International alcoholic beverages expo to offer free admission and upgraded experiences

Guests visit the exhibition area of Kweichow Moutai Co at the China (Guizhou) International Alcoholic Beverages Expo on Sept 9, 2025. [Photo/WeChat account of Zhizhi Guiyang]

The 15th China (Guizhou) International Alcoholic Beverages Expo is scheduled to take place from Sept 11 to 13 in Guiyang, capital of Southwest China's Guizhou province, with this year's event featuring a comprehensive upgrade in visitor services and overall exhibition experience, highlighted by a newly introduced policy of completely free admission throughout the entire event.

To attend, visitors can follow either the "Guizhou International Alcoholic Beverages Expo Platform" or the "International Alcoholic Beverages Expo" official WeChat account, where they can apply for a free entry pass online, ensuring a convenient, hassle-free visit.

This edition of the expo will bring together thousands of top-tier exhibitors from dozens of countries, showcasing a wide array of alcoholic beverages and spirits.

Attendees will have the opportunity to sample nearly 10,000 beverages, ranging from time-honored legendary liquors produced in the core maotai-flavored baijiu production areas to imported spirits from overseas.

On-site experience zones have also been fully revamped with new featured sections, including a tipsy bazaar market, immersive mixology tasting sessions, and an interactive alcoholic beverages-tourism integration area. A major highlight will be the challenge to set a Guinness World Record for the largest number of people making cocktails simultaneously.

Rich interactive experiences free attendees from simply viewing exhibits, allowing them to appreciate the industry's transformation from selling products to selling lifestyles.