The Canary Islands government, in collaboration with the archipelago's vibrant wine sector, has launched an ambitious trade mission to Japan. The main objective is to strengthen trade relations and expand exports of its unique Protected Designation of Origin (PDO) wines to the Asian market, considered a key alternative to the United States' tariff policy.
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A Canary Islands delegation, headed by the Minister of Agriculture, Livestock, Fisheries and Food Sovereignty, Narvay Quintero, together with technicians from Proexca, the ICCA, GMR Canarias and representatives of various DOP and wineries, participated in a busy schedule of meetings. The day was the epicenter of the mission, bringing together more than 70 Japanese importers, distributors, specialized journalists, and influencers for a seminar and networking session.
Councillor Quintero stressed the importance of this initiative, calling it "one more step in the strategy of promotion and support for foreign marketing of our primary products." The search for alternative markets has become crucial after the announcement of tariffs by the United States, a destination that absorbed almost a third of the Canarian wine exportsJapan is emerging as a promising market, where a dozen Canary Islands wineries already market their wines and around thirty more have expressed interest.
"The Japanese market values differentiation, origin, and authenticity, which represents an unparalleled advantage for our native varieties and Canarian products with PDOs, such as our signature wines with unique personalities," Quintero added. Japanese consumers, especially those with high purchasing power, seek quality products with a history.
During the event, presentations were given by experts such as Yoshiko Akehi, journalist and president of Akehi Co. Ltd., and Chisako Morimoto, a professor at the Academie du Vin, who detailed the specifics of the Japanese market and the opportunities for Canarian wines. Representatives from the Canary Islands' PDOs and wineries also had the opportunity to offer tastings and interact directly with industry stakeholders.
The Uniqueness of Canarian Wine
In his welcome speech, Narvay Quintero He highlighted the work of Canarian winegrowers, "who are the architects of the Canary Islands' preservation of a unique varietal heritage safe from phylloxera." This uniqueness, combined with the volcanic soils and privileged climatic conditions, gives rise to a "heroic, high-quality, diverse, and unique viticulture," which has led to the creation of eleven Protected Designations of Origin in the archipelago.
The coverage of the event was amplified thanks to the presence of specialized media such as Japan Food Journal and renowned social media influencers, who shared the experience using hashtags such as #CanaryWines, #VolcanicWines, #DiscoverCanaryWines, and #CanariasWines, broadening the scope of the mission.
The delegation's agenda includes visits to gourmet establishments, supermarkets, and wholesalers in Tokyo to analyze the marketing channels and positioning of Spanish wines, gathering valuable information for future export strategies.
Overview of the Canary Islands Wine Sector and the Japanese Market
With more than 8.000 hectares dedicated to grape cultivation, the wine sector is the second most important in the Canary Islands, surpassed only by bananas. In 2023, wine grape production ranged between 13.000 and 16.000 tons, resulting in approximately 11 million liters of wine, 60% white and 40% red and rosé. That same year, Canarian wine exports reached 321.000 liters, representing United States the main destination with 32%. In addition to the US, Canarian wines are exported to countries such as Canada, Belgium, Norway and Sweden, being especially valued in the gourmet segment.
Japan, although not a country with a winemaking tradition, has seen wine consumption grow to become the second most consumed alcoholic beverage after beer. In 2023, Japanese wine imports amounted to 232.870.000 liters. Spain ranked fourth in sales volume, with more than 18 million liters, and stood out as the second-largest exporter of organic wines. The Japanese consumer profile includes a growing number of women aged 40 to 60 and young people interested in healthy and organic products. The Horeca channel (hotels, restaurants, and cafes) is the main distributor, accounting for 41% of sales. Demand for premium wines in Japan is experiencing rapid growth, especially in this channel.
