2 Alcoholic Beverages (Beer, Wine, Whisky, etc.) - ASEAN-Japan ...

2 Alcoholic Beverages (Beer, Wine, Whisky, etc.) 

C-2. Alcoholic Beverages (Beer, wine, whisky, etc.) 

1. Market Conditions in Japan 

(1) Definition of Category 

In this report, kinds of alcohol, such as wine, beer, whiskey, and other alcoholic drinks are considered. 

Classification by foreign trade statistics and HS numbers are shown below. 

【Wine】 

Spirits made from fermented grapes or grape juice. 

HS Numbers Commodity 

2204.10-000 Sparkling wine 

2204.21-010 

Sherry, port and other fortified wine (in 2 liter bottles or 

smaller) 

2204.21-020 Bottled wine (in 2 liter bottles or smaller) 

2204.29-010, -090 Bulk wine 

2205.10-000, 90-200 Vermouth and other wine 

Note: In Japan, people sometimes refer to all brewed spirits made from fruits as wine, while the Liquor Tax Law 

classifies wine into fruits wine and sweetened fruits wine. This guidebook, however, shall follow the common 

definition, and shall refer to spirits made from fermented grapes or grape juice as “wine.” 

【Beer】 

Beer, which is fermenting a mixture of barley malt, hops and water produce an alcoholic beverage, and 

sparkling beverages made, in part, from malt 


2203.00-000 Beer 

2206.00-225 Sparkling malt beverages (so called happoshu) 

Note :Imported beer and wine containing less than 0.5% alcohol are classified under category 2202.90 

(non-alcoholic beverages). In addition, beverages with an alcohol content of 0.5-1.0% are not classified as beer 

under the Liquor Tax Law. These products are sold as soft drinks instead. 

【Whisky】 

Alcoholic beverages made through the fermentation of germinated barley, rye or corn with water and through 

distillation 


2208.30-011, -019 Bourbon whisky 

-021, -029 Rye whisky 

-031, -032 Other whiskies 

Note: Scotch whisky, Canadian whisky, and Irish whisky are classified as “other whiskies” and have no independent 

customs clearance statistics. 

【Others】 


2206.00-210 Sake and unfiltered sake 

2206.00-221 Fermented alcohol (fruit added, etc) 

2206.00-229 Other fermented alcohol (apple liquor, pear liquor, mead, etc) 

2208.40-000 Rum and Tafia 

2208.50-000 Gin and Genever 

2208.60-000 Vodka 

2208.70-000 Liquor and cordials 

2208.20-100,-200 Brandy 

2208.90-111,-119 Fruit Brandy 

2208.90-129 Other distilled liquors 

2208.90-220 Synthetic sake and white sake 

2208.90-230,-240 Alcoholic beverages made from fruit juice 

(2) Market Trends 

In recent years, the Japanese alcohol market has continued to experience a downward trend. The annual 

production amount of alcoholic beverages in 2005 was 9,447,102kl (2.2% decrease over the previous year), 

and converts to 91,162ml per adult. For the 6 consecutive years up to 2001, alcohol production volume 

exceeded 10,000,000kl. However, production has since leveled off, with less than 10,000,000kl in 2002, and 

Marketing Guide for ASEAN Exporters to Japan 

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has decreased 6.5% over the past 5 years, with consumption per adult decreasing 8.3%. 

Causes for the downward trend in the market in recent years include change in lifestyle, the economic 

depression over the past several years, notably reduction of prices, lite-conscious trend, and diversification of 

tastes. The number of young people who do not drink alcoholic beverages at all, or only drink low-alcoholic 

beverages, has increased. 

Among alcoholic beverages, beer is most favored by the Japanese, occupying 38.2% of the total annual 

alcohol production amount. However, after the sale of happoshu began in 1994, the production amount and 

total share of beer has continued to decrease with a 7.9% decrease in 2005 over the previous year. Furthermore, 

sparkling malt beverage, so-called happoshu which increased production amount at the expense of beer, has 

fallen into the negative area since the tax increase of happoshu in May 2005, and has decreased immensely 

since that time, with a 25% decrease over the previous year. Instead, “beer-tasting drinks of the third 

generation” (the so-called third beer that statistically corresponds to a hybrid), which do not use malt or oats, 

have replaced the consumption amount of happoshu. Following the big hit of “Draft-One" by Sapporo Beer, 

Suntory, Kirin Beer, and Asahi Beer also entered into the third beer market, and in 2004, the production amount 

greatly expanded to 16 times that of the previous year, then 3.6 times in 2005. 

Liqueurs and spirits also steadily increased, since they are necessary to make cocktails, which are popular 

among women and shochu-based canned beverage. Shochu (distilled spirits)-based beverages are original to 

Japan where fruit flavored soda water, such as lemon, grapefruit, or orange, is added to a distilled alcoholic 

base such as shochu, neutral spirits (raw material alcohol), or vodka. These beverages are sold at a low-price 

(approximately 120-150 yen for a 350ml can), and have a low-alcohol content (about 5-7% alcohol). For 

example, Kirin began sale of “Hyoketsu” in 2001, which soon became popular among young people and 

women, and other companies soon followed. Each company seeks to differentiate itself from its competitors 

in one way or another in order to increase its market share by adding low-calorie products in response to health 

trends or seasonal products. 

For several years, a downward trend in the consumption volume of wine (fruit wine) could be seen, but in 

2005, a positive increase of 2.2% over the previous year was experienced, due in part by a boom in sparkling 

wines, including champagne. 

