Report: Wine Market in Japan

About the Report 

The Japanese wine market is characterized as mature and saturated, with both domestic and imported wines readily available. Wine consumption has integrated into local cuisine culture, reflecting a significant shift in drinking habits over time. Approximately 30 million people in Japan are estimated to consume wine. However, there is a noticeable polarization in drinking preferences between generations. For European companies, the import regulations and procedures to Japan have become much easier with the EPA Agreement. Nevertheless, a thorough understanding of the Japanese consumer, their high-quality expectation – not only regarding the product itself, but also packaging, marketing and after-sales – and the Japanese marketing environment is key to successfully market any product. Hence local partners can support newcomers and help navigate the intricacies of the Japanese distribution system.

This report is aiming to provide an overview and insights into the Wine market in Japan. The research focuses on local companies as the aim is to provide an understanding of Japanese consumer expectations and values as well as foreign companies established in Japan, given their strong footprint in the market.

About the Expert: 

Caroline Hayashi (Hayashi Consulting) has over 15 years’ experience in marketing management positions within leading luxury groups (LVMH, Richemont) in Japan, Germany and France. Building on her expertise in strategic brand management as well as extensive hands-on experience in implementing marketing strategies, she is now working as an independent business development and marketing consultant for Japanese and European SMEs.  

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