NEWS
JAPAN: IMPORT OF BEAUJOLAIS NOUVEAU INCREASED FOR 1st TIME IN 11 YEARS
By Susan Lewis
22-11-2023
Source: InterBeaujolias
Import volume of Beaujolais Nouveau wine by Japan has increased for the first time in 11 years as the new wine started to hit the shelves of wine retailers.
The increase is due to to price falls caused by lower freight fees and the reduced impact of the COVID-19 pandemic.
Retailers and importers have beefed up marketing efforts as they expect higher demand this season.
Japan’s drinks giant Suntory said that it will import 4.5 million bottles of the wine this year, about 20 percent more than last year.
The company has lowered the price for its main product sold in 750ml bottles for the first time in 14 years, to ¥3,256 (USD22) from ¥3,850 last year.
Its lineup was expanded to six products from last year's three.
A shop inside major department store Takashimaya in Yokohama set up a section dedicated to Beaujolais Nouveau wine.
It has prepared 15 percent more bottles and twice as many brands as last year.
Staff said the price is about 6 percent lower on average, thanks to a decline in transport costs.
One store official said that people are partying more since the country came out of the pandemic. He said he hopes everyone will enjoy this year's Beaujolais Nouveau.
Producers in Beaujolais of France will release their new wine on the third Thursday in November every year ahead of any other producing regions in northern hemisphere.
Japan has long been the biggest export market for Beaujolais Nouveau wine despite that sales has been in steady decline in recent years.
The highest sales record was achieved in 2004 when 12.5 million bottles of Beaujolais Nouveau wine were sold in Japan.
(the writer can be contacted at: info@thewinechronicle.com)
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