Messe Düsseldorf Japan will stage ProWine Tokyo 2026, Japan’s sole and largest trade fair dedicated to the wine and spirits industry, from April 15 (Wed) to 17 (Fri), 2026, at Tokyo Big Sight, East Halls 3 & 8.
Since its debut in 2024, the show has earned high acclaim as a key platform where industry professionals source hidden gems, discover innovative products and find solutions for industry challenges. This year, around 190 exhibitors from 23 countries and regions will participate, including new international pavilions from Romania, Uruguay, Greece and the southern US, with participation supported by the Greek Chamber of Commerce and SUSTA (Southern United States of America).
Together with returning pavilions from France, Germany, Spain, South Africa, Serbia and New York, among others, these international groups reflect the show’s increasing global reach and its role in facilitating cross-border trade and business exchange.
Free visitor registration is currently available on the official website.
Star Wine List of the Year Japan 2026 Award Ceremony
The ‘Star Wine List’, often referred to as the ‘Michelin Guide for wine lists’, evaluates restaurants and wine bars worldwide based on their wine offerings. The Japan Awards ceremony will take place on the exhibition’s opening day, April 15 (Wed).
This year’s finalists include 41 prestigious establishments spanning from Hokkaido to Okinawa, with a concentration in Tokyo and Osaka. Raindrop in Osaka leads with a record six nominations, including three venues from the Fujimaru Winery group. Restaurant Ryuzu in Tokyo is among six establishments boasting four nominations.
‘Now’ and ‘Future’ of Japanese Wine
Japanese wine is gaining growing global recognition as a premium product, with export values tripling over the past decade. This rising profile is driven by the unique appeal of Japan’s wine regions, from Yamanashi, the country’s historic winemaking heartland known for its long tradition and signature varieties, to Hokkaido, an emerging cool-climate region celebrated for its freshness, purity and growing premium potential.
Spotlight on seven featured wineries: Visit the ‘Japanese Wine Corner’ (East Hall 3, Booth W-JP1-4) to discover high-quality selections from:
- Domaine de Yunohara (Nagano)
- Domaine Kyoko Hosaka (Yamanashi)
- Katsunuma Jozo (Yamanashi)
- Morita Koshu Winery (Yamanashi)
- Lumiere (Yamanashi)
- Kumamoto Wine Farm (Kumamoto)
- MARO Wines (Hokkaido)
Expert Seminar – On April 15 (10:30–11:10), Takehito Yoshida (Domaine de Yunohara) and Kyoko Hosaka (Domaine Kyoko Hosaka) will present ‘Differentiation Strategies for Emerging Wineries’.
Jancis Robinson MW Video Seminar: Known globally as the ‘Queen of Wine’, Jancis Robinson MW has prepared a special video seminar titled ‘Japanese Wine Now’, featuring wines she personally selected and tasted for this session.
Feel the Trends with Exhibition & ‘Wine Wall’
ProWine Tokyo showcases global industry shifts through sensory experiences in East Hall 3 and the data-driven displays named ‘Wine Wall’ in East Hall 8.
Wine Wall (East 8 Hall G/H): Highly regarded by industry professionals, this area features 25 panels detailing global and domestic market trends, climate change responses and a dedicated section on rosé wine for the first time.
Rosé Wine: Outpacing red and white wine in production growth, Rosé is poised to become a major category in Japan. Over 70 labels from world-class regions – including Provence, Germany, Italy, Spain and South Africa – will be showcased.
Non-Alcoholic & Smart Drinks: Catering to meet the growing ‘Sober Curious’ lifestyle, the ‘ProWine Tokyo ZERO’ corner (East 3 Hall, Zero 1-2) will feature high-end non-alcoholic sparkling teas from Germany’s C-KLOSS. Additionally, Wine Kingdom magazine will host tastings of premium non-alcoholic sparkling wines.
Tips to Sell and Promote Wine More Effectively
Blind Tasting as a Sales Tool: This ‘experiential content’ is evolving into a powerful way to build customer loyalty and drive repeat purchases. A seminar hosted by the Japan Blind Tasting Association, scheduled for April 16 (15:30–16:30).
‘Wine First-Grader’ Collaboration: The best-selling book Wine Ichinensei (over 172,000 copies sold) uses personified grape variety characters to make wine accessible. Following the author’s appearance last year, characters for Albariño and Saperavi were officially unveiled.
