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.

Click here to access the report. 

Publication date: November 2024

Please keep in mind that this report is only accessible to EU companies which are registered to the EU Business in Japan restricted content of our website. If you are not yet a member, please register here: https://www.eu-japan.eu/eubusinessinjapan