Case Study: Marketing of Wine in Japan
Marketers play an important role in Japanese wine market, over the years they introduced and "produce" boom for different kinds of wines.
Comparing HK, alcoholic consumption per capita is 3.3L, while Japan has a smaller number of 2.4L. However, the consumption composition is different.
Japan doubled its consumption in 20 years. The boom was in the 70s, same period of time as her economic boom. Osaka World expo 1970 also played an important role in bridging the outside world and Japan.
Comparing HK, French and Australian wines are the most consumed, while the old world wines are more popular like Italian and French in Japan. American wines also have a significant share.
2 booms in Japan,
1. Beaujolais nouveau - it is a big market in Japan. Marketers make use of festive-like characteristic to market this nouveau in every Oct to Nov.
2. Sparkling wine is experiencing a boom in recent years. In Japan, wine consumers are mainly females, marketers hence put effort to this sector. (while male consumer consumes Sake , Happo-shu 發泡酒 [a cheaper version of beer])
Articles under this topics:
Wine marketing 1
Wine marketing 2
Wine marketing 3
Marketers play an important role in Japanese wine market, over the years they introduced and "produce" boom for different kinds of wines.
Comparing HK, alcoholic consumption per capita is 3.3L, while Japan has a smaller number of 2.4L. However, the consumption composition is different.
Japan doubled its consumption in 20 years. The boom was in the 70s, same period of time as her economic boom. Osaka World expo 1970 also played an important role in bridging the outside world and Japan.
Comparing HK, French and Australian wines are the most consumed, while the old world wines are more popular like Italian and French in Japan. American wines also have a significant share.
2 booms in Japan,
1. Beaujolais nouveau - it is a big market in Japan. Marketers make use of festive-like characteristic to market this nouveau in every Oct to Nov.
2. Sparkling wine is experiencing a boom in recent years. In Japan, wine consumers are mainly females, marketers hence put effort to this sector. (while male consumer consumes Sake , Happo-shu 發泡酒 [a cheaper version of beer])
Articles under this topics:
Wine marketing 1
Wine marketing 2
Wine marketing 3
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