The peak of the shochu boom also seems to have passed, but sales are still steady (0.0% increase over the 

previous year), and the market is led by popular large-volume bottles in A Class that focus on low-price 

products, and potato shochu and Awamori in B Class. 

Fig. 1 Japanese consumption of alcoholic beverages (2005) 

Total annual 

consumption 

(kl) 

Percentag 

e of total 

Per capita 

consumption 

(ml) 

Yearly 

change 

Beer 3,606,826 38.2 34,805 92.1 

Happoshu 1,782,154 18.9 17,197 75.0 

Miscellaneous 

liquor 

887,349 9.4 8,563 361.4 

Japanese sake 737,676 7.8 7,118 96.7 

Japanese 

shochu 

1,047,193 11.1 10,105 100.0 

Liqueur 778,244 8.2 7,510 109.7 

Spirits 78,289 0.8 755 99.0 

Fruit wine 259,683 2.7 2,506 102.2 

Whisky 95,234 1,0 919 95.9 

Others 174,454 1.9 1,684 ―― 

TOTAL 9,447,102 100.0 91,162 97.8 


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On the other hand, the consumption amount of 

high-alcohol content whisky and sake has decreased, 

influenced by the trend for low-alcohol, with a 4.1% 

and 3.3% decrease, respectively, over the previous year. 

However, the industry assumes that the downward 

trend over the past several years has eased due to 

single malt whisky gaining popularity and the boom in 

Japanese sake, especially with women. 

In contrast to the trend towards low-price, the number 

of people who still demand genuine quality, even at a 

higher price, has also increased, not just for single malt 

whisky as mentioned above, but also for premium beer 

and premium shochu products, with a steady expansion 

of the support base. As a result, a polarization of the 

market has developed. 

Source: Bureau of Statistics, Ministry of Internal Affairs and Communications. 

Note) Production amount of alcohol is based on the taxable amount, according to the Tax Administration Agency (total amount of products 

produced in Japan or imported). 

Consumption volume per person is calculated based on the adult population.


[Wine] 

The domestic market of wine has continued to slide after a peak in 1998, due to various factors such as the 

liquidation of excess inventory, increased competition with other alcohols, diversification of consumer tastes, 

and the cooling off of the red wine boom by health-conscious persons. 

According to customs clearance statistics of imported alcohol by the Bureau of Customs, Ministry of Finance, 

the importation of the bottled wine category (in a container less than 2l) in 2005 decreased 6.3% over previous 

year. However, on the bright side, there was a boom in Beaujolais Nouveau and increased popularity in 

sparkling wines, including champagne. 

The boom in sparkling wine was sparked by the sale of wine at restaurants by the glass, at department stores, 

and at wine specialty shops, and became popular with women due in part to the appearance of smaller sizes, 

such as half and quarter, and easy-to-drink products, such as fruit-flavored wines. Growth was steady in 2005, 

focusing on the promotion of products with a price around 1,000 yen for a full-size bottle, brand champagnes 

around 3,000-5,000 yen, especially the rosé type. Sparkling wine has steadily increased from the wine drunk at 

a restaurant or on special occasions, to the wine occasionally enjoyed at home. 

On the other hand, individual companies have been focusing on the business market by expanding the market 

through sales by the glass. Since so many kinds of wines are on the market, it is hard to convey information to 

consumers except by brand promotion. As such, sale by the glass is an effective method to advertise the taste of 

a wine to a wide audience, and if liked, leads to greater consumption. And from the consumer side, since many 

different kinds can be sampled, it is very popular regardless of sex or age. 

[Beer] 

The beer beverage (beer, happoshu, third beer) market in Japan is monopolized by four companies, big brands 

Asahi and Kirin, and Sapporo and Suntory. The taxable shipping volume of beer beverages, which combines 

beer, happoshu, third beer, was 6,328,932kl in 2005, 96.8% of the previous year. 

The volume of beer consumption has continued its downward trend since 1994, as consumers are lost to 

low-price products such as happoshu, third beer, and chuhai cans. However, consumption of premium beer 

supported by genuine-conscious consumers, who enjoy the original taste and flavor of beer even if it is a little 

more expensive, has continued upward since 2003. In addition to "The Premium Malts” by Suntory, “Yebisu” 

by Sapporo and chilled beer by Kirin Beer (quality of the beer is maintained by low-temperature delivery, 

unfiltered after maturation), others have also increased sales, with the industry seeing an expansion in the 

percentage of the premium beer in the beer market from a 2% increase in 2001 to a 4% increase in 2005. 

Furthermore, although half of the beer is said to be for the business market, draft beer by the keg, for use in 

businesses, is also doing well. 

Under such conditions, overseas brand beers are faring poorly, although some are experiencing upward sales. 

Imported beer has an alcohol content about 4-8%, and many have their own characteristics due to various 

production methods. On the wave of premium beer popularity, people who demand bottled imported beer that 

has a characteristic taste, a special way to drink, and brand label, even if the price is a little higher, have 

increased. Manufacturers promote sales in the business market, by pioneering fields such as restaurants 

inclined towards the characteristics of a specific country or brand. According to the monthly statistics report of 

alcohol and foods (August 2006), the share of imported beer is in an upward trend, with a 1.78% increase when 

5 brands (Budweiser, Heineken, Miller Special, Lowenbrau, Carlsberg) produced in Japan, are included. 

