Over the past six days, Australia’s wine sector has made two significant steps towards improving already-strong trade relations with Japan.
First, Wine Australia has successfully hosted five Japanese on-premise professionals as part of its ongoing efforts to grow the profile of Australian wine in the market.
Second, the South Australian state government secured a promotional partnership with Rakuten, Japan’s largest e-commerce site with more than 100 million users and 1.4 billion members.
Taking place from April to October in alignment with the World Expo 2025 Osaka, the Tasting South Australia campaign on Rakuten will feature more than 400 South Australian food, wine and beverage products, building on the success of prior 2023 and 2024 campaigns which generated approximately $600,000 and $700,000 respectively.
“By leveraging platforms like Rakuten, we’re not only boosting sales of South Australian products but we’re also building the broader reputation of SA’s produce in Japan,” said Joe Szakacs, South Australia’s Minister for Trade and Investment.
“This latest campaign is strategically timed to make the most of the World Expo, which will draw the attention of millions of people and runs until October this year.”
Rakuten’s Tasting South Australia page can be viewed here
Around the same time, Wine Australia hosted five Japanese on-premise professionals as part of its ongoing efforts to grow the profile of Australian wine in Japan.
Each selected after achieving the highest sales results during the Discover Australian Wine trade campaign in late 2024, 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.
“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 for Wine Australia.
“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.”
Rosemary MacDonald (far left) and Adrian Filiuta MS (centre) with the five Japanese guests: Kenji Tsuji, Chiemi Kinouchi, Sena Maegawa, Yusuke Yamamoto, Yoichiro Sakamoto (L-R)
One of the five Japanese on-premise professions was Chiemi Kinouchi, who was returning to Australia with a strong personal connection. “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,” said the owner of Asahiya in Takamatsu. “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.”
Describing her own experience, Sena Maegawa of Tokyo venue Wine Salon Tabinotsure noted distinct differences between the Hunter Valley and Yarra Valley wine regions.
“In Hunter Valley, I felt a strong sense of ‘pride in Australian wine’ … I was especially impressed by the diversity and aging potential of their Semillon,” she said.
“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.”
One of the participating wineries was Tyrrell’s in the Hunter Valley. CEO Chris Tyrrell said, “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.”
The trade visit also included a stop at Thomas Wines, a short drive from Tyrrell’s. “Japan is a market that appreciates craftsmanship and provenance, and that aligns well with the types of wines we produce,” said Managing Director and Head Winemaker Andrew Thomas. “These visits give us the chance to share not only our wines, but also the stories behind them.”
Rosemary MacDonald, Andrew Margen, Andrew Thomas with the five Japanese guests at éRemo Restaurant in Pokolbin
The trade visit follows on from a year of strong engagement with the Japanese market, which also includes the Australian Wine Japan Roadshow in April this year.