NEWS
KIRIN HOLDINGS WILL DROP BEAUJOLAIS NOUVEAU CAMPAIGN THIS AUTUMN
By Susan Lewis
15-7-2025
Source: Inter-Beaujolais
Japan’s beer giant and leading wine importer Kirin Holdings will halt sales of Beaujolais Nouveau in Japan this autumn.
The company said it made the decision on rising freight costs and the shifting preferences of wine drinkers in Japan.
"We imagine that the way our customers choose and enjoy their wine will continue to diversify with time,” The Japan Times quoted the company’s spokesperson as saying.
Another leading importer Suntory will continue the sale of the wine this year.
Beaujolais Nouveau has clung on to popularity in Japan, even after its global boom in the 1980s waned.
As recent as 2021, Japan was its largest export market, accounting for around 3.6 million bottles — more than twice that of the next-biggest market, the USA.
As the weather cools and Nouveau season begins, importers such as Suntory’s spirits unit and Vinos Yamazaki still hold tasting events.
One hot spring resort in the holiday town of Hakone even offers an annual opportunity to bathe in the wine from eastern France.
But imports have been declining in recent years.
According to estimates by Suntory Holdings, total Beaujolais imports in 2024 fell far below the recent peak of 2004, when Japan took in over 12 million bottles.
In 2024, Asahi narrowed its Beaujolais Nouveau sales to be offered only through an upmarket subsidiary, Enoteca.
Kirin will continue some sales of Beaujolais Nouveau through a group company.
(the writer can be contacted at: info@thewinechronicle.com)
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