Japanese trade professionals explore Australian wine regions following successful in-market campaign

Wine Australia recently hosted a successful inbound 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 campaign and promotion, achieving highest sales results across Japan’s on-premise sector in March and again in October–November 2024. The campaign, designed to increase visibility and sales of Australian wine in key Japanese venues, achieved outstanding results and continues to drive interest in premium Australian wine offerings.

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. 

Over the course of the visit, guests were warmly 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 engaging conversations with winemakers, bringing the story of Australian wine to life in a uniquely personal and memorable way.

“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 Paul Turale, General Manager Marketing, Wine Australia. 

“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 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.    

Quotes from participants

Attributable to Chiemi Kinouchi, Asahiya – Takamatsu 

After spending about two years living in Australia, I returned to Japan in 1989 and opened a wine bar in Kagawa Prefecture specializing in Australian wine. Now, with the relocation and expansion of the shop, we handle wines from around the world.

On this occasion, I had the opportunity to visit wineries in the Hunter Valley and Yarra Valley, where 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.

It was a wonderful chance to discover new labels as well, and I feel inspired to share the deeper appeal of Australian wine with our customers. 

Attributable to Sena Maegawa, Wine Salon Tabinotsure – Tokyo 

In Hunter Valley, I felt a strong sense of “pride in Australian wine.” 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. I was especially impressed by the diversity and aging 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, I felt 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. 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.

I have always loved the country of Australia and its wines, but this week gave me even more confidence in those feelings. Moving forward, I am more determined than ever to share the greatness of Australian wine with consumers with even greater passion.

Attributable to Kenichi Tsuji, Bar a Vin Le Chateau de Chinon

Since being certified as an A+ Australian Wine Trade Specialist in 2012, I’ve had many opportunities to visit Australia, where I’ve encountered a wide range of producers and wines. I even now have my own original Australian wine bearing my name.

This time, I had the chance to visit Hunter Valley for the first time, despite it being one of the most accessible and renowned wine regions. Surprisingly, it was also my first time setting foot in Sydney, making this a truly valuable experience for me.

Despite the challenges of a humid subtropical climate, it was impressive to see producers working hand in hand in both viticulture and winemaking to pursue high-quality wines. In particular, this visit completely changed my image of Hunter Shiraz.

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. Across the board, I was left with an impression of elegant acidity and pure, clean flavors in the wines.

Including the latest seminar on Australian wine trends by Adrian MS, this was truly a tour where I could experience new styles and truly “Discover Aussie Wine.”

Going forward, I hope to continue sharing the wonders of Australian wine here in Hokuriku.

Quotes from Australian wineries

Chris Tyrrell – Chief Executive Officer, Tyrrell’s 

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.

Andrew Thomas – Managing Director and Head Winemaker, Thomas Wines

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. 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.