Europe is the foremost exporter of liquor and wine worldwide, and the Japanese liquor market is one of the biggest in the world with annual sales estimated at over 6 trillion yen.  However, imports of foreign alcohol comprise a mere 6% of the total Japanese liquor market, include beer and beer-like products. The principal reasons for this are that while the Japanese government has reduced taxes on liquor, Japan still has a lot of work to do in terms of applying international standards for product definitions and in eliminating non-tariff barriers to market access.

European Business Council in Japan, The Fourth Arrow: the EBC Report on the Japanese Business Environment, 2013

Alcohol in Japan is influenced by a number of social and economic factors. One factor is the resurgence in popularity of traditional alcohol and another is the fact that Japan is characterised by geographical differences in the type of beverages consumed.

  • Beer
    • Fair Competition Regulations
  • Ready-to-Drink (RTD) Beverages
  • Spirits and Liquors
    • Shochu
    • Whisky
    • Sake
  • Wine
  • Self-regulations in the Alcohol Beverage Industry
  • Tariffs and Taxes
  • EU Countries PR Campaigns in Japan
  • Expert Reports
  • Annual Report
  • Further Reading
  • Relevant Organisations and Trade Fairs