Wine Australia has continued with its efforts to build Australian wine in Japan by recently hosting a delegation of Japanese on-premise professionals on a tour of local wine regions.
The five participants in the tour achieved the highest sales results across Japan’s on-premise sector during the Discover Australian Wine trade campaign that ran in March and then again in October to November 2024.
As part of their prize, the guests embarked on a tour of Sydney, Hunter Valley, Melbourne and Yarra Valley, gaining first-hand insight into the quality and diversity of Australian wine across regions, climates and wine styles.
“This visit provided a special opportunity for our Japanese guests to connect with the people and places behind the wines they champion in their home market,” said Paul Turale, General Manager Marketing, Wine Australia.
“It was a special experience to delve into the history, viticulture and vinification of thoughtfully selected tasting wines across each venue and to engage with the winemakers directly.
“The passion and enthusiasm of our Japanese guests was matched by the warmth and generosity of our regional hosts, and we were thrilled to showcase the authenticity, quality and diversity that defines modern Australian wine.”
The immersive experience saw the guests sample more than 50 wines from over 20 producers, many of which are currently available in the Japanese market.
Chris Tyrrell, CEO of Tyrrell’s Wines said: “Japan has long been an important export market for Tyrrell’s and for the Hunter Valley more broadly. What makes these trade visits so worthwhile is the chance to deepen the cultural connection with buyers of our wine.
“Having the guests in-region allows them to see and taste what makes Hunter Valley wines and our region so unique, and that’s something you can only achieve in person.”
Guest Chiemi Kinouchi, of Asahiya bar in Takamatsu, said: “After spending about two years living in Australia, I returned to Japan in 1989 and opened a wine bar in Kagawa Prefecture specialising in Australian wine. Now, with the relocation and expansion of the shop, we handle wines from around the world.
“On this occasion, I had the opportunity to visit wineries in the Hunter Valley and Yarra Valley, where I was able to learn in detail about each winery’s unique character and winemaking methods. I was also deeply impressed by the warm relationships fostered through sharing meals with producers, and by the way they work together to promote their wine regions.
“It was a wonderful chance to discover new labels as well, and I feel inspired to share the deeper appeal of Australian wine with our customers.”
Wine Australia said it is planning a third edition of the Discover Australian Wine campaign, later this year, which will follow the Australian Wine Japan Roadshow 2025.