Also, third beer (does not use malt or oats, listed as miscellaneous alcohol according to the Liquor Tax Law, 

and has a lower liquor tax than happoshu) could be competitively sold with the increase in tax for happoshu 

since May 2003. Starting with sale of "Draft One” by Sapporo Beer in February 2004, at 125 yen for 350ml, 20 

yen lower than regular happoshu, third beer had a major impact on the market. Soon after, the other 3 major 

beer manufacturers entered the market. With an increase of 3.61 times over the previous year in 2005, it 

captured the market segment that had switched from beer to happoshu by its inexpensive price. 

On the other hand, demand for happoshu greatly decreased, with a 25% decrease in 2005 over the previous 

year, as its economical merit was lost with the appearance of low price third beer. 

According to the aforementioned survey of the monthly statistics report of alcohol and foods, the percentage 

of the above three in the current beer beverage market is beer 56.26%, happoshu 27.86%, third beer 15.89%, 

with attention focused on how much the share of third beer will increase in the future. 

[Whisky] 

The whisky market has continued to decline over the past 7 years since 1998, and in 2005, fell to one fourth 

of its peak. Main consumers of whisky are middle-aged males, but consumption volume has faced hard times 


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both for business use and home use, due to the failure to recruit new consumers into the aging market, 

decreased demand by businesses due to the economic depression, as well as the popularity of low-price and 

low-alcohol beverages. 

As a bright spot in the whisky market, single-malt whisky using 100% malt from a single distillery can be 

considered. Demand has expanded for several years among 30-year-old males. Since 2004, one major 

manufacturer after another has developed campaigns and began sale of premium single malts. According to 

Suntory, the largest whisky manufacturer, imported single malts underwent a smooth transition following this 

trend, with a total of 64,000 boxes (1 box =12 bottles) in 2005, a 116% increase over the previous year. This 

has become the focus of business demand, and the consumption at hotels and standing-bars, etc., is also 

expected to lead to more female customers. 

The major beer manufacturers in Japan are seeking to establish comprehensive alcohol enterprises, by 

actively pursuing business partnerships and buyouts domestically and internationally. Kirin Beer acquired 

global distributorship of “Four Roses”(U.S.A), and domestic distributorship of liquor handled by Pernod 

Ricard (France), as well as direct handling of "Chivas Regal" (England), by merging its subsidiaries which had 

functioned as importers. Also, Asahi Beer has made strategic moves to recover its leading status in the whisky 

market, such as acquisition of Nikka Whisky as a complete subsidiary, and by exchanging contracts with 

Maxxium Worldwide (Holland) in Japan. 

(3) Distribution System and Business Practices in Japan 

Distribution of alcohol can only be carried out by anyone or an entity that has obtained a liquor sales license 

based on the Liquor Tax Law. 

Since the relaxation of requirements for a general liquor retail business license as of September 2003, stores 

handling alcohol expanded to include supermarkets, convenience stores, drug stores, etc. Furthermore, 

businesses in a wider range have entered the alcohol sales business, even unrelated business types, such as 

electrical household appliance stores seeking to attract more customers, rental video shops, gasoline stations, 

transport companies which have a delivery network to general households, and pizza delivery chains. While 

growth can be seen in the aggregate demand in the entire alcohol market, competition has increased along with 

the expansion of the distribution channel. 

In response to these conditions, major beer manufacturers in Japan seek to establish alcohol businesses that 

can handle not only beer and happoshu, but also wine, shochu, spirits, chuhai, whisky, liquor, etc., as well as 

seek to establish comprehensive alcohol enterprises by actively pursuing business alliances and buyouts 

domestically and internationally. Also, efforts by food and alcohol wholesale dealers towards joint tie-ups and 

mergers for comprehensive wholesale functions have become noticeable. 


Domestic wines are normally distributed from the wine maker through primary liquor wholesalers, secondary 

liquor wholesalers to retailers, then finally to consumers or commercial users such as restaurants, bars etc. 

Most of these wines are made by blending with imported bulk wines and must. A variety of channels are 

available to the imported wines, including direct imports by Japanese wine makers, indirect imports via 

specialized trading companies, or joint imports. Some leading wholesalers and large retailers buy direct from 

abroad and distribute through their own sales channels, bypassing importers altogether. 

Also some wine specialty importers sell directly to consumers. Japanese wine makers often serve as the sole 

import agent for leading brands of French and Italian wine. 

Many major trading firms, which previously imported bulk wine and bottled wine according to the intention 

and strategy of the manufacturers and wholesale dealers, have begun to concentrate on wine importation and 

sales under their own brand. 

Also, website shopping over the Internet has spread throughout Japan and is expected to continue to expand 

in future. 


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Commercial 

liquor vendors 

Fig. 2 Distribution channels for imported wine 

Overseas wine makers 

(of bulk wine) 

Japanese wine makers 

Primary wholesalers 

General 

liquor stores 

Food service establishments 

Secondary wholesalers 

Discount 

liquor stores 

Consumers 


Overseas wine makers 

(of bottled wine) 

Liquor retailers 

Import trading 

company 

Supermarkets, 

department stores 

Convenience 

stores 


According to industry viewpoint, while half the demand for beer is for household use and the other half is for 

business, most of the demand for happoshu is for household use. 

After the relaxation of regulations for a general alcohol retail license as of September 2003, stores handling 

beer and happoshu steadily increased, although they are reluctant to newly handle wine and whisky. New 

licenses were acquired not only by traditional liquor discount stores and general liquor stores, but also by 

supermarkets and convenience stores. Although beer and happoshu have a low profit margin, their ability to 

attract customers is attractive, and as such, competition along these channels is expected to intensify in the 

future. 

