The 114th National Sugar and Wine Fair Opens in Chengdu: 'Emotional Solution' Beverages Become the Main Battlefield

Introduction

On March 28, 2026, the 114th National Sugar and Wine Fair opened at Chengdu Century City, showcasing a new trend in the beverage industry—'emotional solution' drinks. This year's event highlights the rise of functional beverages, low-alcohol drinks, and innovative packaging solutions, attracting significant attention from international buyers. The fair underscores China's evolving role in the global fast-moving consumer goods (FMCG) supply chain, particularly in meeting niche market demands. Industries such as beverage manufacturing, packaging, and international trade should take note of these developments, as they signal shifting consumer preferences and new business opportunities.

Event Overview

The 114th National Sugar and Wine Fair, held on March 28, 2026, in Chengdu, featured a dedicated 'Beverage Hall' focused on the concept of 'emotional solutions.' Exhibitors showcased a range of products, including functional beverages infused with ingredients like GABA, L-theanine, and natural adaptogens, as well as low-alcohol options. Customized packaging solutions—such as modular filling, biodegradable bio-based bottles, and AR-interactive labels—were also prominent. International buyers from Germany, Mexico, and the UAE expressed strong interest in Chinese OEM/ODM factories, particularly in areas like formula compliance, halal/kosher certifications, and flexible small-batch production capabilities.

Impact on Key Industries

Beverage Manufacturers

The fair's emphasis on 'emotional solution' beverages highlights a growing demand for functional and low-alcohol drinks. Manufacturers should prioritize R&D in bioactive ingredients and adaptogenic formulations to cater to health-conscious consumers.

Packaging Suppliers

Innovative packaging solutions, including biodegradable materials and AR-enabled labels, were a major draw. Suppliers should invest in sustainable materials and smart packaging technologies to meet the rising demand for eco-friendly and interactive designs.

International Trade and OEM/ODM Providers

The strong interest from global buyers underscores the need for Chinese suppliers to enhance their compliance capabilities, such as obtaining halal/kosher certifications and improving small-batch production flexibility. Companies should also streamline their supply chains to meet international standards.

Key Takeaways for Industry Players

Focus on Functional Ingredients

Beverage companies should explore formulations with stress-relieving and mood-enhancing ingredients like GABA and L-theanine, as these align with the 'emotional solution' trend.

Invest in Sustainable Packaging

Brands and suppliers should prioritize biodegradable and modular packaging solutions to appeal to environmentally conscious consumers and comply with global regulations.

Enhance Compliance and Certification

OEM/ODM providers must ensure their products meet international standards, including halal/kosher certifications, to attract global buyers and expand into new markets.

Editor's Perspective

From an industry standpoint, the 114th National Sugar and Wine Fair serves as a clear indicator of shifting consumer preferences toward functional and emotionally resonant beverages. While the trend is still emerging, its potential impact on the global FMCG market is significant. Companies should view this as an opportunity to innovate and adapt, rather than a passing fad. Continuous monitoring of consumer behavior and regulatory changes will be crucial for staying competitive.

Conclusion

The 114th National Sugar and Wine Fair underscores the beverage industry's pivot toward 'emotional solution' products and sustainable packaging. For manufacturers, suppliers, and traders, this trend presents both challenges and opportunities. By focusing on functional ingredients, eco-friendly packaging, and international compliance, businesses can position themselves for success in an evolving market. The fair serves as a timely reminder of the need for agility and innovation in meeting global consumer demands.

Source Information

Primary source: Official reports from the 114th National Sugar and Wine Fair (March 28, 2026). Additional details were gathered from exhibitor presentations and buyer interactions at the event. Further updates on international trade developments may require ongoing observation.