Articles & Interviews

Food & Drinks Malaysia by SIAL 2026: Ukrainian Wines Between European Heritage and an Asian Future

Malaysia

Author: Solomiya Begun – international trade agent in wine and premium spirits (markets of Asia, France, and Ukraine), Founder & CEO GODAI SDN. BHD. (Kuala Lumpur, Malaysia), WSET Level 2, Vice Conseillère Gastronomique Chaîne des Rôtisseurs, Ambassador of Wine Travel Awards 2026.

Food & Drinks Malaysia by SIAL 2026

Recently, at the Malaysia International Trade & Exhibition Centre (MITEC) in Kuala Lumpur, the international exhibition Food & Drinks Malaysia by SIAL 2026 took place – one of the largest annual B2B events in the food and beverage industry in Southeast Asia. Organised by the SIAL Network, this authoritative international exhibition platform brings together producers, importers, distributors, and buyers of food and drinks from all over the world.

Non-Halal Beverages

The most significant event of this year’s exhibition was the opening of the new Non-Halal Beverages sector, dedicated to alcoholic drinks. Within this space, I received an official invitation from the organisers to present Ukrainian wines. For me, this was a great responsibility, as for the first time in Malaysia’s history, Ukrainian winemaking was officially showcased at such an international-level exhibition to a wide professional audience.

Solomiya Begun

Over three days of the exhibition, I represented Ukrainian producers, conducted a professional masterclass on contemporary Ukrainian winemaking, organised tastings, and held numerous business meetings with importers, distributors, and representatives of the HoReCa sector. I am convinced that this event became an important starting point for promoting Ukrainian wines and spirits not only in Malaysia but also in the countries of the ASEAN regional bloc, which includes Malaysia, Singapore, Indonesia, Thailand, Vietnam, the Philippines, Brunei, Cambodia, Laos, and Myanmar. Many importers here operate simultaneously across several national markets, opening additional opportunities for scaling exports.

Working as an international trade agent between Europe and Asia, I am increasingly convinced that today ASEAN countries are among the most promising directions for the development of Ukrainian exports, with Malaysia steadily consolidating its role as a regional trade hub, through which producers can effectively enter several dynamic Southeast Asian markets at once.

Why Food & Drinks Malaysia by SIAL?

In today’s global food industry, international exhibitions have ceased to be merely platforms for product demonstration. Today, they are strategic meeting points for producers, importers, distributors, HoReCa representatives, and professional experts, where new trade routes are formed and long-term partnerships are built.

That is why participation in Food & Drinks Malaysia by SIAL has special significance. This exhibition is not just a professional platform for product presentation, but a kind of “window” into one of the most promising regions of the world – Southeast Asia.

Malaysia plays the role of an important trade hub that connects different markets in the region – from Singapore and Thailand to Indonesia, China, and the Middle East. For international producers of food and beverages, this is not only an opportunity to find a local partner but also a strategic step towards building a presence across the entire Asian market.

As an international trade agent, I view Food & Drinks Malaysia by SIAL not only as an exhibition event but as an important tool for market analysis: here one can observe current consumption trends, understand the needs of importers, assess the competitive environment, and determine which products have real potential for entering Asian markets.

Participation in an international exhibition by itself does not guarantee an export contract. But it opens doors to introductions, builds trust, and creates the foundation for future negotiations. This is how most international projects begin.

Why Malaysia? Ukrainian Wine on the Path to International Recognition

For the past 14 years, my work has been connected with two important international centres – Paris and Kuala Lumpur. Living and working between Europe and Asia allowed me to build a wide network of professional contacts and strong business bridges between European producers and Asian markets. For many years I have successfully worked in exporting French wines to Asia, helping wineries enter new markets, find strategic partners, and develop long-term presence in the region.

Since the full-scale war in Ukraine began, supporting Ukrainian producers has become not only a professional direction but also a personal mission. Representing Ukrainian wines abroad is my contribution to strengthening their global presence.

Malaysia was a natural strategic choice. With its location, infrastructure, and openness to international cooperation, Kuala Lumpur is a key business centre in ASEAN. My company, GODAI SDN. BHD., specialises in B2B cooperation in wine and premium spirits, representing over 1,500 producers from France, Germany, the UK, Romania, Ukraine, and beyond. Our mission is not merely to showcase products but to build long-term partnerships, helping producers adapt to local markets, secure reliable importers, and establish reputations.

