Japanese wine market sees interest from younger consumers

Terroir Tokyo has announced that its wine set featuring a makers' dinner, ‘300Petit (No. 1 and No. 22)’, sold out within one week of its September 19, 2026, release. The product, which targets consumers in their 20s and 30s, includes 300ml bottles designed to lower the barrier for beginners. The accompanying makers' dinner is scheduled for November 1, 2026, in Katsunuma, Yamanashi Prefecture, offering participants an immersive experience including vineyard tours and direct interaction with producers.

Separately, Nagoya Sakae Mitsukoshi will host a premium wine tasting and sales event for Kenzo Estate from October 2 to October 4. The event will feature red, white, rosé, and sparkling wines from the Napa-based winery, alongside exclusive food pairings prepared by the estate’s chefs. The event includes the Nagoya debut of the ‘Tokika’ set, which is typically exclusive to the Napa winery.