Get ready for ProWine Tokyo 2025

On 15 April, Star Wine List of the Year will host its first awards in Japan, at ProWine Tokyo. As we prepare to celebrate the country’s top wine lists – and their sommelier creators – we learn more about what’s in store at the fair.

Partner story with ProWine Tokyo.

ProWine Tokyo is the one and only trade fair with a specific focus on wine and spirits in Japan. The youngest member of the ProWein family (the world's largest trade fair for wines and spirits), the first edition was launched in April 2024 in Tokyo.

This year’s event will feature over 170 producers from 21 countries and regions, showcasing their wines and spirits to a visitor base comprising 32% importers, 25% from the hospitality sector, and 14% retailers.

ProWine Tokyo is not only an active business platform, but a place where experts from around the world will gather to exchange the latest trends, and gain insights on the Japanese market from various perspectives.

The Japanese drinks market

Japan’s wine market is growing, even though overall alcohol consumption is decreasing; this is shown by the country’s growing number of importers, which now totals over 1,000.

What’s more, Tokyo is the most Michelin star-studded city around the world, with 183 restaurants recognised in the guide, surpassing both New York (by almost three times) and Paris. Combined with the fact that nearly 90% of the drinking population only consumes wine once or twice a month, the potential is limitless.

Japan is also famous as being a strong Champagne-importing country, ranking third in the world after the USA and UK. Its sparkling wine consumption overall (including Champagne), is on the rise, up 130% in the past decade.

What to expect at ProWine Tokyo

Wide varieties

Japanese buyers are very keen on so-far-undiscovered products from around the globe (both Old and New Worlds). Diversity is particularly valued here, and for this edition ProWine is happy to introduce wines from Serbia, China, Mexico, and many other areas that will appeal as ‘exotic’ to Japan.

Sake

The Japan Sake and Shochu Makers Association will enlighten guests to the country’s homemade spirits and the history behind them.

Forums and seminars

The wine and spirits industry around the world is facing multi-layered issues, including climate change, sober-curious lifestyles, lack of labour, sustainability, etc. Patrick Schmitt MW will lead several sessions covering these.

Lowering the barrier

Although wine is on an upward trajectory, it is consumed by a limited drinking population, since wine itself is generally regarded as complicated and difficult to understand. To change this, ProWine Tokyo is collaborating with Japan’s best-selling wine book, in which all the grape varieties are made into manga characters – at this second edition of ProWine Tokyo, two new characters will debut: Albariño and Saperavi. There will be a photo corner and special tasting zone for both kinds.

AI technology

DX or “digital transformation” is an imminent issue. An increasing number of inbound tourists have varied expectations, while the manpower remains quite limited. “Sommelier AI,” which can support small-scale restaurants in every process of wine selection, will be presented at ProWine Tokyo. A dedicated area will host a press conference, demonstrations, and short seminars.

Label contest

Appearance is of almost equal importance as quality. All exhibitors at the fair will have the chance to enter their products into a competition, with visitors voting on the best-designed bottle. The top three will be announced on the last day of the show.

Tokyo Italian Sommelier Award

A short presentation and drinks party presented by The Drinks Business Asia will recognise the importance of high quality Italian wine in today's on-trade in Tokyo. A leading Tokyo based sommelier with special knowledge of the Italian wine category and a track record of advancing their customers’ appreciation of Italian wine will be recognised with this first ever Tokyo Italian Wine Sommelier Award.

Star Wine List of the Year Japan 2025

For the first time ever, the Star Wine List of the Year awards will take place in Japan. Celebrating the best wine lists in restaurants and bars across the country, the winners will be decided by a jury including top wine professionals, including Stephen Wong MW and Toru Takamatsu MS. The event will start with a mingle and tasting of great wines from Star Wine List’s partners, followed by an awards ceremony on stage. Please note this event is by invitation only.