NEWS
5th EDITION OF B2C SHOW CELLARFIESTA RETURNS TO SINGAPORE TODAY
By Staff Reporter
17-7-2026
Source: CellarFiesta
CellarFiesta, Singapore’s largest consumer-facing wine and spirits festival, returns for its fifth edition today at Suntec Singapore Convention & Exhibition Centre, bringing hundreds of international labels to local consumers over three days of exhibition.
Launched in 2022, the consumer‑focused fair has grown steadily each year, blending free‑flow sampling, brand‑led masterclasses, exclusive retail pricing and regional product debuts under one roof.
Organised by local beverage retailer Cellarbration, the 2026 edition will feature more than 500 brands and over 1,000 drink varieties, covering fine wine, single‑malt whisky, gin, sake, craft beer and a growing selection of Low&No alternatives.
Organisers noted shifting drinking habits across Singapore as a key driver behind this year’s expanded lineup. Rather than pursuing higher‑volume purchases, local consumers are increasingly trading up to premium, limited‑release and artisanal expressions, with greater interest in producer stories, terroir and provenance.
“Five years on, CellarFiesta has evolved from a tasting fair into a marketplace where brands can connect directly with serious drinkers,” an event spokesperson said. “We want to remove barriers to discovery, letting visitors sample before they buy without expensive tasting tickets.”
Entry to the show remains free for registered members. Daily goodie bags and branded whisky glasses will be given to the first 500 attendees each day.
Alongside product booths, the programme includes scheduled masterclasses hosted by brand ambassadors and distillery representatives, designed for both casual drinkers and trade‑adjacent visitors.
While primarily built for consumers, the festival also serves as a soft‑launch platform for brands making their first official appearance in Singapore and Southeast Asia.
Several new‑to‑market spirits and wine ranges are scheduled for their Singapore premiere at this year’s show.
(the writer can be contacted at: info@thewinechronicle.com)
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