The 114th National Sugar and Liquor Commodity Fair (hereinafter referred to as the "Sugar and Liquor Fair") will kick off in Chengdu from March 26 to 28, 2026. This year's Sugar and Liquor Fair will adopt the "one city, two venues" model and be held at the Western China International Expo City and Century City New International Convention and Exhibition Center.

The two exhibition halls of this year's Sugar and Wine Expo have clear functions and complementary positioning, achieving precise coverage of the entire food and wine industry chain.
The Chengdu Century City New International Convention and Exhibition Center focuses on the liquor and beverage sector, creating a "brand arena" with four exhibition areas: Chinese famous liquor, international wine and spirits, beverages and dairy products, and liquor packaging and supply chain. It is the core battlefield for liquor brands to showcase their strength and connect with distributors. Among them, Hall 2-5 (China Famous Liquor Exhibition Area) is the "C-stage" of Baijiu industry, bringing together leading liquor enterprises and potential brands.
The Western China International Expo City is positioned as an "innovation hub" for the food industry, with exhibition areas for leisure food, international food, green agriculture, specialty food, and more. At the same time, the seasoning and ingredient exhibition area located on the second floor of the exhibition hall will showcase professional categories such as basic seasonings, compound seasonings, spices, and food ingredients, providing one-stop procurement solutions for catering channels, food processing, and pre packaged food enterprises.

This year's Sugar and Wine Expo will also create conference activities such as the "Private Brand Selection Conference" and the "Private New Channel Selection Conference" on the second floor of the Western China International Expo City, to help exhibitors and buyers accurately connect with high-quality products, delve into the source of the supply chain, achieve full chain customization of private brands, and expand emerging channel resources such as private e-commerce. The front row high-quality booth will cover multiple categories, and with its category advantages and traffic advantages in the main channel, it will become a golden battlefield for precise buyers such as large supermarkets, cross-border e-commerce, snack chains, etc.

In order to further broaden the boundaries of exhibits and cover more diversified industrial needs, the 114th National Sugar and Alcohol Commodity Fair will set up 12 exhibition areas and 26 special zones. The special zones will continue to innovate based on previous editions, including new forces in alcohol consumption, beer and low alcohol beverages, tea and coffee experiences, healthy food and technology services, time-honored brands, e-commerce zones, yellow wine and health wine zones, and places where peach blossoms bloom - hundred counties, thousands of products, and ten thousand family blessings.

Among them, the "Private Brand Zone", "Food Supply Chain and Ingredients Zone", "Hotpot and Catering Ingredients Zone", "Alcohol Supply Chain and Ingredients Zone", and "Huangjiu and Health Wine Zone" are the first in the history of the Sugar and Wine Fair, which will further improve the panoramic layout of the national sugar and wine industry chain upstream and downstream. The "Peach Blossom Blooming Place - Thousand Products and Ten Thousand Family Blessings in Hundred Counties" special zone will be established for the third consecutive year, providing a platform for showcasing and coordinating the production and sales of high-quality agricultural and sideline products across the country.

As one of the oldest and largest professional exhibitions in China, the Sugar and Wine Fair is an economic link that promotes production and sales integration and leads consumption upgrading. In recent years, the Sugar and Wine Expo has achieved a transformation and upgrading from a single exhibition to a full industry chain ecological platform by building a new model of "exhibition city integration". It plays an irreplaceable role in promoting economic circulation, expanding consumption, and advancing high-level opening up to the outside world. In the "Spring Sugar Season" of 2025, 213 consumer promotion activities were held, effectively driving the explosive growth of consumer formats in the host city.

All units engaged in the production, sales, scientific research and technological development, and media of various alcoholic beverages, food, beverages, seasonings, food additives, food packaging, food machinery, etc. are eligible to apply for participation in the exhibition. This year's Sugar and Wine Exhibition Area will be divided into specialized pavilions and zones according to categories such as wine and international spirits, alcoholic beverages, food and beverages, food, seasonings, food machinery, packaging, advertising, and media.

Please contact the exhibition organizer before participating in the exhibition to confirm.

• Telephone:4000587799、 010-68360546
• E-mail:CFDF@cofco.com
• Address:Room 802, 8th Floor, Block C, Zhaotai International Center, No. 3 Chaowai West Street, Chaoyang District, Beijing

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