The debut of ProWine Tokyo this week, from April 10 to 12 at Tokyo Big Sight, promises to shine a spotlight on the burgeoning interest and expanding tastes for wine and spirits in Japan. This event, orchestrated by Messe Düsseldorf Japan Co., Ltd., is a new chapter of the globally celebrated ProWein fair, underscoring Japan’s rising influence in the international alcoholic beverage industry.
Robust Market Growth
Contrasting with the broader trend of declining alcohol consumption in Japan since 1999, the country has experienced a notable surge in demand for wine and spirits. Wine consumption has seen an approximate 30% increase over the last decade, marking a significant shift in consumer preferences. Spirits consumption has witnessed an even more impressive expansion, tripling in the same period. These figures highlight a transformative shift in Japan’s beverage landscape, perfectly setting the stage for ProWine Tokyo.
The narrative of growth is further enriched by Japan’s significant imports of Champagne, showcasing a story of luxury and refinement. As the third-largest global importer of Champagne in 2022, Japan remarkably saw a 20.0% increase in quantity and a 21.9% increase in sales value, bucking the trend of decreasing imports seen by the United States and the United Kingdom. These statistics, provided by the French Champagne Committee, not only underscore the Japanese market’s resilience but also its deepening romance with Champagne.
Industry Insights
Peter Schmitz, Director of ProWein, shared his enthusiasm for the fair’s Tokyo debut, emphasizing the unique opportunities within the Japanese market. “Organized by our subsidiary, Messe Düsseldorf Japan, the Tokyo edition marks our first venture into the city. We’re encouraged by the participation of around 220 exhibitors from over 20 countries. The Japanese market’s receptiveness to higher-priced wines and spirits presents a unique opportunity,” Schmitz noted during an interview with Vino Joy News at ProWein Düsseldorf.
We’re encouraged by the participation of around 220 exhibitors from over 20 countries. The Japanese market’s receptiveness to higher-priced wines and spirits presents a unique opportunity.
Peter Schmitz
Renee Zhao, Director of Marketing and Communication for ProWine in Asia, delved into the strategic significance of targeting Japan. “In 2022, Japan ranked as the fifth-largest importer in Asia, drawing attention from key wine regions such as France, Chile, and the USA. This interest highlights Japan’s pivotal role in the Asian market,” Zhao explained. She also traced the development of ‘ProWine World,’ which initially focused on Shanghai’s burgeoning market and has since expanded across Asia, eventually leading to the launch of ProWine Tokyo. Zhao added, “Japan’s dual role as a major importer and a burgeoning wine producer, with regions like Yamanashi and Nagano, offers a compelling narrative that attracts international producers looking for new markets.”
Zhao also highlighted Tokyo’s strategic importance as a hub for wine and spirits importers. “With about 90% of exporters lacking importers in Japan, ProWine Tokyo presents an invaluable opportunity for establishing partnerships. Given that 95% of the importers are based in Tokyo, it’s the ideal location for our event,” she emphasized.
With about 90% of exporters lacking importers in Japan, ProWine Tokyo presents an invaluable opportunity for establishing partnerships. Given that 95% of the importers are based in Tokyo, it’s the ideal location for our event.
Renee Zhao
Event Highlights
ProWine Tokyo is set to cater to Japan’s sophisticated market, with 198 companies from 20 countries showcasing a broad spectrum of beverages. Notably, SHABO from Ukraine will bring a story of resilience and tradition from the war-torn vineyards of Odessa. Giorgi Lukuridze, CEO of SHABO, expressed excitement about participating: “We’re thrilled to showcase SHABO wines at ProWine Tokyo, offering a diverse lineup including unique indigenous varieties and our highest-quality wines, some of which have earned accolades at international competitions.”
Germany is poised to challenge Japan’s traditional perceptions of German wine, with 28 wineries highlighting the shift towards dry white wines and Pinot Noir reds, moving away from the stereotype of “Germany = Sweet White Wine.”
Moreover, ProWine Tokyo will introduce a variety of lesser-known products, such as UK sparkling wines, Dutch gins, Lebanese craft beers, and whiskies from Japanese sake breweries, showcasing the innovation and diversity within the global wine and spirits industry.
Engaging Programs and Seminars
The event will also feature two seminar and two tasting venues, addressing hot topics like “Non-Alcoholic Beverages,” “Sustainability,” and “Inbound Tourism.” Attendees will have the chance to taste award-winning German wines and enjoy cocktails made from exhibitors’ spirits. The “Label Contest,” where attendees vote on their favorite label designs, promises to be a popular draw.
As ProWine Tokyo opens its doors, it represents not just an exhibition but a platform for cross-border dialogue, innovation, and discovery, set against the backdrop of Japan’s dynamic wine and spirits market.
For more information about the fair, you can find it here.
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