The research was carried out among 1,011 Japanese regular wine drinkers in March 2014, 1,012 in March 2015 and 1,148 in March 2016. It also found that just over half of regular wine drinkers say they have a “strong interest” in wine in 2016, an increase from 41 percent in 2014.
Domestic wine was the most preferred country of origin, with 52 percent having consumed Japanese wine in the past six months. There was also a rise in Chilean wine consumption from 39 percent to 44 percent, pushing France into third place.
Despite the fall, France comes up top in terms of awareness. Seventy-eight percent of regular wine drinkers are aware that the country produces wine.
“The Japanese market is often overlooked in favour of China, but per capita wine consumption is significantly higher in the former at 8.7 litres per annum,” said Wine Intelligence COO Richard Halstead. “Furthermore, not only is the Japanese market still growing, but consumers are also expanding their horizons when it comes to wine, and diversifying when it comes to buying it.”