Regarding beer sales, as of January 2005, Kirin Beer no longer employs the three grade price system, 

traditionally comprised of the shipping, wholesale, and retail levels, in an effort to equalize business 

transactions in response to previously excessive cost competition and the problem of rebates that was 

associated with it, and to ensure fair profit by intermediary distribution. Kirin also discontinued volume rebates 

associated with sales volume, and function rebates based on services in the distribution function, and switched 

over to an "open price system." With the adoption of this new transaction system, wholesalers along with 

manufactures requested retailers to raise the delivery price, but most major supermarkets and general 

merchandise stores refused to do so. According to Kirin Beer, 90% of the companies accepted new delivery 

prices, but the sales quantity is estimated to have remained at 60%. 

In this environment, most imported beer and overseas brand beer produced in Japan, have a stronger tendency 

to focus business demand in sales and at general merchandise stores in big cities and restaurants. The strategy 

is to first pioneer restaurants that will accept their own brand, next develop their own brand image and solidify 

the customers, and then gradually expand into the household market. Meanwhile, draft beer in the barrel has 

been effective in opening up the business market and useful for differentiation at restaurants. 


Regarding the channels of distribution of imported whisky, overseas manufacturers set the licensed import 

route, and parallel importers set the parallel import route. 

Parallel-import volumes are affected by market conditions, including overseas distribution volumes and 

exchange rates. In recent years, the trend has been downward. 

According to industry sources, retail outlets for whisky are divided among commercial liquor vendors (30%), 

discount liquor stores (25%), ordinary liquor stores (16%), supermarkets (15%) and convenience stories (12%). 

Channel competition is increasing. 


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< Beer > 

Licensed 

production 

Fig. 3 Distribution channels for imported beer and whisky 

Sole import agencies 

(Importers / Japanese makers) 

Primary wholesalers 

Commercial 

liquor vendors 

General 

liquor stores 

Food service establishments 

Overseas manufacturers 

Secondary wholesalers 

Discount 

liquor stores 

Consumers 

Liquor retailers 

Overseas wholesalers 

Supermarkets, 

department stores 

Parallel importers 

Convenience 

stores 

2. Trade Trends 

(1) Import Trends in Japan 

Importation of all alcoholic beverages in 2005 was 415,765kl and 194,567 million yen, with a decrease in 

both the import volume and import value since 2002, reflecting the stagnation of the domestic alcohol 

consumption volume. 

Wine gained the largest share among imported alcohol, at 160,152kl, for a 38.5% share of the volume base, 

and 113,443 million yen, a 58.3% share of the value base. This is followed by other distilled alcoholic 

beverages including shochu (94,471kl, share 22.7%), beer and happoshu (62,764kl, share 15.1%) in the volume 

base, and whisky (23,430 million yen, share 12.0%), other distilled alcoholic beverages (14,080 million yen, 

share 7.2%) in the value base, this ranking has remained the same for several years. 

Among the imported alcoholic beverage market, imports of other types of alcoholic beverages (fruit-based 

alcoholic beverages) increased in 2005 to 694 million yen in the value base, a 25.8% increase over the previous 

year, and to 5,896kl in the volume base, a 26.7% increase over the previous year. This is considered to be the 

result of the popularity of the low-alcohol boom in recent years. 

On the other hand, beer and happoshu was 62,764kl in volume base, a 2.1% decrease over the previous year, 

although the value base was 7,383 million yen, a 5.9% increase over the previous year. This is thought to be a 

result of progress made in the expansion of beer from Europe, which has a high single price. Also, the sale of 

vodka, as a basic ingredient in low-alcoholic beverages, such as the popular chuhai cans, has slowed the 

downward trend experienced in the past several years in the import value, at 1,214 million yen, a 17% increase 

in the value base. 

Fig. 4 Trends in Japan’s alcohol imports 

(\ million) 

250,000 

200,000 

150,000 

100,000 

50,000 

0 

[Total import value] [Import value by category] 

2001 2002 2003 2004 2005 

(year) 


190 

(\ million) 

120,000 

100,000 

80,000 

60,000 

40,000 

20,000 

0 

Beer and happoshu 

Wine 

Others 

Whisky 

2001 2002 2003 2004 2005 

(year)


Value Volume 

2001 2002 2003 2004 2005 2001 2002 2003 2004 2005 

Wine 95,651 100,231 104,254 113,532 113,443 171,833 170,042 162,938 167,900 160,152 

Beer and Happoshu 7,867 8,784 8,514 6,971 7,383 75,987 78,934 79,117 64,117 62,764 

Whisky 44,340 38,100 31,540 24,468 23,430 49,671 42,368 27,552 19,728 17,926 

Others (subtotal) 55,627 56,326 53,812 54,932 50,311 152,102 158,679 171,870 187,380 174,923 

Other distilled liquors 12,271 13,464 14,566 15,550 14,080 75,680 83,980 91,663 103,892 94,471 

Brandy 23,404 21,559 16,562 15,457 13,183 8,877 7,509 6,798 6,106 5,264 

Liquor and cordials 9,049 9,745 11,362 12,256 12,125 14,340 13,583 18,469 18,973 18,714 

Fermented alcohol 

(f ruit added, etc.) 

Other f ermented 

930 1,286 1,840 2,463 2,456 3,709 4,666 9,170 12,271 12,972 

bev erages (apple 

liquor, pear liquor, etc.) 