Ukraine – A Wine Country the World Is Only Beginning to Rediscover

When I speak about Ukrainian wine abroad, the most common reaction is surprise: “Do they really make wine in Ukraine?” My answer is always the same: Ukraine is not a new wine country – the world is simply rediscovering it.

With a winemaking history stretching back 2,800 years to ancient Greek colonies on the Black Sea coast, Ukraine lies within the same wine belt as Burgundy, Champagne, Alsace, Tokaj, and regions of Germany and Austria. Its diverse terroirs – from sunny Bessarabia and the Black Sea coast to cool Transcarpathia and the Carpathian foothills – give Ukrainian wines remarkable character.

Today, Ukraine produces everything from elegant sparkling wines and aromatic whites to structured reds with ageing potential. Around 180 wineries operate officially, with a growing culture of small family estates experimenting with local varieties. Alongside international grapes such as Chardonnay, Riesling, Sauvignon Blanc, Merlot, and Cabernet Sauvignon, Ukraine nurtures unique native varieties: Odesa Black, Telti Kuruk, and Sukholymanskyi White – grapes that embody the country’s identity and cannot be replicated elsewhere.

Despite the war, Ukrainian winemakers continue to tend vineyards, craft new wines, and present them internationally. Increasingly, they earn recognition at competitions such as Decanter World Wine Awards, Concours Mondial de Bruxelles, Berliner Wein Trophy, and Mundus Vini. These accolades confirm Ukraine’s place within modern global wine culture.

Ukrainian Showcase at Food & Drinks Malaysia by SIAL 2026

The curated collection presented in Kuala Lumpur highlighted Ukraine’s unique wine identity:

  • SHABO
  • Château Chizay
  • Big Wines Big Art
  • Zelenytsi Winery
  • Frumushika Nova

Alongside premium spirits producers: RUTA (Ukrainian Craft Bitter), Honey Badger, and Nemiroff.

Highlights included Brut Carpatian Sekt Chersegi from Château Chizay, showcasing Transcarpathian sparkling excellence; Odesa Black from Big Wines Big Art; and Gurzuf Pink from Zelenytsi Winery, which captivated audiences with its vivid colour, freshness, and gastronomic balance. The Ukrainian craft bitter RUTA proved a revelation, sparking strong interest among professionals and visitors alike.

Within the framework of the professional masterclass, the following wines were presented:

  • Brut Carpatian Sekt Chersegi, Château Chizay
  • Sauvignon Rytos, Frumushika Nova
  • Gurzuf Pink, Zelenytsi Winery
  • Odesa Black, Big Wines Big Art
  • Chateau Chizay Late Harvest Furmint

Such wines demonstrate that Ukrainian winemaking offers not only quality but also what is most valued in the world today – authenticity, uniqueness of origin, and flavours that cannot be replicated elsewhere.

Results of Ukraine’s Participation in Food & Drinks Malaysia by SIAL 2026

Ukraine’s participation in Food & Drinks Malaysia by SIAL 2026 became an important stage in the international promotion of Ukrainian winemaking and Ukrainian products in Southeast Asia.

Among the key results:

  • Presentation of Ukrainian wines and premium alcoholic beverages to the Malaysian and international professional market.
  • The first official presentation of Ukrainian wines and spirits within the framework of the international food exhibition Food & Drinks Malaysia by SIAL.
  • Receiving independent positive feedback from importers, HoReCa representatives, and wine professionals regarding the quality, uniqueness, and potential of Ukrainian products.
  • Establishment of new professional contacts with potential partners.
  • Creation of a foundation for further development of export cooperation.

From the perspective of international trade, such events become places where new business directions are born. Here the first negotiations begin, long-term partnerships are formed, product potential is assessed, and new export opportunities are created for entire industries.

Malaysia

Special thanks are due to the Embassy of Ukraine in Malaysia and the Sommelier Association of Malaysia for their attention, trust, and support in developing professional dialogue around Ukrainian wine. Support from diplomatic and professional partners is of great importance for the international representation of Ukrainian producers, as it helps create additional opportunities for communication with international audiences, importers, and representatives of the wine industry.

I also express gratitude to the international media group Drinks+ for informational support of the exhibition and all events connected with the promotion of Ukrainian wine. Such partnerships are an important component of cultural and economic diplomacy, as they help strengthen Ukraine’s presence in the global wine community.

Stay connected with Wine Travel Awards: