JAPANESE NEW WINES SET TO SQUEEZE BEAUJOLAIS NOUVEAU’S MARKET IN JAPAN
By Siulan Law Mathews DipWSET
Source: Chateau Mercian/Instagram
Japanese wine producers and retailers have been actively marketing Japan’s domestic nouveau wines ahead of Beaujolais Nouveau’s release on Thursday 17 November.
Retail prices of Beaujolais Nouveau are predicted to increase by up to 120 percent this year due to the disruptions in the global supply chain, high inflation and the historic depreciation of the Japanese Yen.
One of Beaujolais Nouveau's importers in Japan, Mercian Corp, has suggested a retail price of ¥4,310 (USD31) for the Beaujolais Nouveau wines it imports, doubling last year’s ¥2,120.
Instead of gearing up for promotion of Beaujolais Nouveau as in past years, Mercian has stepped up marketing of Japan’s own nouveau wines instead.
The company released Japan made Koshu & Chardonnay 2022 early this month, at a suggested retail price of ¥2,900, which is 33 percent cheaper than the expected price of a Beaujolais Nouveau 2022.
Mercian has expanded distribution of the Japanese nouveau wine to the whole country and increased production by about 200 percent to 16,000 bottles.
“Beaujolais is transported by air, but this year there is a detour because you can’t fly over Russia,” a Mercian spokesperson told Yomiuri Shimbun. “Additionally, historic depreciation of the yen has pushed up import prices.”
Another importer of Beaujolais Nouveau wines, Suntory Holdings, predicted in July that the retail price for this year’s Beaujolais new wine will likely be 40 percent to 120 percent higher than last year.
Suntory released two Japanese nouveau wines early this month, they are Koshu 2022 and Muscat Bailey A Rose 2022, both with a suggested retail price of ¥2,002. The company has reportedly increased shipment volume to 9,000 cases, doubling last year’s volume.
Wineries and retailers across the country have also set out to promote Japan nouveau wines.
Aeon Retail Co. plans to sell 18,000 bottles of Yamanashi Nouveau, or 10 percent more than last year.
Another retailers Life Corp. has also increased the number of Japanese nouveau wines it offers from only two last year to 10 this year.
“Japanese wineries have greatly improved their winemaking techniques, and are now highly regarded overseas. Nouveau wines express the direction of these wineries. I want many people to enjoy the taste of freshly made wine,” said wine journalist Motoko Ishii, who is an adviser to the Japan Wineries Association.
Japan has long been Beaujolais Nouveau’s biggest export market, popularity has dipped significantly in recent years and is predicted to wane even more this year.
(the writer can be contacted at: email@example.com)
ALL RIGHTS RESERVED
**IF YOU THINK THE WINE CHRONICLE IS WORTH SUPPORTING, PLEASE MAKE A DONATION TO HELP US IMPROVE AND CONTINUE OUR WORK**
TRENDING│ FOCUS│ MISSION│ ABOUT US│ CONTACT