3,545 3,907 3,377 3,004 2,432 17,229 16,894 14,190 13,141 10,307 

Sy nthetic sake and 

white sake 

1,831 1,697 1,533 1,496 1,447 19,528 17,703 17,534 18,116 17,449 

Gin and genever 1,885 1,858 1,773 1,724 1,320 3,524 3,433 3,190 2,976 2,485 

Vodka 1,075 1,139 1,082 1,037 1,214 2,707 2,903 2,758 2,669 2,384 

Rum and tafia 1,019 968 968 1,115 1,051 2,114 2,025 1,859 1,977 1,966 

Other alcoholic beverages 317 404 470 552 694 1,991 3,458 3,701 4,652 5,896 

Sake and unfiltered sake 301 299 279 277 307 2,403 2,527 2,537 2,608 3,016 

Total 203,486 203,441 198,121 199,904 194,567 449,592 450,024 441,477 439,125 415,765 

Unit : value = \ million, volume = kl Source : Trade Statistics, Ministry of Finance 

Fig. 5 Trends in alcohol imports by category in 2005 

Value Volume Average unit price 

Value Share 

Yearly 

change Volume Share 

Yearly 

change 

2004 2005 

Wine 113,443 58.3% 99.9 160,152 38.5% 95.4 676 708 

Whiskey 23,430 12.0% 95.8 17,926 4.3% 90.9 1,240 1,307 

Other distilled liquors 14,080 7.2% 90.5 94,471 22.7% 90.9 150 149 

Brandy 13,183 6.8% 85.3 5,264 1.3% 86.2 2,532 2,505 

Liquor and cordials 12,125 6.2% 98.9 18,714 4.5% 98.6 646 648 

Beer and happoshu 7,383 3.8% 105.9 62,764 15.1% 97.9 109 118 

Fermented alcohol (fruit added, etc.) 2,456 1.3% 99.7 12,972 3.1% 105.7 201 189 

Other f ermented bev erages 

(apple liquor, pear liquor, etc.) 

2,432 1.3% 81.0 10,307 2.5% 78.4 229 236 

Synthetic sake and white sake 1,447 0.7% 96.7 17,449 4.2% 96.3 83 83 

Gin and genever 1,320 0.7% 76.5 2,485 0.6% 83.5 579 531 

Vodka 1,214 0.6% 117.0 2,384 0.6% 89.3 389 509 

Rum and tafia 1,051 0.5% 94.3 1,966 0.5% 99.4 564 535 

Other alcoholic beverages 694 0.4% 125.8 5,896 1.4% 126.7 119 118 

Sake and unfiltered sake 307 0.2% 110.9 3,016 0.7% 115.6 106 102 

Total 194,567 100.0% 97.3 415,765 100.0% 94.7 455 468 

Unit : value = \ million, volume = kl, yearly change over previous year = %, average unit price = \ per kl 

Source : Trade Statistics, Ministry of Finance 

(2) Principal Exporters to JAPAN and ASEAN’s Position 

Among countries exporting to Japan, imports from France were the largest in the value base for all alcoholic 

beverages, with a dominant share of 48.2% (93,809 million yen). This mainly consists of wine, with the results 

of the high price of French wine outstanding (refer to Fig. 6. Average unit price). Imports from Italy ranked 

second, largely consisting of wine, similar to France (share 8.1%, 15,764 million yen), Imports from Korea 

ranked third overall, and ranked first for beer, (share 7.1%, 13,795 million yen), this rank has not changed for 

several years. Imports from the whole EU district, which includes a variety of alcoholic beverages such as wine, 

beer, whisky, and gin, gained a 73.8% share in the value base. 

Meanwhile, imports from the entire ASEAN region gained a 1.0% share in the value base, consisting of beer, 

synthetic sake, white sake, and other alcohol beverages, gin and genever. (⇒Fig.11) 

On the other hand, imports from Korea had the largest share in the volume base, occupying 24.2% 

(100,414kl). (⇒Fig. 6) A large amount of shochu is imported from Korea, in addition to private brand 

products, and the development and import of beer by Japan. This is followed by France ranking second with an 


191


18.6% share (77,416kl), China ranking third with a 9.7% share (40,217kl). Imports from China, similar to 

Korea, were mainly basic alcohol ingredients, in addition to private brand products and development and 

import products. 

(\ million) 

120,000 

100,000 

80,000 

60,000 

40,000 

20,000 

0 

Fig. 6 Principal exporting countries and regions of alcohols to Japan 

[Import value from major countries] [Share of import value in 2005] 

France 

Italy 

Korea 

2001 2002 2003 2004 2005 

(year) 

