01The Drinks Business·
Do global awards actually drive Japanese wine sales?
- Approximately 70% of Japan's 400+ wineries are family-owned, often too busy with daily operations to pursue exports or global awards.
- In 2024, Suntory From Farm Tomi Koshu 2022 won 'Best in Show' at Decanter World Wide Awards, the highest accolade.
- Repeat international award winners are typically larger producers like Château Mercian, Grace Wine, and Katsunuma Jyozo, not small family wineries.
- Katsunuma Jyozo's 2003-2004 Vinalies Internationales medals led to an export deal with Bernard Magrez Group, expanding into European markets.
- Château Mercian executive credits restaurant placements and high-profile events like the 2016 G7 Summit, not awards alone, as key to overseas success.