As part of ongoing efforts to grow the Australian wine industry in Japan, Wine Australia recently hosted a successful inbound visit by five Japanese on-premise professionals.
The Japanese trade professionals were participants in the Discover Australian Wine trade campaign and promotion, which recorded the highest on-premise sales for Australian wine across Japan in 2024. The campaign continues to drive interest in premium Australian wine offerings.
“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 general manager marketing at Wine Australia, Paul Turale.
“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 guests had the opportunity to gain first-hand insight into Australia’s diverse wine regions, climates and wine styles, with tours through Sydney, the Hunter Valley, Melbourne and the Yarra Valley.
“Japan has long been an important export market for Tyrrell’s and for the Hunter Valley more broadly,” said chief executive officer at Tyrrell’s, Chris Tyrrell.
“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 group sampled over 50 wines from more than 20 producers, many of which are already available in the Japanese market.
“Welcoming Japanese wine trade to the Hunter Valley is a valuable opportunity — not just to showcase the quality of our Semillon and Shiraz, but to connect face-to-face and build ongoing relationships,” said managing director at Thomas Wines, Andrew Thomas.
“Japan is a market that appreciates craftsmanship and provenance, and that aligns well with the types of wines we produce.”
Wine Australia is preparing to launch the third edition of the Discover Australian Wine campaign in Japan this October and November.
Following the Australian Wine Japan Roadshow 2025, the campaign aims to strengthen commercial relationships and build brand equity for Australian wine.