Korea 

7.1% 

Others 

18.1% 

ASEAN 

1.0% 

EU 

73.8% 

Value Value Value Value Volume Value Volume 

Averaga 

unit price 

France 85,608 88,804 88,162 96,745 83,692 93,809 48.2% 77,416 18.6% 1,212 

Italy 14,743 15,883 17,830 16,842 34,460 15,764 8.1% 31,071 7.5% 507 

Korea 11,891 12,778 13,800 14,362 105,981 13,795 7.1% 100,414 24.2% 137 

China 3,499 3,976 4,515 5,208 40,191 5,265 2.7% 40,217 9.7% 131 

Australia 3,492 4,169 4,934 4,991 16,798 5,248 2.7% 16,891 4.1% 311 

Germany 4,738 4,730 4,472 4,027 9,094 3,963 2.0% 8,640 2.1% 459 

Chile 3,929 3,595 3,342 3,426 13,670 3,456 1.8% 12,681 3.1% 273 

Ireland 1,099 1,284 1,413 1,522 5,639 1,984 1.0% 7,337 1.8% 270 

Mexico 1,796 1,908 1,842 1,678 7,031 1,693 0.9% 7,034 1.7% 241 

Netherland 1,357 1,772 1,693 1,919 6,290 1,607 0.8% 5,867 1.4% 274 

Canaka 1,558 2,213 1,382 1,080 4,259 1,106 0.6% 4,006 1.0% 276 

Others 72,691 66,316 57,809 51,102 122,569 49,590 25.5% 114,064 27.4% 435 

Total 203,486 203,441 198,121 199,904 439,125 194,567 100.0% 415,765 100.0% 468 

(E U) 149,678 148,710 145,057 148,707 171,968 143,530 73.8% 162,475 39.1% 883 

(ASEAN) 1,810 2,045 2,052 2,011 20,200 1,949 1.0% 18,968 4.6% 103 

Unit : value = \ million, volume = kl, average unit price = \ per kl Source : Trade Statistics, Ministry of Finance 


After an outstanding increase in red wine in 1998, wine export to Japan continued to decrease until 2000 due 

to inventory adjustment, then temporarily recovered in 2001. However since then, a downward trend has been 

experienced in both volume and value. 

Viewed by country, imports from France were outstanding at 73,434 million yen(share 64.7%)in the value 

base, and 63,132kl (share 39.4%)in the volume base, followed by Italy (value 13,825 million yen, share 

12.2%, volume 26,863kl, share16.8%), and then the U.S.(value 6,530 million yen, share 5.8%, volume 

19,133kl, share 11.9%). 

Wine exports from Australia to Japan have quickly grown over the past several years, the only 2 digit increase 

among the top 5 countries (value 4,409 million yen, 20% increase over the previous year, volume 9,358kl, 

24% increase over the previous year), climbing to fifth, passing Chili. This is considered to be the result of 

being the first to introduce and expand internationally the screw cap to preserve wine quality, wine with a good 

balance of label, taste, price, and ease in purchasing by consumers. “Yellow Tail”, handled by Sapporo Beer, is 

considered to be the forerunner. 

Beaujolais Nouveau was also in good form in 2005, but was insufficient to raise the overall level of wine 

imports to Japan. 

Also, by type, popularity of the rosé type was outstanding among all the sparkling wines, including 

champagne. Imports from France gained 45.6% of the total volume of sparkling wines, and when combined 

with Italy at 22.2% and Spain at 19.7%, the 3 countries gained nearly 90% of all shares. 

Conversely, hardly any wine was exported to Japan from ASEAN at present. 


192


Fig.7 Principal exporting countries and regions of wine to Japan 

2001 2002 2003 

2004 2005 


Average 

Unit Price 

France 57,534 61,498 65,400 74,476 68,635 73,434 64.7% 63,132 39.4% 1,163 

Italy 13,623 14,887 15,217 14,244 28,364 13,825 12.2% 26,863 16.8% 515 

U.S.A. 7,266 7,099 6,850 6,432 19,249 6,530 5.8% 19,133 11.9% 341 

Spain 3,349 3,519 3,787 4,317 10,817 5,123 4.5% 12,000 7.5% 427 

Australia 2,000 2,245 2,714 3,649 7,482 4,409 3.9% 9,358 5.8% 471 

Chile 3,926 3,584 3,338 3,389 13,505 3,389 3.0% 12,496 7.8% 271 

Germany 3,859 3,803 3,568 3,320 6,516 3,182 2.8% 5,718 3.6% 556 

Argentina 818 691 677 737 6,127 686 0.6% 4,436 2.8% 155 

Portugal 574 515 600 596 829 592 0.5% 806 0.5% 735 

Others 2,702 2,389 2,103 2,371 6,376 2,273 2.0% 6,210 3.9% 366 

Total 95,651 100,231 104,254 113,532 167,900 113,443 100.0% 160,152 100.0% 708 

(E U) 79,145 84,491 88,815 97,615 116,263 96,587 85.1% 109,160 68.2% 885 

(ASEAN) 12 11 10 8 17 9 0.0% 23 0.0% 389 

Unit : value = \ million, volume = kl, averaga unit price = \ per kl Source : Trade Statistics, Ministry of Finance 


The volume of imported beer in 2005 was 62,764kl, a 2.1% decrease over the previous year. When viewed by 

country, imports from Korea were the largest, with 32.2% of the volume base, and 20% of the total value base. 

It is suggested that this is caused by the large percentage OEM happoshu from Japan. 

Imports from Ireland were second as the rich flavor of “Guinness Beer" ignited the business market by the 

sales promotion carried out by Sapporo Beer, the import company, with the amount of imports tripling in 5 

years on the wave of the premium beer boom. 

Also, Mexico ranked third in the value base, with “Corona" the staple merchandise. The drinking style of 

squeezing a lime and drinking straight from the bottle is gaining popularity. Furthermore, imports from each of 

the top 5 countries have an upward trend. For example, imports of “Foster’s" by Australia have steadily 

increased. 

