Japan strengthened its position as a high-value wine market during the first half of 2025, increasing the total value of its wine imports even as overall volumes declined.
According to Japanese customs data analyzed by the Spanish Wine Interprofessional Organization (OIVE), Japan imported wine worth EUR 708.4 million, up 4.3% year-on-year. However, the country purchased 111 million liters, a decrease of 0.9%, equivalent to one million liters fewer than in the same period of 2024.
The divergence between rising value and falling volume reflects Japan’s ongoing shift toward premium segments, particularly sparkling and high-quality bottled wines. The average price per liter rose by 5.3%, reaching EUR 6.38, its highest level in recent years.
Premiumization Drives Growth
The decline in volume is primarily linked to reduced purchases of bulk wine (-6.7%) and bag-in-box wine (-11.5%), two categories traditionally associated with lower price points. In contrast, sparkling wine imports increased by 5.9%, while volumes of bottled still wine remained stable.
Bottled formats—comprising sparkling, still bottled, and BiB wines—performed particularly well, reaching:
- EUR 692.6 million in value (+4.5%)
- 95.6 million liters in volume (+0.1%)
- Average price: EUR 7.24 per liter
These figures confirm Japan’s preference for wines with higher added value.
Bulk Wine Continues Its Decline
Bulk wine represented a small but declining share of Japan’s imports:
- Value: EUR 15.7 million (-4.2%)
- Volume: 15.4 million liters (-6.7%)
- Average price: EUR 1.03 per liter (+2.7%)
This downward trend aligns with Japan’s broader market evolution, where consumers increasingly opt for quality over quantity.
Spain Loses Ground in Both Value and Volume
Spain remains an important player in Japan’s wine market, but its performance weakened during the first half of 2025. It ranked:
- 5th in value: EUR 45.7 million (-8.9%)
- 4th in volume: 18.5 million liters (-11.1%)
- Average price: EUR 2.48 per liter, significantly below the overall market average of EUR 6.38
The data shows that Spain has lost market share, challenged by both premium competitors and low-cost suppliers.
Supplier Landscape: France Leads in Value, Chile in Volume
The Japanese market continues to show contrasting dynamics depending on the supplier country:
France
- EUR 405 million in value, representing 57% of Japan’s total spending
- 24 million liters in volume
- Average price: EUR 16.88 per liter—the highest among major suppliers
France’s dominance in value reflects its strong portfolio of premium wines, particularly Champagne.
Chile
- 31.6 million liters in volume—Japan’s top supplier by volume
- EUR 67.3 million in value
- Average price: EUR 2.13 per liter
Chile’s Free Trade Agreement with Japan continues to support its competitiveness.
Italy
- Second in value: EUR 87.1 million (12.3% market share)
- Third in volume: nearly 20 million liters
- Average price: EUR 4.43 per liter
Italy’s stable performance is driven by demand for Prosecco and other classic Italian varieties.
Portugal and the United States
These two suppliers recorded notable growth:
- Portugal: +30% in value and +26% in volume
- United States: +43% in volume, albeit with a 28% drop in average price
The U.S. growth was likely driven by competitive pricing and increased availability.
Trends by Wine Category
During the first half of 2025, Japan purchased wine across four major categories:
-
Bottled still wine
- EUR 395.8 million, 70.3 million liters
-
Sparkling wine
- EUR 285.9 million (+14.6%), 18 million liters (+5.9%)
-
Bulk wine
- Decreases in both value and volume
-
Bag-in-box wine
- Also declined during this period
From a long-term perspective (2020–2025), the strongest performers have been:
- BiB wines: +3.8% in value, +4.6% in volume annually
- Sparkling wines: +3.1% in value, +1.3% in volume annually
In contrast, bulk wine and bottled still wine have suffered continuous declines.
Price Evolution by Category
Average prices during the first half of 2025 were:
- Bottled wines: EUR 7.24 per liter (+4.4%)
- Bulk wine: EUR 1.03 per liter (+2.7%)
- Sparkling: among the fastest-rising in value due to increased demand for premium brands
France remains the highest-priced supplier with nearly EUR 17 per liter, followed by Italy with EUR 4.43 per liter.
Market Outlook
Japan imported wine from 94 countries during the first half of 2025, demonstrating the breadth of its sourcing strategy. However, leadership remains clear:
- France dominates in value
- Chile dominates in volume
- Spain remains stable but declining
- Australia and South Africa face reductions in both value and volume
Japan’s shift toward premium wines—especially sparkling and higher-priced bottled wines—underscores a maturing market where quality, brand recognition, and origin increasingly influence consumer decisions.
Source: Vinetur