NEWS
SUNTORY, MERCIAN & MANNS’ COLLABORATED PUSH TO GROW DOMESTIC CONSUMERS
By Staff Reporter
30-10-2026
Source: Chateau Mercian
Three of Japan’s most established wine producers - Suntory, Mercian and Manns Wines - have launched a collaborative project named “Discover, Japan Wine” to attract new domestic drinkers and lift the profile of Japanese wine at home.
The initiative was unveiled at a press conference held in Marunouchi in Tokyo on 21 October, marking a rare move where competing Japanese wine houses set aside commercial rivalry to address a shared industry challenge: amid rising number of domestic wineries, the core consumer base for Japanese wine has been stagnant or shrinking in recent years.
The three partners will run the programme over a three-year roadmap built around consumer education, accessible tasting events, retail activation and unified storytelling.
Instead of pushing individual brand lines, the campaign focuses on introducing Japanese wine as a category, highlighting regional diversity, native grapes such as Koshu and Muscat Bailey A, and the distinct terroirs of Yamanashi, Nagano and other producing zones.
Manns Wines, owned by soy sauce maker Kikkoman; Mercian, part of the Kirin Group, and drinks giant Suntory each carry long histories in Japanese wine making.
Suntory’s “From Farm” range has earned international competition honours, Mercian is widely recognised for its sulphite-free wine lines, and Manns is a pioneer in premium domestic wine production.
Under the new framework, they will coordinate pop-up tastings, restaurant pairing promotions and in-store sampling to lower the barrier for casual consumers who feel unfamiliar with local wine styles.
Industry insiders note that Japanese wine has built strong overseas recognition in fine-wine circles, but penetration among younger domestic consumers remains modest.
The joint project targets a 50 percent increase in new buyers for Japanese wine over the three-year window, according to the group’s shared goals.
“The aim is simple: help more people encounter Japanese wine for the first time in a comfortable, non-intimidating way,” a joint spokesperson said at the launch.
“Japanese wine does not need to compete against imported wine; it needs more people to discover what it is.”
The campaign will first roll out public events across Tokyo, before expanding to other major Japanese cities. The partners have not announced export-focused activities under this programme, framing “Discover, Japan Wine” primarily a domestic market-building effort to nurture the category from within.
For trade buyers, the three firms will also host professional tastings to reinforce awareness among sommeliers, restaurant buyers and retail wine merchants, with an aim to improve menu placement and shelf visibility.
(the writer can be contacted at: info@thewinechronicle.com)
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