As for ASEAN, imports from Thai, Vietnam, and the Philippines, etc., can be mentioned. Among them 

exports by Vietnam to Japan greatly expanded, with a 93.1% increase over the previous year. The main force 

from Thai is “Singha," and has steadily grown in the business market through Thai and ethnic food restaurants, 

as well as "Chang Beer," by a local top manufacturer, and premium "Phuket Beer." Also, brands such as “San 

Miguel” from the Philippines, "333 Beer” and “Saigon Beer” from Vietnam, “Bintang,” “Bali-Hai” from 

Indonesia and "Tiger Beer" from Singapore, have quietly become popular through mail order sales, etc. 

(\ million) 

Fig.8 Principal exporting countries and regions of beer to Japan 

[Import value from major countries] [Share of import value in 2005] 

1,600 

1,400 

Korea 

1,200 

1,000 

800 Mexico 

600 

Ireland 

400 

200 

0 

Australia 

2001 2002 2003 2004 2005 

(year) 

Ireland 

17.5% 

Others 

14.9% 

Korea 

20.6% 


3.0% 

EU 

44.1% 


193


2001 2002 2003 

2004 2005 


Average 

unit price 

Korea 1,109 1,067 1,310 1,379 19,337 1,520 20.6% 20,195 32.2% 75 

Ireland 427 758 726 1,011 5,197 1,289 17.5% 6,498 10.4% 198 

Mexico 866 953 834 762 5,866 806 10.9% 5,891 9.4% 137 

Australia 237 465 977 489 5,479 626 8.5% 6,658 10.6% 94 

Belgium 282 506 378 439 1,695 562 7.6% 2,340 3.7% 240 

U.K. 293 535 702 418 1,466 439 5.9% 1,698 2.7% 259 

Netherland 541 606 618 491 4,464 436 5.9% 4,383 7.0% 99 

U.S.A. 2,820 2,273 1,119 453 4,992 356 4.8% 3,242 5.2% 110 

Germany 382 371 415 240 1,725 339 4.6% 2,157 3.4% 157 

Others 909 1,250 1,435 1,289 13,895 1,012 13.7% 9,702 15.5% 104 

Total 7,867 8,784 8,514 6,971 64,117 7,383 100.0% 62,764 100.0% 118 

(E U) 2,066 2,935 2,989 2,761 15,603 3,255 44.1% 18,236 29.1% 178 

(ASEAN) 217 275 382 214 1,823 219 3.0% 1,844 2.9% 119 

Unit : value = \ million, valume = kl, average unit price = \ per kl Source : Trade Statistics, Ministry of Finance 


A downward trend in whisky exported to Japan has continued since 2001, due to the decrease in alcohol 

consumption in Japan, trends toward low-price and low-alcohol, and the decline in corporate and restaurant 

demand, falling to 52.8% in the value base, 36.1% in the volume base in the past 5 years. In 2005, there was a 

4.2% decrease over the previous year in value and about a 10% decrease in volume. 

When viewed by country, imports from England, the origin of Scotch whisky, outclassed its competitors, 

taking a 73.1% share in the value base, 59% share in the volume base. Imports from the U.S. ranked second 

with bourbon whisky and rye whisky. Imports from these 2 countries occupy 97.5% of all whisky imports. The 

remaining imports include Canadian whisky from Canada and Irish whisky from Ireland. 

In recent years, single-malt whisky has gained popularity in the whisky market in Japan, and according to 

Suntory, imports of “The McCarran” produced in Scotland increased 17% over the previous year, and premium 

whisky, such as "Yamazaki" produced in Japan, are also in good form. The downward trend is not considered to 

continue. 

Among countries of ASEAN, Thai exports whisky to Japan in a very small quantity. 

Fig.9 Principal exporting countries and regions of whiskey to Japan 

2001 2002 2003 

2004 2005 


Average 

unit price 

U.K. 34,134 28,364 23,415 18,717 12,240 17,126 73.1% 10,578 59.0% 1,619 

U.S.A. 8,763 7,640 6,699 5,199 6,729 5,709 24.4% 6,659 37.1% 857 

Canada 753 1,771 897 419 587 446 1.9% 567 3.2% 787 

Ireland 534 272 494 86 90 97 0.4% 92 0.5% 1,054 

France 37 23 11 23 50 24 0.1% 7 0.0% 3,456 

Korea 89 1 - - - 13 0.1% 3 0.0% 5,244 

Netherland 8 6 0 1 0 6 0.0% 10 0.1% 576 

Thailand - - 1 0 0 2 0.0% 3 0.0% 584 

Brazil - - - - - 1 0.0% 1 0.0% 2,150 

Others 23 23 23 24 32 6 0.0% 7 0.0% 804 

Total 44,340 38,100 31,540 24,468 19,728 23,430 100.0% 17,926 100.0% 1,307 

(E U) 34,718 28,676 23,935 18,832 12,386 17,256 73.6% 10,692 59.6% 1,614 

(ASEAN) - 3 6 0 0 2 0.0% 4 0.0% 508 

Unit : value = \ million, volume = kl, average unit price = \ per kl Source : Trade Statistics, Ministry of Finance 

[Other Alcoholic Beverages] 

When viewing the importation of alcoholic beverages other than the aforementioned according to the value 

base, imports from Korea have a dominant share of nearly 80% for other distilled alcoholic beverages, included 


194


shochu. It is suggested that in addition to the stable demand at restaurants, and the stable popularity of Korean 

food, consumption will increase through the shochu boom. Furthermore, imports from ASEAN reached 300 

million yen (share 2.1%), although not ranking among the top 5 countries. 

France has a virtual monopoly on Brandy, with a 98.1% share (12,931 million yen). 

