Wine exports from Australia to Japan
Australian export of wine to Japan reached almost one million cases in 2007. Australia is the fourth largest exporter by value to Japan, following France, Italy and US in the same year. The average export price is A$5.43/L FOB.
The merit of screw cap has been largely accepted by Japanese consumers. Australian major individual wine brands are simultaneously moving to screw cap in Japan and premium wine producers are following.
The import of Australian bottle wine accounts for 77 per cent of the total volume of Australian wine exports, while cask (Bag-In-Box) makes up the remainder at 23 per cent.
Sales of sparkling wines in Japan show a 17 per cent increase by volume. The import of Australian sparking wine has shown rapid growth, almost 50 per cent increase over two years.
Newly established international hotels are generally proactive about introducing New World wines in their restaurants.
There are several factors that will boost Australian wine exports over the longer term:
1.The main driver will be consumer awareness of Australian wines. As Australian wines gain a good reputation in other overseas markets such as the UK and USA, Japanese perceptions on Australian wines will change - there is a positive flow-on effect.
2.As the retail price of imported wines has dropped, perceptions of wine have changed from solely for special occasions to more daily consumption habits. This has driven an increasing consumer consciousness of price and quality and overall education about wine. Japanese consumers are increasingly becoming aware of what medals and awards signify in this area.
There are two major segments in the Japanese wine market: 'price fighters' and discount wines. These have a retail price at ¥380-¥880 for 750ml bottle and are mainly distributed through large-scale retail outlets such as supermarket chains, 'casual' food service outlets and are sold by full container loads.
The next category is ¥1000-¥1500, where the challenge is to demonstrate cost performance against French and Italian wines in the same category. Premium wines for special occasions, when supported by ratings, awards, and reputation retail at ¥1500-¥3000 and above and are distributed through specialised wine outlets, upper-tier hotels and restaurants.