Japan’s wine market is a fascinating blend of tradition, sophistication, and evolving tastes — making it one of the most dynamic wine destinations in Asia. In 2024 and the first half of 2025, the country saw a rise in wine import volumes despite overall spending shifts, highlighting a growing appetite for more affordable options like Bag-in-Box (BiB) alongside steady demand for premium sparkling wines. French wine importers still dominate in value, but there’s increasing interest in Chilean, Spanish, and New World labels.
At the same time, domestic Japanese wine producers are rapidly expanding, with Hokkaido, Yamanashi, and Nagano emerging as hotspots for high-quality local wines. For Japanese wine importers, this dual demand — imported prestige and local authenticity — offers both opportunities and challenges. Whether you’re a distributor, exporter, or wine enthusiast, understanding these trends is essential for navigating Japan’s highly competitive and quality-driven market.
Close to 250 wine importers and distributors operate in the country and although Old World wines are the standard, New World wines are gaining traction thanks to newly emerging importers.
Japan Wine Market Snapshot: Volume Up, Value Down in 2024
- 2024 Highlights:
- Japan’s total wine import volume rose by 2.2%, while the value decreased by about 8%, showing consumers are seeking more cost-effective options.
- Bottled wine imports (still, sparkling, and BiB) reached around 205 million liters, up 2.2%, though value fell to roughly €1.48 billion.
- Bag-in-Box (BiB) wines were a standout, increasing 16.3% in volume and 8.3% in value as consumers embraced value-driven packaging.
- Sparkling wine imports saw a sharp value drop (−12.6%), though volumes stayed steady — falling short of pre-pandemic peaks.
- France remains the top supplier by value (€873 M, −11%), followed by Italy (€196 M), Chile, Spain, and the U.S.
First Half of 2025: Value Rebound Driven by Sparkling Wine
- Wine import value rose 2.6% to €669 million (JPY 115 billion) despite a slight volume dip (−0.88%).
- Sparkling wine led the growth with a 12.8% value increase, now making up over 62% of bottled still wine value.
Domestic Wine Production: Growth and Global Attention
- Japanese wineries have doubled in number over the past decade, with around 500 producers now active.
- Regions like Hokkaido are attracting global investment — Burgundy’s Etienne de Montille is developing Pinot Noir and Chardonnay vineyards focused on wines with an “umami” profile.
- Indigenous varieties like Koshu (white) and Muscat Bailey A (red) remain central, with improved cultivation boosting quality.
- Domestic “Japan Wine” — made from 100% Japanese grapes — is growing in prestige, though mass-market wines from imported concentrates still dominate shelf space.
Consumer Trends and Market Dynamics
- Price Sensitivity: Yen weakness is pushing consumers toward BiB, mid-range still wines, and occasional premium splurges.
- Premium Experience: French sparkling remains a symbol of celebration, leading the premium category.
- Generational Shifts: Millennials and Gen Z prefer lighter styles, sustainable labels, and wines tied to experiences.
- Market Forecast: Japan’s wine market is projected to grow from USD 9.43 billion in 2024 to USD 15.79 billion by 2035, at a CAGR of ~4.8%.
Wine Importers in Japan: Key Players and Distribution Channels
Japan has around 250 wine importers and distributors, with a long-standing emphasis on French and Italian wines but growing diversification toward New World origins.
Distribution Breakdown:
- 73% off-premise sales (supermarkets, wine shops, department stores, convenience stores).
- 55% via supermarkets, 10% via convenience stores like 7-Eleven, FamilyMart, and Lawson.
Opportunities for Wine Exporters and Importers
- Offer value-oriented packaging (BiB, screwcap bottles) alongside premium labels.
- Invest in sparkling wine portfolios, especially Champagne and Prosecco.
- Build domestic partnerships to include Japanese wines in mixed offerings for international distribution.
- Target younger demographics through e-commerce, social media marketing, and wine education events.
Notable wine importers in Japan:
Below you can find a top with some of the most relevant wine importers from Japan:
1. Hotei Wines
With a portfolio of more than 50 brands, Bill Campbell’s company is now entering its 18th year in Japan. Hotei focuses on selling US wines to restaurants, especially wines from California.
