The continuous evolution of drinking culture and the rise of young consumers are driving China's alcohol and beverage market into a more diversified phase. Low-and-no alcohol (NOLO), RTD, fruit wines, plant-based drinks, and cross-category products are winning consumer favor, with the 'innovative drinks' sector maintaining double-digit compound growth as a crucial growth engine. Backed by China's RMB 1.4 trillion alcohol market, RMB 1.6 trillion beverage market, and a growing consumer base for new drinks, brands are actively seizing new consumption scenarios and commercial growth prospects.

Innovative Alcoholic & Beverage Exhibition 2027, co-located with CBCE, will once again bring together innovative brands, cutting-edge products and advanced technologies from around the world. With access to 22,000+ professional visitors and industry buyers, the exhibition provides a comprehensive platform for brand showcasing, product launches, business networking and industry exchange, helping exhibitors expand their market presence, discover new business opportunities and achieve sustainable growth.