Wine Australia recently hosted a successful visit by five Japanese on-premise professionals as part of its ongoing efforts to grow the profile of Australian wine in Japan.
The guests were the top-performing participants from the Discover Australian Wine trade in-market campaign and promotion, achieving the highest sales results across Japan’s on-premise sector in March and again in October–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.
The guests were welcomed by local wineries and regional representatives, sampling more than 50 wines from over 20 producers — many of which are currently available in the Japanese market.
The immersive experience included guided tastings and winery tours, and conversations with winemakers, bringing the story of Australian wine to life in a personal and memorable way.
The campaign, which was designed to increase visibility and sales of Australian wine in key Japanese venues, achieved outstanding results as reflected by the participants response to the visit and continues to drive interest in premium Australian wine offerings.
Inspired to share Australian wines
One visitor, Chiemi Kinouchi from Asahiya, Takamatsu lived in Australia for two years, returning to Japan in 1989 to open a wine bar focused on Australian Wines.
She said her latest visit to the Hunter and Yarra Valleys left her feeling “inspired to share the deeper appeal of Australian wine with our customers”.
“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.”
Sena Maegawa from Wine Salon Tabinotsure, Tokyo shared this sentiment, describing a strong sense of “pride in Australian wine” in the Hunter Valley.
“The producers spoke passionately about their history and the ways they work to enhance the harmony between the soil and the grape varieties, and through their words, I sensed their unwavering commitment to protecting and preserving their land,” said Maegawa.
“I was especially impressed by the diversity and ageing potential of their Semillon, and I believe these achievements were made possible precisely because of the producers who have dedicated themselves to that land over many years.”
In Yarra Valley, Maegawa noted the “ambition of Australian wine”.
“The grape varieties they handle and the winemaking methods they employ are a direct reflection of their adventurous spirit. Witnessing their broad perspectives and endless possibilities, I felt that this region serves as a gateway connecting Australia with the wider world.”
Maegawa added: “It’s impossible not to have high hopes for a region that continues to grow in a way that’s gentle on nature. I was particularly amazed by their use of the solera system in making Savagnin.”
A+ Australian wine trade specialist and Japanese visitor Kenichi Tsuji, Bar a Vin Le Chateau de Chinon, said the visit was inspired by the culture of winemaking in the Yarra Valley.
“This was also my second visit to the Yarra Valley, where I found that while tradition is valued, producers are actively embracing new initiatives as well. There’s a strong culture of exchanging information and inspiring one another.”
Tsuji added: “Across the board, I was left with an impression of elegant acidity and pure, clean flavours in the wines.”
Australian producers excited to connect with Japan
General Manager of Marketing for Wine Australia, Paul Turale, said the visit was an unforgettable experience for all involved.
“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,” he said.
“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.”
Turale added that the response to the visit has been pleasing.
“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.”
Andrew Thomas, Managing Director and Head Winemaker, Thomas Wines described welcoming the Japanese wine trade to the Hunter region as a valuable opportunity.
He said: “Not just to showcase the quality of our Semillon and Shiraz, but to connect face-to-face and build ongoing relationships. Japan is a market that appreciates craftsmanship and provenance, and that aligns well with the types of wines we produce. These visits give us the chance to share not only our wines, but also the stories behind them.”
CEO of Tyrell’s, Chris Tyrrell agreed, adding: “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.”
The visit follows a strong year of engagement in-market, and Wine Australia is preparing to launch the third edition of the Discover Australian Wine campaign in Japan this October and November. The campaign will follow the Australian Wine Japan Roadshow 2025, continuing to strengthen commercial relationships and build brand equity for Australian wine in one of its most important export markets.