The Australian Wine Roadshow Japan is an exciting opportunity for Australian wineries to showcase their brands to wholesalers, distributors, key trade professionals, and media across Japan.
The Roadshow will visit Osaka, Tokyo, Nagoya and Fukuoka to increase awareness, consideration and sales opportunity of Australian wines. Hosted by Wine Australia in partnership with Austrade, the program will include tastings, educational masterclasses led by a prominent Japanese sommelier, and winery sponsored dinners in Tokyo and Osaka.
Dates and destinations
- Monday 7 September (Osaka)
- Wednesday 9 September (Tokyo)
- Monday 14 September (Nagoya)
- Wednesday 16 September (Fukuoka)
*Order of cities has been planned to avoid overlapping with other industry events and to maximise trade attendance.
Japan is the tenth-largest export market for Australian wine by value. In the 12 months to December 2025, the value of Australian wine exports to Japan increased 2.4% to $46.1 million. Associated with authenticity, sustainability and value for money, and widely appreciated as food-friendly, Australian wine continues to attract strong interest from Japanese trade and consumers, presenting an excellent opportunity to showcase the quality and diversity of our wines and regions to an engaged audience.
Why participate?
The Australian Wine Japan Roadshow will provide participants the opportunity to:
- gain exposure for your brand to a wide pool of potential new trade customers
- support your importer by participating in a Wine Australia-organised event that promotes their wine portfolio, aligned to a greater category-building program presented and supported by Wine Australia & Austrade
- New to Market brands: gain exposure to potential importers for your brand, and cultivate a deeper understanding of the market's retail landscape and business culture, and
- take advantage of the growing number of Australian wine consumers in Japan and build on the momentum following the Osaka Expo.
Program
The program includes the below activities:
- Australian wine tasting event in all four cities
- educational seminars in all four cities
- Australian wine dinners for key trade in Tokyo and Osaka (brands with current distribution only)
- a post-tasting consumer event in Fukuoka (brands with current distribution only)
- a pre-departure briefing, and information pack
- a capability building program including market briefings and local retail visits (New-to-Market brands only).
A Japan market briefing will also be held on 21 April, including insights on market context, opportunities, challenges, regulations, sales channels and business practices.
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.
Pricing and registration
Brands with existing distribution
Tasting - Full Package
- All four cities, 5 SKUs per city
- AUD $3,400 + GST
- *Must be the same SKUs for each city
Tasting - Custom Package
- Choose your preferred cities and number of SKUs (2–5 per brand).
- Tokyo: AUD $200 + GST per SKU
- Osaka / Nagoya /Fukuoka: AUD $160 + GST per SKU
- *Must be the same SKUs for each city
Australian Wine Dinner Sponsorship
- Approximately 8 SKUs will be featured in each dinner, paired with the menu.
- Osaka: AUD $800 + GST per SKU
- Tokyo: AUD $1,000 + GST per SKU
- Must have current distribution in Japan
New-to-Market Package
- AUD $3,500 + GST
- One full table in both Osaka and Tokyo tastings
- Up to 10 SKUs per table
- Includes program of capability building activities
- Must be export ready
- *Must be the same SKUs for each city
Invoices: After participation is notified, participation cost will be issued by our finance team in May 2026 with payment due by June 2026.
For eligible Victorian producers, a 50% subsidy may be available through Wine Victoria for Victorian brands being showcased.
State and Regional participation
If you are a State or Regional representative and are interested in participation, please email asia@wineaustralia.com
Registration
Please read the Participant Prospectus for more information about the Australian Wine Roadshow Japan 2026.
Registrations for this activity are open until the 31 March.
Participation is at the discretion of Wine Australia and subject to capacity. Please note that a minimum number of registrations are required for this event to go ahead.
Participation criteria
Brands with current distribution:
- Importer representation is mandatory for all cities. Please secure the support of your importer before submitting. We will liaise directly with your importer for Japanese collateral checks and to provide shipping and event details.
- Participation in at least two out of the four cities
- 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.
- Wineries are encouraged to travel over for the event; however physical attendance is not mandatory.
New-to-Market:
- Physical attendance at both Osaka and Tokyo tastings, and capability building program is mandatory.
- Must be export ready
- Wine Australia will work with preferred logistics partners and make arrangements in each market to ensure your wines reach the markets safely. Wine Australia will organise consolidation of wine stock in Australia.
- Participants will be responsible for all logistics costs, including freight and customs clearance costs for all wines supplied. Participants will be invoiced for international freight costs directly by our logistics partner.
- Estimated wine logistics charges are approximately A$50 per bottle, including consolidation, freight, customs clearance, local storage, and delivery to the venue. As the shipment will arrive during the Japanese summer, when temperatures and humidity are very high, refrigerated (reefer) transport is a must. Please take these costs into consideration when selecting number of SKUs.
- Participation in this activity does not guarantee securing distribution and should be viewed as an initial step toward doing so. Please note that Japan is a relationship-based market, and the process may take one to several years.
- If you secure an importer, regular visits and ongoing investment are key to success. We kindly ask that you register only if you are ready to make this commitment.
Contact
For more information, please contact asia@wineaustralia.com.