Address: Manaka Bldg., 5/F 3-17-5 Shirokanedai Minato-ku, Tokyo 108-0071
Phone: 03-5789-2728
Top suppliers: Chateau Montelena, Shafer, Cline Cellars, Joel Gott
Website: www.hoteiwines.com
2. Orca International
Orca is one of the leading Japanese importers of wines from the USA, mainly from Washington, California and Oregon. French wines are also well represented in the company’s portfolio, with premium wines from Bordeaux and Rhone. Orca works mainly with restaurants, wine shops and hotels – Park Hyatt, Mandarin Oriental, Ritz Carlton, etc.
Address: 5-2-19 Nishi-Nippori, Arakawa-ku, Tokyo, Japan 116-0013
Phone: 03-3803-1635
Top suppliers: Woodward Canyon, Domaine Serene, Sokol Blosser Winery, Chalk Hill Estate, Bogle Vineyards, Freemark Abbey.
Website: www.orca-international.com
3. Farmstone
Farmstone is one of the main names when in comes to Australian wine in Japan. Managed by Hiromi Ishida, the long-standing importer has a large portfolio with various wineries from the New World.
Address: 5-27-4. Omori Nishi Ota ku, T143, Tokyo
Phone: 03-3761-5354
Top suppliers: Cullen, McHenry, Hohnen, Shaw & Smith, Wulura
Website: www.farmstone.com
4. Monte Bussan
The most important importer of Italian wine and food products on the Japanese market, Monte Bussan has been operating since the 80s and features an impressive variety of brands from all over Italy. The company works closely with close to 10,000 Italian restaurants in the country of the Rising Sun.
Address: Aoyama Oval building 5-52-2 Jingumae- Shibuya-ku 150-0001, Tokyo
Phone: +81 3 5466 4510
Top suppliers: Fontana Fredda, La Spinetta, Umani Ronchi, Mellini, Nino Negri, Monte Rossa
Website: www.montebussan.co.jp
5. Mottox
Mottox is one of Japan’s top 5 wine importers and its main strength is the company’s focus on a wide range of wine regions. Mottox offers both New World and Old World wines, both high profile brands and more value-oriented products.
Address: 1-6-20 Kosaka-Hommachi, Higashiosaka, Osaka 577-0802
Phone: 06 – 6723 – 3131
Top suppliers: Mastroberardino, Bruno Giacosa, Valdivieso
Website: www.mottox.co.jp
6. Pieroth Japan K.k.
Pieroth Japan K.K. was established in 1974 after the Pieroth family successfully tested the market with a local importer. Since then, the company has steadily expanded its sales operations, with over 600 employees working from over 45 sales offices nationwide. Today, Pieroth Japan imports over 1,700 wines from 17 countries to meet the ever-increasing and diversified demands of its sophisticated and knowledgeable private and professional clients.
Address: 2-13-31 Konan Minato-Ku, Tokyo-To, 108-0075
Phone: +81 3-3458-4455
Origin of imports: Argentina, Australia, Austria, Chile, France, Germany, Hungary, Italy, New Zealand, Romania, South Africa, Spain, Switzerland, United States
Website: www.pieroth.jp
7. Vinters Inc.
A wine importer with a focus on high-quality wines that are mainly sold to on-trade customers: restaurants, hotels, and wine shops.
Address: Toranomon 3-chome, 18-19 Toranomon Marine Building 5f Minato-Ku, Tokyo-To, 105-0001
Phone: +81 3-5405-8368, +81 6-6224-0901
Origin of imports: Australia, Bulgaria, Chile, France, Germany, Italy, New Zealand, Portugal, Romania, Spain, United States.
Website: www.vintners.co.jp
8. Awines Co.
In 2008 Awines started with the idea of selecting a unique set of wines and became a Japanese wine importer with a focus on authenticity, personality and artisanal producers.
Address: 1-10-13 Hassamu 3-jo, Nishi-ku Sapporo, Hokkaido, 063-0823
Phone: +81 80-6081-9357
Origin of imports: Australia, France, New Zealand, United States
Website: https://awines.jp/
