The trade visitors at Soumah Wines (L-R): Rosemary MacDonald, Yoichiro Sakamoto, Sena Maegawa, Chiemi Kinouchi, Yusuke Yamamoto, Kenji Tsuji, Dmitri Lazariuc. Image courtesy Wine Australia

Wine Australia recently hosted an inbound visit from five Japanese on-premise professionals as part of its ongoing efforts to grow the profile of Australian wine in Japan.

The guests were the top-performing participants from the Discover Australian Wine trade campaign and promotion, achieving the highest sales results across Japan’s on-premise sector in March and again in October–November 2024. The campaign was designed to increase visibility and sales of Australian wine in key Japanese venues.

As part of their prize, the guests embarked on a tour of Sydney, Hunter Valley, Melbourne and Yarra Valley, gaining first-hand insight into the quality and diversity of Australian wine across regions, climates and wine styles.

Over the course of the visit, guests were welcomed by local wineries and regional representatives, sampling more than 50 wines from over 20 producers—many of which are currently available in the Japanese market. The experience included guided tastings and winery tours, as well as conversations with winemakers, bringing the story of Australian wine to life in a personal way.

Participants on both sides of the winery visits were highly positive about the experience.

“Japan has long been an important export market for Tyrrell’s and for the Hunter Valley more broadly. What makes these trade visits so worthwhile is the chance to deepen the cultural connection with buyers of our wine,” said Chris Tyrrell, chief executive officer at Tyrrell’s. “Having the guests in-region allows them to see and taste what makes Hunter Valley wines and our region so unique, and that’s something you can only achieve in person.”

Kenichi Tsuji from Bar a Vin Le Chateau de Chinon was first certified as an A+ Australian Wine Trade Specialist in 2012, and since then has had a number of opportunities to visit Australia.

“This time, I had the chance to visit Hunter Valley for the first time, despite it being one of the most accessible and renowned wine regions. Surprisingly, it was also my first time setting foot in Sydney, making this a truly valuable experience for me,” said Tsuji.

“Despite the challenges of a humid subtropical climate, it was impressive to see producers working hand in hand in both viticulture and winemaking to pursue high-quality wines. In particular, this visit completely changed my image of Hunter Shiraz.

“This was also my second visit to the Yarra Valley, where I found that while tradition is valued, producers are actively embracing new initiatives as well. There’s a strong culture of exchanging information and inspiring one another. Across the board, I was left with an impression of elegant acidity and pure, clean flavours in the wines.

“Going forward, I hope to continue sharing the wonders of Australian wine here in Hokuriku,” said Tsuji.

Sena Maegawa, from the Wine Salon Tabinotsure in Tokyo, was another of the five visiting wine professionals.

“I have always loved the country of Australia and its wines, but this week gave me even more confidence in those feelings,” said Maegawa. “Moving forward, I am more determined than ever to share the greatness of Australian wine with consumers with even greater passion.”

“In Hunter Valley, I felt a strong sense of “pride in Australian wine”. The producers spoke passionately about their history and the ways they work to enhance the harmony between the soil and the grape varieties, and through their words, I sensed their unwavering commitment to protecting and preserving their land. I was especially impressed by the diversity and aging potential of their Semillon, and I believe these achievements were made possible precisely because of the producers who have dedicated themselves to that land over many years.

“In Yarra Valley, I felt the “ambition of Australian wine.” The grape varieties they handle and the winemaking methods they employ are a direct reflection of their adventurous spirit. Witnessing their broad perspectives and endless possibilities, I felt that this region serves as a gateway connecting Australia with the wider world. It’s impossible not to have high hopes for a region that continues to grow in a way that’s gentle on nature. I was particularly amazed by their use of the solera system in making Savagnin.”

Paul Turale, general manager marketing, Wine Australia, said the visit was an opportunity for the guests to connect with the people and places behind the wines were selling in their home market.

“The passion and enthusiasm of our Japanese guests was matched by the warmth and generosity of our regional hosts, and we were thrilled to showcase the authenticity, quality and diversity that defines modern Australian wine,” said Turale.

Wine Australia is preparing to launch the third edition of the Discover Australian Wine campaign in Japan this October and November, which will follow the Australian Wine Japan Roadshow 2025, and aim to strengthen commercial relationships and build brand equity for Australian wine in one of its most important export markets.

“Welcoming Japanese wine trade to the Hunter Valley is a valuable opportunity — not just to showcase the quality of our Semillon and Shiraz, but to connect face-to-face and build ongoing relationships,” said Andrew Thomas, managing director and head winemaker at Thomas Wines.

“Japan is a market that appreciates craftsmanship and provenance, and that aligns well with the types of wines we produce. These visits give us the chance to share not only our wines, but also the stories behind them.”

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