Competitive Landscape
Rising Market Concentration Is Led by Suntory Spirits Ltd in 2025
The wine landscape in 2025 was moderately concentrated, with Suntory Spirits Ltd extending its lead and increasing total volume share to 12%. This marks a significant rise from 11% in 2023 and less than 1% in 2020, reflecting rapid gains in recent years.
Competitive Advantage through Innovation and Premiumisation
Asahi Shuzo recorded strong, double-digit growth in 2025, with the Dassai brand benefiting from clear tiering by rice-polishing ratio and a consistent flavour profile that resonates strongly with consumers. More broadly, the most notable product developments in 2025 came from health-oriented innovation and clearer premium positioning, particularly from Suntory Spirits Ltd and Asahi Shuzo.
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Overview:
Understand the latest market trends and future growth opportunities for the Wine industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Wine industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Wine in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Wine in Japan?
- Where is consumer demand for Wine focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Japan?
- How are products distributed in Japan?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- Where is future growth expected to be most dynamic?
Wine in Japan - Category analysis
Key Data Insights
Wine Summary
Total Volume Declines Amid Economic Pressures and Shifting Consumer Preferences
Non-Grape Wine Leads Volume While Non-Alcoholic Wine Grows Modestly Due to Shifting Consumption Habits
Players Launch Smaller Pack Sizes to Sustain Demand among Cost-Conscious Consumers
Volume Decline Will Be Driven by Weaker Social Drinking Occasions, and Contraction in Beaujolais Nouveau Sales
Sake’S Ageing Demographic Is Set to Drive a Decline as Younger Consumers of Legal Drinking Age Moderate
Players Will Invest in Non-Alcoholic Wine as Health Awareness Continues to Rise
Rising Market Concentration Is Led by Suntory Spirits Ltd in 2025
Competitive Advantage through Innovation and Premiumisation
Supermarkets Remain the Leading Wine Retail Channel While Adapting to Changing Consumer Preferences
Specialist E-Commerce and Social Media Direct Sales Attract Younger Consumers of Legal Drinking Age
Kiku-Masamune Launches Sake in Smaller Pack Sizes to Attract Cost-Conscious Consumers
Takara Shuzo and Sakeai Respond to Moderation Trends with Low-Alcohol and Craft Innovation
Declining Sake Volumes Drive Craft Innovation and Regulatory-Enabled Product Diversification
Alcoholic Drinks in Japan - Industry Overview
2025 Developments
Key Data Insights
Consumers’ Cost-Saving Behaviour Slows Alcoholic Drinks Growth Amid Inflation
Rtds Lead Growth with Premium Innovation While Total Beer Volume of Beer Contracts
Market Polarisation Drives Both Value and Affordability Strategies in Alcoholic Drinks
Demographic Change, Premiumisation and Tax Reform Will Shape Japan's Alcoholic Drinks Market
Rtds Will Capture Growth Momentum While Beer Volume Contracts Amid Tax Shifts
Companies Will Leverage Tax Changes and Health Trends to Reshape Portfolios and Channels
Suntory Spirits’ Retains Its Lead through Innovation and Portfolio Strength
Innovation and Supply Resilience Create Growth Opportunities in Japan’S Alcoholic Drinks Market
Supermarkets and Convenience Stores Lead Physical Retail with Strategic Innovation
Retail E-Commerce Grows Cautiously, Driven by Niche Products and Younger Consumers
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink-Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Polarisation between Value and Premium Segments Fuels Product Innovation
Shrinkflation and Pack-Size Innovation Drive Affordability
The Impact of Downsizing and Premiumization on Japan’S Alcoholic Drinks Market
Country Reports Disclaimer
The following categories and subcategories are included:
Wine
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- Port
- Sherry
- Vermouth
- Other Fortified Wine
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- Apple Wine
- Bokbunjaju
- Cheongju
- Chinese Wine
- Economy Rice Wine
- Fortified Fruit Wine
- Fruit and Berry Wine
- Fruit and Herbal Wine
- Fruit and Honey based Wine
- Fruit Wine
- Lower Mid-Range Rice Wine
- Non-Grape Dessert Wine
- Premium Rice Wine
- Sake
- Takju
- Upper Mid-Range Rice Wine
- Yakju
- Yellow Wine
- Other Non-Grape Wine
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- Champagne
- Other Sparkling Wine
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- Still Red Wine
- Still Rosé Wine
- Still White Wine
- Non Alcoholic Wine
Wine
This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Wine research and analysis database.
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