Australia’s united food and wine team heads to Japan

The Australian Food and Wine Collaboration Group is headed to Tokyo in April as part of an ongoing effort to improve bilateral trade relations and increase export opportunities for Australia’s premium wine and food producers.  

It’s the sixth target market for the Collaboration Group, which has previously focussed its attention on emerging markets across Asia including Thailand, South Korea, Vietnam, Indonesia and Taiwan.   

Over the past two years, the Collaboration Group, comprising of Wine Australia, along with Seafood Industry Australia, Dairy Australia, Meat & Livestock Australia and Hort Innovation, has met with more than 1,000 food, trade and government representatives, leveraging the individual sectors’ export strengths to deepen industry and government networks, advance bilateral trade and improve market access for the Australian Government.   

Now the Collaboration Groups turns its attention to Japan, a highly valued trading partner and Australia’s third largest agriculture, fisheries and forestry export market, valued at $6.3 billion in 2023-24.

Wine Australia Chief Executive Officer Dr Martin Cole said Japan is Australia's ninth largest market for wine by value, importing 11.3 million litres for a total value of $45 million.  

“The Japanese trade and consumers’ growing enthusiasm for Australian wine presents a tremendous opportunity for us to strengthen our presence in the market, showcasing the quality and diversity of our wines and regions to an engaged audience,” Dr Cole said.

“In value terms, still red wine represents 47 per cent of Australian wine exports to Japan, with still white wine at 34 per cent. 

“Chardonnay is the most popular Australian wine varietal followed by Cabernet Sauvignon, which has now overtaken Shiraz as the number one red varietal.” 

The Australian Food and Wine Collaboration Group’s Taste the Wonders of Australia market activation will take place in Tokyo on April 9.   

The events include export market roundtable discussions with industry and government contacts, food and wine workshops with industry representatives, and a Taste the Wonders of Australia Gala Dinner, which showcases the best of Australian food and wine to more than 100 Japanese food and trade representatives.  

Dairy Australia Sustainable International Trade Senior Manager Catherine Taylor said this latest market activation is a chance to enhance what is one of Australia’s strongest trading partners.

“Japan and Australia have a long history of mutual high-value trade and now is the time to strengthen the relationships and ensure the partnership continues to thrive into the future,” said Ms Taylor, a former Australian Government Senior Trade Commissioner and Consul General to Osaka. 

“Australian producers have worked hard over the years to meet Japan’s demand for quality produce, which has, in turn, helped improve our processes and our presentation and sharpened our competitive edge.

“It’s more than just a transactional relationship for both parties. In agrifood we have a highly complementary, counter-seasonal partnership and we are invested in each other’s success.  Japan will always be one of the world’s largest net importers of food and Australia’s agrifood export sector needs trusted, stable partners.”

The investment by the Australian Food and Wine Collaboration Group is supported by Agriculture Trade and Market Access Cooperation (ATMAC) grants, with a $500,000 for the first four export market destinations in 2022-24, and a second grant of $600,000 to continue the program for 2025-26.