The “casualisation” of wine in Japan spells both opportunities and dangers, according to Wine Intelligence

The “casualisation” of wine in Japan spells both opportunities and dangers, according to Wine Intelligence

Japan's younger consumers are turning more to casual settings to drink wine, according to new research.

In a report released today by Wine Intelligence, the research company claimed that wine is becoming a beverage more often bought by young consumers in convenience stores and Izakaya-style bars. According to the Japan Landscapes 2017 report, under 35s also tend to consume wine on a less frequent basis, as they are more likely to drink a broader range of alcoholic beverages. 

Within the convenience and Izakaya context, Wine Intelligence said, "the lack of good point-of-sale education is endangering the wine renaissance that Japan has experienced in the past few years". However, the research firm pointed to social media as a way to plug the knowledge gap.

"We are seeing wine brands increasingly placing importance on their social networking sites," said Wine Intelligence CEO Lulie Halstead, "as well as producers and distributors developing experiential opportunities by providing tastings, dinners and events which generate opportunities for drinkers to post across their social networks to engage consumers and build brand awareness.#

"Given younger wine drinkers are much more likely than other age groups to drink wine in the on trade, there is an opportunity for increased exposure to wines in these channels, building on the trend of younger drinkers turning to wine at more casual and relaxed occasions when they are out."

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