This 95-page report is the result of our ongoing quantitative survey of regular Japanese wine drinkers and in-depth trade interviews with local industry experts. Drawing on market experience and secondary sources to support our detailed analysis of how the market is performing today, the report also looks to the future and identifies key trends driving the market forward.
As well as investigating what Japanese regular wine drinkers are consuming, our Japan Landscapes 2017 looks into which specific wine descriptors consumers find appealing or unappealing for both red and white wine. Wine descriptors are a crucial element in the marketing of wine, with the simple, few words on the back of a label or on a tasting note holding the potential to captivate a consumer – or just as easily deter them. For this investigation, we have divided common wine descriptors into two groups; ‘style’ descriptors and ‘flavour’ descriptors.

Drawing on data collected from our July 2017 wave of Vinitrac® (the world’s largest ongoing omnibus survey on wine consumer attitudes and behaviours), trade interviews, secondary sources and market experience, the Japan Landscapes 2017 report also features:
Key trends in the Japanese market and coming challenges

  • Demographics of regular wine drinkers in Japan by gender, age and region
  • Wine buying behaviour, including consumption by wine colour, channel and retailer usage, consumer motivations behind wine consumption and choice cues
  • Wine producing country and region awareness, and varietal preference
  • Consumption frequency and spend per occasion in both the off- and on-trade
  • Wine attitudes, wine involvement and attitudes towards wine closures (cork, synthetic cork and screw-cap)
  • Wine brand health analysis and insight, and measures such as brand awareness, purchase, conversion, affinity and recommendation
  • A full user-friendly data table with data from the questions asked of consumers, cross-tabbed by gender, age and region