Top 3 trends from ProWine Tokyo 2026
Following last week’s event, Noriko Nakamura identifies the three biggest talking points from ProWine Tokyo, which continues to fine-tune its market focus.
ProWine Tokyo 2026, held from 15 to 17 April, brought together 188 exhibitors from 23 countries and regions, reinforcing its position as a truly international trade fair. But what defined this third edition was not scale alone. More notable was the clarity of the organisers’ market focus: Japan wine, rosé and the rise of South America.
As Nao Tomita, project manager, Messe Düsseldorf Japan, made clear, the fair was not simply about exhibitor numbers, but about creating meaningful business opportunities for Japanese buyers, importers and sommeliers.
For the purpose of this article, the term Japan wine is used to denote wine made in Japan from grapes grown in Japan, as opposed to ‘Japanese Wine’, which has traditionally been used in the market to refer to wine bottled in Japan regardless of the origin of the grapes.
Japan wine
Japan wine has been a focus since the first edition of the fair. Of the 22 seminars, seven were Japan-related. Starting with Jancis Robinson MW’s recorded session, “The Current State of Japanese Wine”, the programme ranged from Japan’s first share winery to wineries involved in earthquake reconstruction, widening the discussion to quality, regional identity, distribution and regional revitalisation.
That mattered because, according to the National Tax Agency’s direct estimate, Japan wine still accounts for only 5.4% of total wine distribution in the domestic market. In a category where many producers remain small-scale, the key question this year was not how much could be sold, but how to connect the category with buyers who understand its value.
Shigeki Kida, president of Lumière winery in the Yamanashi prefecture, said that although the Japan wine booth was located at the very back of the hall and visitor traffic was modest, he felt this had ultimately worked to the benefit of the wineries exhibiting there. Those visitors who made it that far were genuinely interested, so quality of contact mattered more than volume. Kida also highlighted the strength of grape varieties unique to Japan and wines that pair extremely well with Japanese cuisine, helping to reframe Japan wine as a high-value category closely tied to food culture. Seminars on GI Nagano and Emerging Wineries suggested that Japan wine is moving into a phase where quality and story must connect with the market.
The rise of rosé
Another key focus was rosé. Messe Düsseldorf Japan’s Tomita said that one of the fair’s aims was to explore why Japan has lagged behind global rosé demand.
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Brice Eymard, CEO of the Conseil Interprofessionnel des Vins de Provence (CIVP), noted that while the image of sweet rosé still lingered and drinking culture in Japan remained centred on red, white and sparkling wine, the rosé category had clear potential if education and market understanding could be developed further.
Eric Pastorino, president of the CIVP, presented Provence rosé as a premium proposition built on quality, regional identity and environmental commitment rather than affordability.
South America
Uruguay was one of the stronger South American stories at ProWine Tokyo 2026. With 10 exhibitors in an independent pavilion, Uruguay pitched itself as a small origin competing on quality rather than volume.
Paula Vila, marketing manager at the Instituto Nacional de Vitivinicultura (INAVI), said more than 90% of Uruguay’s wineries are family-run, while Emilia Barabino of Bodega Garzón identified Japan as one of the winery’s key markets.
Yoshiro Kato, manager at importer Vinos Yamazaki, said that almost everyone who attends the consumer-facing Garzon dinner events he hosts, ends up becoming a repeat customer, indicating strong consumer engagement once people have experienced the wines. Elsewhere at ProWine Tokyo, the story was the same. In Japan, niche wines with small production but strong quality and story can be well suited to this market.
Masters of Wine
Additionally, Japan was chosen for this year’s MW Trip by the Institute of Masters of Wine, bringing around 30 Masters of Wine to the country in March 2026 to join a five-day programme, shaped with input from Japan-based Kenichi Ohashi MW. The group travelled through Tokyo, Nagano and Yamanashi to explore both Japanese wine and sake.
The visit suggested that Japan is no longer simply promoting itself overseas, but is increasingly recognised by the world’s leading professionals as an origin worth visiting in person.
Taken together, the fair made one point clear: Japan is now a wine producing country and a market worth watching closely.
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