The Australian Wine Roadshow Japan is an exciting opportunity for Australian wineries to showcase their brands to wholesalers, distributors, key trade professionals, and media in Tokyo, Osaka, Nagoya and Fukuoka.
Earmarked for September, Wine Australia and Austrade are collaborating to host the roadshow, which will include several promotional activities in the above cities and capability building for participants. We are now seeking expressions of interest in participation both from wineries with current distribution in market, and those seeking importers/distribution in Japan.
Why participate?
By participating in this event, you will:
- Gain exposure for your brand to a wider pool of potential new customers, and 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 / gain exposure to potential importers for your brand.
- Take advantage of the growing number of Australian wine consumers in Japan and build on the momentum following the Osaka Expo.
Key contents
- Market briefing for participation wineries including insights on market context, opportunities, challenges, regulations, sales channels and business practices.
- Capability building activities.
- Tasting and masterclasses in each city.
- Australian wine dinners for key trade in Osaka and Tokyo.
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.
The program is currently being scoped by Wine Australia and Austrade, and more information will follow regarding the structure, pricing and timing.
Participation costs
Pricing indicated is an estimate only and subject to change. Does not include capability building activities.
Tasting: Full Package (Open to all brands)
- All four cities, five SKUs per city
- AUD$3,400 (excluding GST)
Tasting: Custom Package (Open to brands with current distribution only)
Choose your preferred cities and number of SKUs (2-5 per brand). The same SKUs must be shown in each selected city.
- Tokyo: AUD $200 (excluding GST) per SKU
- Osaka / Nagoya / Fukuoka: AUD $160 (excluding GST) per SKU
Australian Wine Dinner Sponsorship (Open to brands with current distribution only)
With the objective of building relationship with key trade (on-premise, retail, EC), two invitation-only dinners will be held for 45-50 guests per venue.
- Approximately 8 SKUs per dinner
- Tokyo: AUD $1,000 (excluding GST) per SKU
- Osaka: AUD $800 (excluding GST) per SKU
State and Regional participation
If you are a State or Regional representative and are interested in participation, please email asia@wineaustralia.com by 8 December 2025.
Expressions of interest
Please complete the form below to express your interest.
Please note that by expressing your interest in this activity you are not committed to participating.
If we reach the minimum number of EOIs for this activity to proceed, we will provide further details around pricing, locations, participation criteria, and open formal registrations.
Expressions of interest | Open: 10 November 2025, Deadline: 8 December 2025
Participation criteria
Wineries with current distribution
- For wines with current distribution in Japan, importer representation is mandatory for all cities. Please secure the support of your importer before submitting. After registrations close, we will contact your importer directly for information on exhibiting wines and provided with 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.
Wineries seeking an importer
- Wineries must be export ready
- Participation in all four cities, physical attendance mandatory*.
- Participation in capability building activities.
- More information to follow regarding logistics and capability building costs, guidance, and schedule to follow.
*Please note that Japan is a relationship-based market. 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.