Japan wine imports surge as prices fall, China market shifts to premium segment

Japan's wine market recorded a record‑high import volume of 55.8 million litres in the first quarter of 2026, up 6.2% from the previous year, while total import value fell 4.3% to €323.4 million. The average price per litre dropped 9.9% to €5.80. Growth was strongest in the bag‑in‑box segment, which rose 28.9% in volume and 18.9% in value, and Italy expanded its share of Japanese imports by about 22%.

In China, the wine import market showed a different trend in 2025, with import value declining 10.9% as overall volumes fell. The market is becoming more selective, with the average price per litre increasing and the premium segment gaining traction, especially in major urban areas. Italy remains the fourth‑largest supplier to China, but overall growth is modest.

These contrasting dynamics highlight a shift in Asian wine consumption: Japan is buying more wine at lower prices, while Chinese buyers are focusing on higher‑end products.