db Asia: June in pictures
From Hong Kong to Tokyo, Asia’s drinks industry came together in June through education, tasting experiences and major trade events, as mixologists, sommeliers and sake makers celebrated craftsmanship, and explored new opportunities for growth.
The Bitter Truth Masterclass comes to Bar Tincture, Hong Kong
To celebrate The Bitter Truth’s 20th anniversary, founder Stephan Berg returned to Hong Kong as part of the brand’s Asia Tour, hosting a masterclass for the city’s bar community at Bar Tincture. Organised by Metabev Hong Kong, the session brought together bartenders and hospitality professionals for an afternoon of education, discussion, and insights into one of the cocktail industry’s leading bitters and liqueur producers.
Inaugural Bor Camp launches in South Korea
Wines of Hungary enters its next chapter in South Korea with the first Bor Camp held from 23 to 24 June 2026 following more than two years of foundation building in the north Asian country. In partnership with brand strategist Nimbility, the Bor – or wine in Hungarian – event was held at Mondrian Seoul Itaewon hotel. As the first of its kind, the two-day programme brought together a targeted number of influential sommeliers, buyers, educators and wine communicators. The event went beyond classroom learning to promote hands-on knowledge gained through tastings, storytelling and immersive sessions.
Participants discovered first-hand the diversity of Hungary’s varied wine regions, its indigenous grape varietals, and their distinctive styles. They were encouraged to explore how Hungarian wines can be integrated into South Korea’s hospitality and retail channels in sustainable and impactful ways.
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Sake Fair builds bridge with younger drinkers
On 19 and 20 June, Tokyo played host to Sake Fair, the world’s biggest show dedicated to celebrating Japan’s national drink. After last year’s event was incorporated into The Kokushu Fair 2025 in Osaka (marking the city’s hosting of Expo 2025) Sake Fair made a triumphant return this year to its home turf with around 5,600 visitors in attendance, according to organising body the Japan Sake and Sochu Makers Association (JSS).
With around 1,200 sakes on show from 45 prefectures, the All Japan Sake Fair provided a comprehensive survey of sake’s diversity. The Public Tasting Event featured a smaller selection – approximately 400 award-winning sakes from Japan’s most prestigious competitions, the Annual Japan Sake Awards 2026.
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Lemsecco launches in China
Lemsecco has officially launched in China, with its Lemon and Blood Orange Spritz now available through major retailers nationwide. Blood Orange Spritz is stocked in more than 400 Freshippo stores, while Lemon Spritz is available in over 10 premium supermarket chains, including Ole, Apio and Citysuper, strengthening the brand’s premium positioning and reach among young urban consumers. To support the launch, Lemsecco is running a series of summer activations from May to August, including in-store tastings, branded promotions and social campaigns, alongside key partnership events with ASC Fine Wine, such as a launch party in its 30th anniversary celebrations.
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