Characteristics of Wine market in Japan 1 Yumi Tanabe Wine and Wine Culture Co.,Ltd
2 Overview of the liquor industry in Japan
3 Sake CHANGE Wine
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 1975. 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 Transition in alcoholic beverage consumption (2000-2005-2010) Consumption (10,000hl) RC 2000 2010 Alcoholic Beverage 2000 2005 2010 2000 2005 CR% CR% CR% %/year 2005 2010 Japanese SAKE 992 10.7 720 8.5 589 7.6-5.1-6.2-3.9 Japanese Spirits 780 8.4 1,041 12.4 968 12.5 2.2 6.0-1.5 Beer 7,115 76.4 6,328 75.1 5,792 75.0-0.8 1.5-3.0 Whisky 120 1.3 83 1.0 94 1.2-2.4-7.1 2.7 Wine 268 2.9 256 3.0 276 3.5 0.2-0.9 1.3 Total 9,278 100.0 8,431 100.0 7,719 100.0-1.8-1.9-1.7 Source : Development Bank of Japan Inc.
6 Traditional liquor store is closing DVS and Supermarket is becoming meager alcohol supplier
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 Wine market in Japan Buying wine more at supermarkets and CVS
9 0.3l(1980) 1.0l(1990) 2.8l (2012 ) 3.3l (2013) 5.0l (20??)
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 2010 s women 1998 French Paradox 1980 s Beaujolais Nouveau 1970 OSAKA EXPO
12 Wine Consumption 3500 3000 2500 2000 1500 1000 500 0 par head(ml) 3300 2,890 2800.0 2,0402,0592,044 2100 2100 2280 1,783 1,069 924 634 308 1978 1983 1989 1992 1997 1998 1999 2000 2005 2009 2010 2011 2012 2013
Hl 13 IMPOTED WINE AND DOMESTICS 4,000,000 3,500,000 3,000,000 2,500,000 2,000,000 1,500,000 1,000,000 500,000 0 Domestic Imported Total(Hl)
14 Imported wine by Country Hl 1990 1995 1998 1999 2000 2005 2010 2011 2012 2013 France 279,130 344,160 1,033,620 537,030 520,680 537,620 471,600 504,550 600,460 566,910 Chile 2,010 3,900 275,910 64,340 85,710 750,600 213,350 241,750 315,830 364,350 Italy 33,900 107,530 455,420 225,270 251,270 216,440 248,710 282,600 347,680 332,720 Spain 8,680 24,020 102,930 56,430 47,280 71,230 136,870 158,140 246,560 234,030 USA 60,280 67,780 183,880 131,610 124,680 107,330 87,030 92,600 105,500 115,520 Australia 18,350 15,000 45,290 36,740 43,420 82,310 74,670 64,050 72,500 68,390 Germany 131,530 148,970 171,820 146,020 114,670 51,510 29,220 34,930 35,800 33,240 Argentin 620 330 43,350 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 990 700 3,110 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 8,920 8020 67450 22,530 16,960 8,400 7,570 9,600 119,000 14,080 Total (hl) 549,190 737,240 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 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 49,196,796 868 Chile 36,435,236 11,356,949 312 Italy 33,271,803 16,841,106 506 Spain 23,402,588 6,760,037 289 USA 11,552,093 8,870,023 768 Australia 6,838,955 3,187,075 466 Germany 3,323,826 1,909,653 575 Argentine 3,089,637 1,283,785 416 South Africa 2,256,077 874,345 388 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 49,196,796 868 USA 11,552,093 8,870,023 768 Germany 3,323,826 1,909,653 575 Italy 33,271,803 16,841,106 506 Australia 6,838,955 3,187,075 466 Argentine 3,089,637 1,283,785 416 South Africa 2,256,077 874,345 388 Chile 36,435,236 11,356,949 312 Spain 23,402,588 6,760,037 289
16 IMPORTED WINE MARKET
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 MARKET SHARE BY CATEGORY on Off-Premise market
19 Unique of Japanese wine market and trend How we fit with traditional cuisine?
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% 4.9 4.6 5.2 13.2 10.5 15.9 15.4 14.4 16.5 25.1 26.6 23.5 18.0 19.2 16.8 Few 13.8 15.9 11.7 Never 9.6 8.8 10.4
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 44.1 39.8 46.6 Mariage 42.0 34.7 46.1 Origin 27.6 26.9 28.0 POP 22.8 27.5 20.1 Grape variety Well known 21.1 18.0 22.9 16.2 19.5 14.4 Domestic 15.1 12.7 16.4 Etiquette design 12.5 14.7 12.2
22 Women like sparkling wine We drink sparkling wine 3 times more than 2000 Hl 2000 2005 2010 2011 2012 2013 Growth rate France 45,395 72,220 94,071 95,330 111,970 116,308 104 Spain 21,035 31,269 53,797 56,037 70,246 77,592 110 Italy 27,510 35,189 44,211 50,268 63,572 60,673 95 Australia 1,524 5,715 10,825 10,849 12,123 13,923 115 Chile 0 0 7,512 9,064 9,824 13,769 140 USA 5,474 7,980 13,682 12,182 10,833 9,951 92 Mexico 0 0 3,976 5,443 4,061 6,307 155 Germany 5,123 4,168 3,247 2,846 3,281 3,303 101 Argentina - - 1,907 1,893 2,055 3,226 157 South Africa - - 3,315 2,484 3,271 2,801 86 othres 910 1,576 1,398 1,657 1,934 1,889 98 total 106,971 158,118 237,941 248,054 293,170 309,742 106
23 Image of heath and alcohol drink Healthy alcoholic beverage 65% 32% 23%
24 Wine and health Japanese are keen for health and start to drink wine. 1998~1999 French paradox
25 Beaujolais nouveau 2004, we imported over 1million cases of Beaujolais Nouveau
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 Women like wine education The wine expert title by Japan sommelier association wine expert 38% 62% Women Men
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 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 Danke 감사합니다 Thank you