On Wednesday, November 11, 2026, in Tokyo, Slow Wine and I Vini del Piemonte promotion consortium will join forces once again for the 10th edition of the Japanese leg of the Slow Wine Tour Asia.
On Wednesday, November 11, 2026, Slow Wine and I Vini del Piemonte consortium are teaming up once again for the 2026 Asian promotional tour. The event will showcase the very best of Italian winemaking, with a special spotlight on Piedmont’s finest labels.
The 10th edition of this event will be held at the prestigious The Strings Omotesandoh in Tokyo, and it’s strictly reserved for trade professionals.
As a quick reminder of our partnership: the producers part of the I Vini del Piemonte consortium are welcome to join the tour, even if they aren’t featured in the Slow Wine guide.
PROGRAM (to be defined)
Walk-around tasting for a select group of trade professionals
Masterclasses on Italian wines, including a dedicated session for consortium members hosted by a world-class speaker
WHY JAPAN?
Japan remains a market of vital strategic importance for quality wines. It currently ranks as the world’s sixth-largest wine importer, further supported by the EU-Japan Economic Partnership Agreement, which has eliminated most tariffs and non-tariff barriers.
While recent 2025 data points to a market adjustment in volumes (partly due to the weakness of the yen) this should not be seen as a deterrent. Instead, it highlights the path forward: success in Japan today lies in focusing on identity and premium positioning. By avoiding price-based competition, producers can effectively reach a highly sophisticated consumer base that remains resilient to currency fluctuations.
The absolute dominance of red wine: According to Wine Intelligence, red wine is the most popular alcoholic beverage in Japan (chosen by 91% of consumers), significantly outperforming beer (86%) and white wine (77%)—a structural advantage that clearly plays into the hands of Piedmontese producers.
The prestige of Barolo: The reputation of our region’s flagship wines is already firmly established, with Barolo standing out as the second most represented denomination across all wine store listings in Japan.
The importance of terroir and identity: Japanese consumers are remarkably knowledgeable and discerning. They aren’t looking for just any drink; they consider it a fundamental requirement that a wine authentically reflects its origin and unique regional characteristics.
Dining habits (Targeting the 35+ demographic): Consumers over the age of 35 are the primary target for premium wines. They are most likely to enjoy wine in a restaurant setting, typically choosing it for business dinners or social gatherings.
Quality perception and packaging: The older generation still maintains a strong psychological association between traditional natural cork and high-quality wine. Conversely, consumers under 35 are much more open-minded and have no reservations about alternative closures, such as screw caps.
Emerging interest in sparkling wines: Sparkling wine has recently gained significant popularity, particularly among women, opening up new consumption occasions and fresh market entry opportunities.
Currency impact and volume trends (2025 Data): Due to the persistent weakening of the yen against the euro, European imports have seen a general decline in volume (-6%) and value (-5.6%). This suggests that Piedmontese producers should avoid a volume-driven strategy and instead focus on consolidating brand value and perceived quality—segments that have historically proven more resilient to currency volatility.
A winning investment strategy: Japan’s high-spending niche is loyal and far more inflation-resistant than the mass market. Telling your winery’s story well and focusing on specialized wine shops and fine dining (Ho.Re.Ca.) remains the surest path to stable, long-term returns.
