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2 clusters · 5 sources · 16 days · First seen · Last updated

Japanese wine industry promotion and market trends

Overview

Efforts to promote Japanese wine culture involve large-scale tasting events and targeted consumer products. In September 2026, the Association for the Promotion of Eating and Drinking Culture announced the ‘2nd National Japanese Wine Tasting Tour’ scheduled for November 23 in Tokyo. The event plans to feature over 170 varieties from more than 60 wineries across Japan, with specific sessions for the general public and industry professionals.

Simultaneously, market trends show increasing engagement from younger demographics. Terroir Tokyo reported that its ‘300Petit’ wine set, designed for consumers in their 20s and 30s, sold out within one week of its September 19 release. This product includes smaller 300ml bottles intended to ‘lower the barrier for beginners’ and is paired with a makers' dinner in Yamanashi Prefecture. Additionally, premium tasting events featuring international wineries like Kenzo Estate are being held in Nagoya.

Entities

National Tax Agency · Katsunuma · Association for the Promotion of Eating and Drinking Culture · Nagoya Sakae Mitsukoshi · Terroir Tokyo

Timeline

  1. [BUSINESS] 2 sources
    Japanese wine market sees interest from younger consumers

    Terroir Tokyo’s new Japanese wine sets sold out in one week among younger consumers, while Kenzo Estate prepares a premium tasting event at Nagoya Sakae Mitsukoshi in October.

  2. [CULTURE] 4 sources
    Japanese Wine Tasting Tour to feature 170+ varieties in Tokyo

    The 2nd National Japanese Wine Tasting Tour will held in Tokyo on November 23, 2026, featuring over 170 varieties of wine from 60+ wineries across Japan.

Sources

dtimes.jp · kenzoestate.jp · premium-j.jp · prtimes.jp · value-press.com