JAPAN: Younger drinkers plump for imported wine in Japan - research

By Graham Holter at Wine Intelligence | 17 December 2012

Young wine drinkers are helping to drive growth in the Japanese market with a more adventurous outlook than their parents, according to research from Wine Intelligence.

Although wine drinking is already widely established in Japan, with more than half of the country’s 103.4m adults classed as wine drinkers, the country has a reputation for conservatism. Economic pressure has also meant the wine market has struggled for growth.

But, imported wine has seen a boom in the past few years and this has partly been driven by consumers in the 20-34 age bracket, Wine Intelligence reports. These drinkers are demonstrating a sharp increase in their self-confidence in the wine category and far more likely than older consumers to take advice about their purchases, and to seek out less familiar varietals and countries of origin.

The Japanese Wine Market Landscape Report, published by Wine Intelligence, says there are reasons to be hopeful that younger drinkers could eventually change the face of the Japanese market. But, the research warns that the country's economic situation remains fragile, and that the 20-34 age group is more likely than other demographics to describe wine as an expensive drink.

Expert analysis

Japan Wine Market Landscape Report

Japan is now the world’s 23rd biggest wine market, having overtaken Austria and Ukraine in the last 12 months, despite the twin shocks of last year’s earthquake and global economic uncertainty. For a market that has been relatively stagnant over the past decade, it has been an exciting time for Japan in the past three years, as volumes have grown by nearly 17%, with growth shared equally between imported and domestically-produced wine. This report looks at the landscape of the Japanese wine market.

Sectors: Wine

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JAPAN: Younger drinkers plump for imported wine in Japan - research

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