The Japan Roadshow is an exciting opportunity for Australian wineries to showcase their brands to wholesalers, distributors, key trade professionals, and media in major cities across Japan.
Earmarked for the first half of September 2025, the Japan Roadshow plans to visit Tokyo, Osaka, Nagoya, and Fukuoka to raise awareness and boost consideration of Australian wines. Hosted by Wine Australia and supported by Austrade, the program will include tastings, educational masterclasses led by a prominent Japanese sommelier, and winery sponsored dinners in each city.
In Japan Australian wine is associated with authenticity, sustainably made, value for money, and appreciated as food-friendly wines [1]. The Japanese trade and consumer's interest in Australian wine presents a fantastic opportunity to showcase the quality and diversity of our wines and regions to an engaged audience.
Please note that, by expressing your interest in this roadshow you are not committed to participating in the event. If we reach the minimum number of EOIs for this program to proceed, Wine Australia will provide further details and open the event for formal registration.
[1] Source: Wine Intelligence ‘Country health tracking: nine key markets’ June 2023
Why participate?
By participating in this event through your importer, you will:
- Gain exposure for your brand to a wider pool of potential new customers
- Increase awareness of the diverse range of Australian wines already available in the Japanese market
- Support your importer by participating in a Wine Australia-organised event that promotes their wine portfolio
- Take advantage of the growing number of international visitors to Japan (30 million between January and October 2024)
- Build on the momentum created by the Australian Pavilion at the Osaka Expo (April–September 2025)
- Have the opportunity to engage with key sommeliers and on-premise buyers in the lead up to the third nationwide Discover Australian Wine on-premise campaign that Wine Australia will run in Japan following on from this event.
Opportunity
Wineries who currently export to Japan and have product available in market are invited to express their interest in participating in the roadshow. The program includes the below content in each city, with activity 1 and 3 listed below open to wineries.
- Tasting featuring 50+ wineries
- Masterclasses led by an influential sommelier
- Winery sponsored exclusive Australian wine dinner targeting 30-50* key decision makers in on-premise and retail
*Dependent on restaurant size
The roadshow will be promoted widely through Wine Australia digital channels (website and EDM), Wine Australia and Austrade networks, wine media and other industry associations.
Costs
Tasting (Full Package): All four cities, 5 SKUS per city
- AUD$3,400 + GST
Tasting (Custom Package): Select cities and SKUS
- Tokyo: AUD$200 +GST per SKU
- Osaka / Nagoya /Fukuoka: AUD$160 +GST per SKU
*2-5 SKUS per brand. Must be the same SKUS for each city selected.
Winery Sponsored Dinner: 7-10 SKUS per dinner
- Tokyo: AUD$1000 + GST per SKU
- Osaka / Nagoya /Fukuoka: AUD$800 + GST per SKU
* Maximum of 2 SKUS per dinner per brand
Pricing and contents are provisional - some adjustments may be made based on EOI response.
Participation Criteria
- Wines must be currently distributed in the Japanese market.
- Please secure the support of your importer before submitting. Your importer will be contacted for Japanese wine information, provided with event and shipping details, and must be available to represent your brand on the day*.
- Cost of wines and logistics to venue covered by winery and/or importer per their own agreement. Wine samples will need to be delivered to the event venue in Japan.
*Importer representation is mandatory for Tokyo and Osaka and strongly encouraged for Nagoya and Fukuoka. However, if importer representation is not possible for Nagoya and Fukuoka, we will set up a self-tasting station for guests to sample your wine.
Expressions of Interest
If you are interested in participating, please complete this form by 17 February 2025.
The event is being promoted to Australian wine businesses via the Wine Australia website and marketing newsletters.
If the minimum number of EOIs for this program is reached, Wine Australia will provide further details and open the event for formal registration. Pricing and contents are provisional - adjustments may be made based on EOI response.
Contact
For more information, please contact asia@wineaustralia.com