Australia has a relatively low share of the Japanese wine market compared to other markets in Asia – five percent of volume and three percent of value.
“Meaning there is plenty of room for growth if share can be captured from other source countries,” says Wine Australia in a Market Bulletin.
In the 12 months ended March 2026, Australian wine exports to Japan rose by five percent in volume to 11 million litres and 10 percent in value to $49 million.
All the top three varietals (Chardonnay, Cabernet Sauvignon and Shiraz) grew in value, and growth was experienced across the price spectrum.
“Taking a longer-term view, exports to Japan rose immediately following the Japan-Australia Economic Partnership Agreement coming into force in 2015 and have grown by two percent in value on average in the years since (noting year-to-year volatility),” says the Market Report.
“Volume increased at a faster rate than value initially as import tariffs on bulk wine were eliminated immediately and tariffs on bottled wine were gradually removed. All Australian wine exports are now tariff free.”
Japan is the largest imported wine market by volume in the Asia Pacific region and Australia’s eighth largest export market.
“As such, it is a vital market to consider for Australian wine exporters,” Wine Australia says.
Japan is classified by IWSR as an ‘established’ wine market – which are markets with strong historical growth that is tailing off.
However, at 3.1 litres of wine per adult per year, Japanese wine consumers have a much lower per capita consumption compared to other established markets (like Australia at 22.3 litres per adult per year).
“But consumption per person is much higher than a majority of Asian destinations – like Singapore (around two litres per adult), South Korea and Taiwan (around one), and other destinations are even lower (like Thailand and Malaysia).
“Total wine consumption in Japan has declined on average by 2.5 percent per year over the last five years to reach 36 million 9-litre cases.
“Both volume and value are expected to decline slightly over the next five years, according to IWSR.”
According to research from 2021 by Starburst Insights, Japanese wine consumers see Australian wines as accessible and good value for money – which has been positive during times of economic hardship.
“Australian wines are also seen as pure, natural, sustainable and unique.”
• Wine Australia recently hosted a webinar with market experts from both Wine Australia and Austrade to give current and potential exporters an overview of the market. The Market Bulletin gives a summary of the market and consumer insights that were shared.
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