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Bourgogne wines are still a major player in the Japanese market

17/04/2024

In 2023, Japan lost its position as the world's third-largest economy to Germany. This decline can be explained by a number of factors, such as the fall in the Japanese currency. In particular, it is linked to a demographic decline: the country's population fell by almost a million inhabitants to 125.1 million (2022).

However, the country's growing interest in wine is giving cause for optimism, as the number of regular consumers grew (+5% between 2021 and 2023), fueled by men and the young urban generation.

In terms of sales, Bourgogne was the AOC still wine region with the highest growth in 2023 (+1.86 million euros). In Japan, Bourgogne has a long-standing reputation as a region whose culture, taste and values resonate strongly with the Japanese. Yet professionals in Bourgogne perceive a generational shift that is leading them to increasingly target the under-50s with wines that are more affordable in terms of taste and quality. As a result, the majority of wines shipped are Bourgogne Régionale AOCs and Chablis wines.
In 2023, Bourgogne white wines represented 44.5% of the volume of French AOC wines of this color exported to this country, and 68% of their sales.

• Bourgogne wines set new sales record

In 2023, Bourgogne attracted ever more Japanese consumers to its best-valued Régionale appellations, which explains the stabilization of its sales:

• Sales: up 1.4% compared to 2022 (up 19.1% compared to the 5-year average)
• Export volumes: down 11.4% compared to 2022

• Régionale appellations clearly dominate the Japanese market

Japan is a historic and mature market, importing all categories of Bourgogne wine appellations, although white wines dominate by volume and are approaching the level of red wine sales with each passing year.

Economic report written by the Markets and Development Unit - BIVB - April 2024 (Sources: Customs DEB & EMEBI + DAU - Wine Intelligence - BIVB)

Contact:
Cécile Mathiaud – Head of PR at the BIVB Phone: +33 (0)6 08 56 85 56 – cecile.mathiaud@bivb.com