Characteristics of Wine market in Japan. Yumi Tanabe Wine and Wine Culture Co.,Ltd

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1 Characteristics of Wine market in Japan 1 Yumi Tanabe Wine and Wine Culture Co.,Ltd

2 2 Overview of the liquor industry in Japan

3 3 Sake CHANGE Wine

4 4 Consumption of alcoholic beverages by Volume Peak of alcoholic beverages (by volume terms) was in 1999, and now it is reduced to 87 %. Japanese SAKE is reduced to one- third compared by Wine consumption extends 20-30% in last 20 years. Total volume of alcoholic beverages is 8640,000,000hl Total wine is 3,328,750hl and 3.9% of total alcoholic beverages

5 5 Transition in alcoholic beverage consumption ( ) Consumption (10,000hl) RC Alcoholic Beverage CR% CR% CR% %/year Japanese SAKE Japanese Spirits , Beer 7, , , Whisky Wine Total 9, , , Source : Development Bank of Japan Inc.

6 6 Traditional liquor store is closing DVS and Supermarket is becoming meager alcohol supplier

7 7 Wine and Liquor business In Japan We need a Liquor-license for Off-sales. After the deregulation of liquor-license in 2003 and it is easy to obtain the license. By the condition, there are 120,000 and more liquor-license compare with before, there was about 100,000 licenses. Traditional liquor store CVS and Supermarket to get the licenses. Total sales of all alcohol beverage is 5,095,800,000,000 yen (2012) Total sales of wine is 398,500,000,000 yen (8% of total alcohol)

8 8 Wine market in Japan Buying wine more at supermarkets and CVS

9 9 0.3l(1980) 1.0l(1990) 2.8l (2012 ) 3.3l (2013) 5.0l (20??)

10 10 Japan s wine market Key figures Wine consumption(about) 2.3l (2011) 2.8l (2012 ) 3.3l(2013) 70% red wine and 30% white, few of róse Sales price range less than 1000yen--- more than50%, less than 1500yen---about 80%. Sales Volume Domestic wine)--- about 1,050,000hl ( Inclosing Japanese bottled wine from bulk wine ) Imported wine ----2,498,790hl

11 s women 1998 French Paradox 1980 s Beaujolais Nouveau 1970 OSAKA EXPO

12 12 Wine Consumption par head(ml) , ,0402,0592, ,783 1,

13 Hl 13 IMPOTED WINE AND DOMESTICS 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000, ,000 0 Domestic Imported Total(Hl)

14 14 Imported wine by Country Hl France 279, ,160 1,033, , , , , , , ,910 Chile 2,010 3, ,910 64,340 85, , , , , ,350 Italy 33, , , , , , , , , ,720 Spain 8,680 24, ,930 56,430 47,280 71, , , , ,030 USA 60,280 67, , , , ,330 87,030 92, , ,520 Australia 18,350 15,000 45,290 36,740 43,420 82,310 74,670 64,050 72,500 68,390 Germany 131, , , , ,670 51,510 29,220 34,930 35,800 33,240 Argentin ,350 10,530 8,730 9,280 24,390 24,900 32,330 30,900 South Africa 410 3,180 23,150 12,000 14,400 12,270 27,210 16,200 24,230 22,560 NZ ,110 3,350 3,980 4,040 7,430 7,830 11,180 11,170 Portugal 14,090 13,630 14,850 6,740 4,270 3,490 5,580 6,400 7,280 7,810 others 8, ,530 16,960 8,400 7,570 9, ,000 14,080 Total (hl) 549, ,240 2,425,000 1,252,590 1,236,050 1,181,100 1,335,160 1,143,550 1,811,250 1,801,680 source : Minister of Finance Japan only bottled wines under 2 litles

15 15 Chile become to be the second largest by volume By Volume 2013 Total volume Total value CIF/l (l) (1,000yen) (yen) France 56,691,249 49,196, Chile 36,435,236 11,356, Italy 33,271,803 16,841, Spain 23,402,588 6,760, USA 11,552,093 8,870, Australia 6,838,955 3,187, Germany 3,323,826 1,909, Argentine 3,089,637 1,283, South Africa 2,256, , NZ 1,117,376 1,137,742 1,018 By CIF 2013 Total volume Total value CIF/l (l) (1,000yen) (yen) NZ 1,117,376 1,137,742 1,018 France 56,691,249 49,196, USA 11,552,093 8,870, Germany 3,323,826 1,909, Italy 33,271,803 16,841, Australia 6,838,955 3,187, Argentine 3,089,637 1,283, South Africa 2,256, , Chile 36,435,236 11,356, Spain 23,402,588 6,760,

16 16 IMPORTED WINE MARKET

17 17 Market share Market share(%) On-promise sales shop 31,2 Liquor shops 9.6 Depertment store 2.6 Supermarket 32.8 Discout shop 13.5 CVS(convenience store) 6.2 Others (e-sotre) 4.2 total 100

18 18 MARKET SHARE BY CATEGORY on Off-Premise market

19 19 Unique of Japanese wine market and trend How we fit with traditional cuisine?

20 20 Women drink wine more than men Questionnaire by Asahi beer Frequency drinking wine Nearly Every day 2~3 times par week Once a week 1~2 times par month 1~2 times par year Total % Men % Women% Few Never

21 21 Key factor to select We drink wine with meat than fish. We drink red wine more than white. The reason to select the wine for home consanption Total % Men % Women% Taste Mariage Origin POP Grape variety Well known Domestic Etiquette design

22 22 Women like sparkling wine We drink sparkling wine 3 times more than 2000 Hl Growth rate France 45,395 72,220 94,071 95, , , Spain 21,035 31,269 53,797 56,037 70,246 77, Italy 27,510 35,189 44,211 50,268 63,572 60, Australia 1,524 5,715 10,825 10,849 12,123 13, Chile 0 0 7,512 9,064 9,824 13, USA 5,474 7,980 13,682 12,182 10,833 9, Mexico 0 0 3,976 5,443 4,061 6, Germany 5,123 4,168 3,247 2,846 3,281 3, Argentina - - 1,907 1,893 2,055 3, South Africa - - 3,315 2,484 3,271 2, othres 910 1,576 1,398 1,657 1,934 1, total 106, , , , , ,

23 23 Image of heath and alcohol drink Healthy alcoholic beverage 65% 32% 23%

24 24 Wine and health Japanese are keen for health and start to drink wine. 1998~1999 French paradox

25 25 Beaujolais nouveau 2004, we imported over 1million cases of Beaujolais Nouveau

26 26 Wine made of Japanese growing grapes All alcoholic beverages a controlled by National Tax Agency of Minister of finance Japan. Grape grown in Japan Domestic wine Imported Bulk wine Imported concentrate juice Real Japanese wine are Less than 15% of domestic wine

27 27 Women like wine education The wine expert title by Japan sommelier association wine expert 38% 62% Women Men

28 28 Women like education about wine CHEAP AND GOOD Less than 1000YEN REASONABLE AND GOOD 1500 to 4000YEN REASONABLE AND GREAT REASONABLE PREMIAM Over 4000YEN EDUCATION AND INFORMATION WINE AND DINE RESTAURANT BUSINESS HOME CONSANPTION

29 29 SAKURA JAPAN WOMEN S WINE AWARD The first international wine competition by only Japanese women WOMEN FINE WINE Love food and eat out Love tourisms and enjoy something new Total of 240 women wine specialist awarded 736 from 1922 entries. 96 Double Gold Awards Love study about wine more Love fashionable life style 249 Gold Awards 391 Silver Awards Target price zone 1500yen to 4000yen

30 30 Danke 감사합니다 Thank you