Japan’s wine imports rose in volume as prices fell

Japan’s wine imports fell in value but rose in volume in the first quarter of 2026, according to Japanese customs data analyzed by Spain’s wine interprofessional group, OIVE, as lower average prices offset stronger shipments. From January through March, Japan imported 323.4 million euros worth of wine, down 4.3% from the same period a year earlier, while volume climbed 6.2% to 55.8 million liters. That pushed the average import price down 9.9% to 5.80 euros per liter.

The decline in value came even as Japanese buyers brought in more packaged wine, including sparkling wine, bottled wine and bag-in-box formats. Imports in that category totaled 315.5 million euros, down 4.2%, while volume rose 7.1% to 47.6 million liters. The average price for packaged wine dropped 10.5% to 6.63 euros per liter.

Bulk wine showed a similar pattern. Japan imported 7.9 million euros worth of bulk wine in the quarter, down 10.6%, while volume edged up 1% to 8.2 million liters. The average price fell 11.4% to 0.97 euros per liter.

France remained Japan’s largest supplier by value, with exports worth 180 million euros in the quarter, down 5.1% from a year earlier. Italy ranked second at 44 million euros, up 21.98%. By volume, Chile led with 16.4 million liters, down 6.4%, followed by Italy with 10.5 million liters, up 33.1%, and France with 10.2 million liters, down 4%.

Spain held fifth place among suppliers of packaged wine by value, with exports worth 20.9 million euros, down 2.7%, and fifth place by volume at 8.8 million liters, up 15.3%. In bulk wine, Spain ranked third by both value and volume, with exports of 0.87 million euros and 0.99 million liters.

Within packaged wine, bag-in-box stood out as the fastest-growing segment in Japan during the quarter, with imports rising 18.9% in value and 28.9% in volume, even as prices fell across the broader market.

The figures point to a Japanese market that is still buying more wine by quantity but at lower prices, a shift that has favored suppliers able to compete on volume while putting pressure on overall import values.