Asia Activations

Japan New-to-Market Wine Promotion & Tasting

ABOUT: Austrade is once again partnering with WANDS, Japan’s leading international wine & spirits industry publication, to promote new-to-market Australian wines in Japan. This is an Austrade led event that is funded and supported by WA Wines to the World and the WA Government Office in Tokyo (JTSI)

Expressions of Interest are sought from Western Australian wineries wishing to participate in a masked tasting of new-to-market wines by 3 professional Japanese tasters, to be held in Tokyo in January 2024. Wines recognised by the sommeliers across 5 categories will be featured in the March 2024 issue of WANDS. Japanese importers will also be invited to a wine tasting event to be held in the Australian Embassy on 17 April 2024.

Anticipated outcomes for wineries include:

  • Written feedback of the wine’s tasted by leading industry specialists

  • For wineries with wines selected in the Best 15, brand exposure to industry through featuring in the WANDS magazine.

  • Inclusion in an e-mail to 100+ Japanese wine importers.

  • Showcase all the wines in a tasting event for targeted wine buyers in Tokyo (NB: there is no guarantee that business leads will be generated for participating wineries).

Read the Austrade flyer for more information.

OBJECTIVES: Provide an opportunity for new-to-market exporters to get the attention of Japan wine importers and ultimately achieve representation.

AUDIENCE: Japan wine importers.

ELIGIBILITY: Open to all WA exporters seeking distribution in Japan.

COST TO PARTICIPATE: $200 per winery + 6 bottles as samples (2 bottles per 1 SKU; 1 for selection, 1 for Tokyo wine tasting event - across 3 selected categories)

TIMING: Wines will be assessed blind in January 2024; successful wines published in WANDS magazine March 2024 edition; wines promoted at Tokyo tasting event on 17 April 2024. Critical timing for submissions as follows:

  • 10 Nov 2023: Wineries register EOIs.

  • 24 Nov 2023: Austrade will contact wineries to advise successful submissions (across 3 categories), advise on sample delivery details and provide a template for your wine information to be submitted by no later than 15 Dec.

  • 15 Dec 2023: Samples will need to arrive at the designated address in Japan.