Asian cuisine, rather than asking Asian food to adapt to traditional wine rules.
3 Things MÁLÀ Learned from Wine to Asia 2026
1. Asian Wine Culture Is Moving Fast
Asian wine culture is becoming more curious, confident and commercially sophisticated.
Consumers aren't only looking for famous labels anymore. They're discovering new styles, new regions and wines with a clear point of difference.
For the trade, that creates an opportunity: distinctive wines with a clear story can stand out.
2. Local Partnerships Matter
MÁLÀ's experience with Kings Wine reinforced the value of strong local relationships.
Importers, distributors, and market partners bring more than access. They bring local knowledge, relationships, and an understanding of what resonates with buyers and consumers.
For modern wine brands entering Asia, that can make all the difference.
3. Modern Wine Needs a Reason to Exist
MÁLÀ isn't trying to be just another sparkling wine.
It was created around a specific occasion:
Modern Asian dining. Spicy food. Good company.
That clear positioning gives consumers—and the trade—a reason to remember the wine.
| Traditional Wine Thinking | MÁLÀ Approach |
|---|---|
| Start with the wine | Start with the food and occasion |
| Follow established pairings | Explore Asian flavours |
| Formal wine occasions | Social, modern dining |
| Wine-led experience | Food + wine experience |
More Than a Trade Show
What happened in Shenzhen reflects a broader movement MÁLÀ has experienced across Asia.
From MÁLÀ Party Nights in Chengdu and Guangzhou to everyday dinners where people are discovering wine beyond traditional pairings, the opportunity is becoming clearer.
Asian consumers are looking for wine that fits their food, lifestyle and social occasions.
That's where MÁLÀ belongs.
What's Next for MÁLÀ?
Wine to Asia 2026 delivered new conversations, new market insight, and plenty of reasons to keep pushing forward.
The exhibition ended, but the conversations continue.
The takeaway for MÁLÀ is simple:
Asia is ready for a different kind of wine.
A wine that's approachable.
A wine that works with bold flavours.
A wine designed for the table—not around it.
And MÁLÀ will be there for the next pour.
Ready to Taste MÁLÀ?
Discover MÁLÀ Sparkling Wine and explore a modern wine made for spicy food, Asian flavours and lively dining occasions.
FAQs
What did MÁLÀ learn from Wine to Asia 2026?
MÁLÀ learned that Asian wine consumers and trade professionals are increasingly interested in approachable, distinctive and food-friendly wines that fit local cuisine and modern dining occasions.
Is MÁLÀ good with spicy food?
Yes. MÁLÀ was created with bold, spicy flavours in mind. Its fine bubbles, bright acidity and refreshing character make it a natural option for spicy Asian cuisine.
What is MÁLÀ wine?
MÁLÀ is a sparkling wine from The Flying Winemaker created around modern Asian dining and the flavours of spicy food.
Why is wine for Asian food becoming more important?
As Asian consumers explore wine beyond traditional Western pairings, there is growing interest in wines that complement local flavours, social occasions and contemporary Asian cuisine.
Why are local wine partnerships important in Asia?
Local importers and distributors provide market knowledge, relationships and access to buyers and restaurants, helping wine brands connect more effectively with regional consumers and the trade.