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The Global World of Wine:Japan

The Global World of Wine:Japan

Sara MaxwellChristopher PrattSev SamaniegoAshish Shah

Japan

• Population: 128 million78% urban

• Economy:#2 worldwideafter the USA

• Climate:Nearly 50 inches of rain a year; hot, humid summers

• 1877: First wine produced −Yamanashi

prefecture, about200km west ofTokyo

−Unsuitable for rice growing – but grapes grow well

History of the Japanese wine industry

Country Middle East

Variety

Weight

Colour  : Green and black

Weight of Bunch : 500 gms

Fruits preferably straight

Packing 2 Kg

Storage 13-14 °C

Transport By airways

Grape colour(white)

GREEN

Sultana/Kishmish

AMBER

Sultana/Kishmish

YELLOW

Sultana/Kishmish

Grape colour(red)

PIENK

Crimson Seedless

RED

Crimson Seedless

DARK RED

Crimson Seedless

Grape colour(black)

AUTUMN ROYAL

MIDNIGHT BEAUTY

Local market versus Export market• What are the differences??

• Why should we think differently about the two?−Time between harvest and selling in local

market is 1-2 days−Time between harvest and selling in

export market is 7-30 days

• FRESHNESS or SHELF LIFE or KEEPING QUALITY

MIND SET FOR EXPORT• What are the main challenges we face to

increase the shelf life of the grapes?

• TWO MAIN CHALLENGES−Decrease temperature as fast as possible

after picking−Maintain humidity as high as possible as

soon as possible after picking

• Large commercial exportation in USA, SA, Chile, Australia−Storage at 0-1 degree Celsius after fast cooling−90-98% Relative Humidity

Modern packing facilities

-cooling

-hygiene

-handling

Modern cooling and transport facilities

Importance of temperature

Maintaining the cold chain

Maintaining the cold chain

Correct way of handling fruit

Support cluster at bottom

Single layer of fruit in picking box

Soft material in bottom to prevent bruising

Transport grapes from thefield to pack house as

quickly as possible

Packaging procedures

SO2 pad

Types of packaging

Paper bags

Panets

Sponge (loose)

Loose

Plastic carry bags

Strength of boxes to prevent pressureon clusters below

Wine production statistics• Harvest: 27,000 tonnes per year

−This is 1/10th the size of the table grape harvest

• Geographical distribution:−Wine is now grown and made in nearly

every prefecture in Japan−There are approximately 120 wineries in

Japan

The Japanese wine industry today• Major companies:

− Château Mercian -36.4% market share

− Suntory [Iwanohara, Tomi no oka, Freixenet, Penfolds, Gallo, etc.] – 12.6% market share

− Sapporo [Polaire, Ureshii, Beringer, yellow tail] – 21.4% market share

− Kikkoman [Manns Wines] – 14.8% market share

− Asahi Breweries [Ste. Neige, Delicato, Rosemount, Piper-Heidsieck, etc.] – 11.3% market share

Wine production techniques• Domestic:

−White wines usually vinified in stainless steel

−Oak does not go well with native grapes−Some producers experimenting with

extended lees contact for Koshu

• Imported grape must:−Most domestically produced wine is

made from imported grape concentrate or juice

Wine consumption in Japan• Consumption:

− Average consumption is about 2.5 liters per capita per year – compared to 11.2 liters per capita in the USA

− The majority of Japanese do not drink wine at all− Wine consumption has doubled since 1994− Wine accounts for 6.1% of all expenditures on

alcoholic beverages

• Taste preferences: − Tastes tend towards sweeter wines, but this is

changing− 60% red, 38% white, 2% pink− Pink wines failed to catch on with consumers; market

share has fallen drastically over the last ten years