Japan: Wine Market Report 2011
Report Highlights:
In 2010, the United States held a 7.8 percent value share of Japan's $772 million imported bottled wine market. This was an increase from the 6.8 percent share in 2009 and the 7.0 percent share in 2008. The majority of imported wines from the United States are sold at a price-point in the 700 – 1000 yen ($8.54 - $12.20) range.
Executive Summary:
Total imports of 2 liter or less bottled wine in CY 2010 increased 4.5 percent to 1.34 million hectoliters from 1.28 million hectoliters imported in CY 2009.
Volumes of imported wine from the United States increased 7.5 percent in CY 2010 to 87 thousand hectoliters for a 6.5 percent (6.3% in 2009) share of the imported bottled wine market.
In an effort to extract more value per liter, U.S. traders are working to ship more bottles for the 1000 – 1500 yen ($12.20 – 18.29 at 82 yen/dollar) price category.
France’s share of the imported bottled wine market continued to fall in CY 2010 with a 3.2 percent volume decrease to 471.6 thousand hectoliters.
Italian restaurants continue to do well and consumed 5.3 percent more Italian wine in CY2010. Still the second largest exporter to Japan, its share at 18.6 percent with 248.7 thousand hectoliters.
Imports of Chilean wine increased by 22.8 percent in CY 2010 due to the implementation of the Chile - Japan Free Trade Agreement which will reduce duties on Chilean wine to zero over the next eleven years.
Import volumes from Spain increased by 11.3 percent in CY 2010 due to increased consumption of on-premise Spanish restaurants and a push into supermarkets.
Total shipments from Australia returned to its CY 2008 volume level. 74.7 thousand hectoliters entered Japan in CY 2010, which was a decrease of 10.9 percent compared to CY 2009.
Popularity of sparkling wine continues to grow for both women and men. Import volumes of the top five countries grew except for Italy. Total volume was up 15.8 percent.
Domestic wine producers continue to bottle more imported bulk wine in CY 2010. U.S. wines have done well in this area exporting 69.4 thousand hectoliters.
Retailers are seeking to procure wine through more direct channels on an increasing basis in an effort to increase margins.
No changes of regulations and taxes.
Labels may need to have modern taste rather than traditional look. Black font on simple design labels seem to popular.
