Japan’s Wine Imports Drop in Volume but Rise in Value as Consumers Favor Premium Bottles

Japan’s wine import market showed a mixed performance in 2025, with customs data revealing a slight decline in volume but a modest increase in value. According to trade figures compiled by Vino Joy News, Japan imported 234.4 million liters of wine last year, marking a 2.29% decrease compared to 2024. Despite this drop in quantity, the total value of wine imports rose by 1.47% year-on-year, reaching ¥252.6 billion.

The changes in both volume and value remained within three percentage points, indicating relative stability in Japan’s wine market. Analysts say this suggests that consumer demand and market size have not been significantly affected by broader economic challenges. Japan continues to hold its position as Asia’s largest wine import market, with a population of about 124 million people. Its import figures remain just ahead of mainland China, which is the region’s second-largest importer.

The divergence between declining volumes and rising values is attributed to two main factors: Japanese consumers’ ongoing preference for premium wines and the continued weakening of the Japanese yen. The weaker currency has increased the cost of imported goods, including wine. Akiko Ohara, general manager of Messe Düsseldorf Japan and organizer of the ProWine Tokyo trade fair, said that currency fluctuations have played a major role in shaping recent trends. She noted that while import volumes have dropped, the higher value indicates that Japanese consumers are still willing to pay for quality despite higher prices.

Sparkling wines continue to perform strongly in Japan, especially Champagne. In 2025, imports of sparkling wine reached ¥105.6 billion, approaching the ¥136.9 billion spent on bottled still wines. French sparkling wines dominated this segment, accounting for ¥89.1 billion or 65.1% of the market share. The average import price for sparkling wine was ¥5,590 per liter, highlighting Champagne’s enduring popularity among Japanese drinkers.

France maintained its lead as Japan’s top wine supplier by value in 2025, with exports totaling ¥149.5 billion. This figure put France well ahead of Italy, which was the second-largest supplier at ¥31.6 billion. France also led the premium segment; its wines commanded an average import price of ¥2,887 per liter—the highest among Japan’s top ten suppliers. The United States ranked second in average price at ¥1,470 per liter, followed by New Zealand at ¥1,196 per liter.

Industry observers say these trends reflect both economic pressures and evolving consumer preferences in Japan’s mature wine market. While overall consumption may be slightly down, there is clear evidence that Japanese buyers are prioritizing quality over quantity and are willing to absorb higher costs for premium products amid currency headwinds and global inflationary pressures.