The Hong Kong wine market is experiencing a downturn, with imports down 40% from 2018, due to economic challenges, shifting demographics, and low tourism numbers. Experts believe that an economic recovery, a return of expatriates, and a decrease in US interest rates are necessary for a full recovery to pre-Covid consumption levels. Strategy sessions suggested connecting with new consumers, being present in the market, and targeting specific locations. The Macallan's significant investment in a flagship store in Hong Kong highlights the importance of being visible in the market. The recovery may not have a set timeframe, but stakeholders remain optimistic.