The 114th National Sugar and Alcoholic Drinks Fair (hereinafter referred to as the “Sugar and Alcoholic Drinks Fair”) will open in Chengdu from March 26 to 28, 2026. This edition of the fair will continue to use the “one city, two venues” model, taking place at the China Western International Expo City and the Century City New International Convention and Exhibition Center.

This edition of the fair will feature 12 major exhibition areas and 26 specialized zones, with a total planned exhibition area of 325,000 square meters, setting a new historical record in scale. Preparations for the 114th National Sugar and Alcoholic Drinks Fair are now fully underway.

Enjoying Good Food and Drinks

Major Functional Adjustments for the Two Exhibition Venues

The two main venues for this fair have clear functions and complementary positioning, achieving precise coverage of the entire food and beverage industry chain. The Chengdu Century City New International Convention and Exhibition Center will focus on the alcoholic beverages and drinks sector, creating a “brand arena” with four major exhibition areas: Chinese Famous Liquors, International Wines and Spirits, Beverages and Dairy Products, and Liquor Packaging and Supply Chain. This venue serves as the core platform for liquor brands to showcase their strength and connect with distributors. Specifically, Halls 2-5 (Chinese Famous Liquors Exhibition Area) represent the “center stage” for the baijiu industry, gathering leading distilleries and promising brands.

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Century City Exhibition Area Layout Diagram

The China Western International Expo City is positioned as the “innovation hub” for the food industry, featuring exhibition areas for Snack Foods, International Foods, Green Agriculture, and Specialty Foods. Additionally, the Condiments and Ingredients exhibition area on the second floor will centrally display professional categories such as basic condiments, compound seasonings, spices, and food ingredients, providing one-stop procurement solutions for food service channels, food processing, and prepared meal companies.

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Western China International Expo City Exhibition Area Layout Diagram

This edition of the fair will also host conference events such as the “Private Label Sourcing Fair” and the “Private Channel New Product Selection Conference” on the second floor of the China Western International Expo City. These events aim to help exhibitors and buyers precisely connect with quality products, delve into the source of the supply chain, achieve full-chain customization for private labels, and expand resources in emerging channels like private domain e-commerce. Prime exhibition spaces at the front will cover multiple categories, leveraging their product advantages and high-traffic locations along main aisles to become golden spots for connecting with targeted buyers from large supermarket chains, cross-border e-commerce platforms, and snack food chains.

Some Specialized Zones Established for the First Time

Featuring 12 Major Exhibition Areas and 26 Specialized Zones

To further broaden the range of exhibits and cover more diverse industry needs, the 114th National Sugar and Alcoholic Drinks Fair will feature 12 major exhibition areas and 26 specialized zones. Building on previous editions, the specialized zones continue to innovate, including sections for New Beverage Trends, Beer and Low-Alcohol Beverages, Tea and Coffee Experience, Health Foods and Tech Services, Time-Honored Brands, E-commerce Zone, Huangjiu and Health Wines Zone, and The Land of Blooming Peaches – Hundreds of Counties, Thousands of Products, Tens of Thousands of Blessings, among other featured sections.

Among these, the “Private Label Zone,” “Food Supply Chain and Ingredients Zone,” “Hot Pot and Foodservice Ingredients Zone,” “Liquor Supply Chain and Ingredients Zone,” and the “Huangjiu and Health Wines Zone” are being established for the first time in the fair’s history. These additions will further complete the comprehensive panoramic layout of the entire industry chain upstream and downstream at the National Sugar and Alcoholic Drinks Fair. The “The

China Western International Expo City

China Western International Expo City is a major modern exhibition and convention center located in Chengdu, Sichuan province. It was developed to support the city’s role as a key economic and cultural hub in Western China, hosting large-scale events like the Chengdu International Auto Show. The complex represents a significant infrastructure investment to drive regional development and international trade.

Century City New International Convention and Exhibition Center

The Century City New International Convention and Exhibition Center is a major modern venue in Haikou, Hainan, China, designed to host large-scale events. It was developed as a key part of Hainan’s strategy to become a global free trade port and an international tourism hub. Since its opening, it has served as a primary hub for trade shows, conferences, and exhibitions, boosting the region’s economic and cultural exchange.

Chinese Famous Liquors Exhibition Area

The Chinese Famous Liquors Exhibition Area is a dedicated cultural space showcasing China’s millennia-old history of liquor production and consumption. It typically features renowned varieties like Maotai, Wuliangye, and Luzhou Laojiao, highlighting their unique brewing techniques and regional characteristics. The exhibition preserves traditional craftsmanship while demonstrating how these iconic spirits remain integral to Chinese social rituals and heritage.

International Wines and Spirits

“International Wines and Spirits” is not a specific place or cultural site, but rather a broad term for the global industry and trade of alcoholic beverages. Its history spans millennia, with evidence of wine production dating back to 6000 BC in the Caucasus region and spirits distillation developing in various ancient cultures. Today, this international market connects vineyards and distilleries worldwide, reflecting a rich cultural heritage of regional production methods and traditions.

Beverages and Dairy Products

“Beverages and Dairy Products” is not a specific place or cultural site, but a broad category of consumable goods. However, many cultures have historic sites related to their production, such as ancient wine presses, traditional tea houses, or centuries-old cheese caves, which reflect the deep historical and cultural significance of these products in human society.

Liquor Packaging and Supply Chain

“Liquor Packaging and Supply Chain” refers to the modern industrial and logistical processes for alcoholic beverages, rather than a specific cultural or historical site. Its history is tied to the industrialization of the 19th and 20th centuries, which saw the standardization of bottling, labeling, and the development of complex global distribution networks. This system ensures the regulated and efficient movement of spirits from producers to consumers worldwide.

Snack Foods

“Snack Foods” is not a specific place or cultural site, but a broad category of food designed for casual eating between meals. Its modern history is largely tied to 20th-century industrialization, which enabled the mass production, packaging, and marketing of items like potato chips, pretzels, and candy bars. These foods have since become a significant part of global consumer culture and convenience-based lifestyles.

International Foods

“International Foods” is not a specific cultural site but a common name for grocery stores specializing in imported goods from around the world. These stores emerged to serve immigrant communities and global food enthusiasts, providing access to ingredients and products not typically found in mainstream supermarkets. They represent a modern, grassroots form of cultural exchange centered on global cuisine.