France also has the highest share for liquor cordial at 50% (6,132 million yen), and is followed by Italy with a 

14.2% share (1,726 million yen), depending largely on the price difference of the average unit price. 

Regarding fermented alcohol, France ranks first (1,034 million yen, share 42.1%), China ranks second 

(38.9% share), the U.S. third (9.2% share), with France outclassing its competitors with a higher average unit 

price. 

China ranks first (1,810 million yen) for apple liquor and pear liquor, with a 74.4% share. Korea ranks second 

(6.6% share), Taiwan third (4.1% share), and these three Asian countries occupy a 85.1% share, although most 

is considered to be development and import products by Japanese manufacturers and private brand products. 

Regarding synthetic alcohol and white sake, imports from China are the highest, with China holding a 49.7% 

share (720 million yen), followed by Thailand with a 25.8% share (373 million yen), Malaysia with a 15.6% 

share (226 million yen) and Vietnam with an 8.9% share (129 million yen). ASEAN has a 50.3% share. There 

is a high demand for Thai, Malaysian, Vietnamese restaurants, etc., as well as for ingredients. 

Regarding imports of gin and genever, England ranks first with a 87.8% share (1,158 million yen). England 

has many internationally recognized manufacturers such as Gilbey, Gordon, Beefeater, Bombay Sapphire, etc., 

and many of these are imported. The Philippines ranks second (9.9% share, 131 million yen), so ASEAN has a 

9.9% share. 

Regarding imports of vodka, Korea has a 49.7% share (603 million yen), followed by Poland, production 

origin of vodka, with a 10.3% share (125 million yen), the U.S. with a 9.0% share (109 million yen), and the 

Philippines (8.7% share, 106 million yen). Furthermore Korea is ranked first due to the affiliation by Sapporo 

Beer with Smirnoff, a world famous American vodka brand, and Sapporo Beer imports and uses developed and 

imported products from Korea. 

Regarding rum and tafia, most imports are from Central South America, with Jamaica ranking first (42.6% 

share, 448 million yen), Puerto Rico second (21.7% share, 228 million yen), France third (7.5% share, 79 

million yen), Guatemala fourth, and Cuba fifth. In particular, Guatemala has an outstanding average unit price, 

with Japan importing rare premium rum (Ron Zacapa Centenario). 

For other alcoholic beverages, Malaysia ranks first (43.9% share, 305 million yen), followed by China 

(40.8% share), Vietnam (12.2% share), and Thailand (2.7% share), with ASEAN occupying a 59.1% share. It is 

suggested that this is due to the large quantity of imported private Japanese brand low-alcohol beverages, 

which are very popular in the domestic market, and the importation of basic ingredients used in production in 

Japan. 

Regarding sake and unrefined sake, Korea occupies a 76.6% share at 235 million yen, with Makkori, 

traditional unrefined Korean sake, considered to be a majority item. This is followed by Australia ranking 

second (14.8% share, 45 million yen), China third (7.1% share, 22 million yen), and Vietnam fourth (1.6% 

share, 5 million yen). 

Fig.10 Principal exporting countries and regions of alcoholic beverages by category 

(2005, in value basis) 

Other distilled liquors Brandy 

Country/ 

Region 

Value Share 

Yearly 

change 

Average 

unit price 

Country Value Share 

Yearly 

change 

Average 

unit price 

1 Korea 11,149 79.2% 89.0 147 France 12,931 98.1% 85.0 2,584 

2 China 1,050 7.5% 101.6 110 Italy 132 1.0% 113.8 2,978 

3 Mexico 807 5.7% 98.6 782 Chile 47 0.4% 208.1 324 

4 Canada 350 2.5% 79.6 145 U.K. 20 0.2% 92.4 10,968 

5 Taiw an 338 2.4% 107.7 164 Spain 12 0.1% 66.1 307 

(ASEAN Total) 300 2.1% 101.6 83 1 0.0% 102.7 703 


195



Yearly 

change 

Average 

unit price 


Yearly 

change 

Average 

unit price 

1 France 6,132 50.6% 106.6 848 France 1,034 42.1% 110.7 765 

2 Italy 1,726 14.2% 71.6 466 China 956 38.9% 101.4 112 

3 U.S.A. 1,253 10.3% 119.1 910 U.S.A. 227 9.2% 77.1 96 

4 Netherland 1,144 9.4% 83.1 795 Germany 102 4.1% 77.6 271 

5 Ireland 593 4.9% 140.6 808 Spain 80 3.2% 84.4 340 

20 0.2% 32.6 117 8 0.3% 57.5 174 

Other fermented beverages (apple liquor, pear liquor, etc.) Synthetic sake and w hite sake 

Country/ 

Region 

Value Share 

Yearly 

change 

Average 

unit price 


Yearly 

change 

Average 

unit price 

1 China 1,810 74.4% 101.5 230 China 720 49.7% 106.5 86 

2 Korea 160 6.6% 107.9 265 Thailand 373 25.8% 98.4 68 

3 Taiw an 101 4.1% 94.0 316 Malaysia 226 15.6% 76.5 119 

4 Australia 98 4.0% 14.1 246 Vietnam 129 8.9% 89.5 74 

5 Canada 66 2.7% 188.9 122 

4 0.2% 66.9 311 727 50.3% 88.7 80 

Gin and genever Vodka 


Yearly 

change 

Average 

unit price 


Yearly 

change 

Average 

unit price 

1 U.K. 1,158 87.8% 76.4 586 Korea 603 49.7% - 642 

2 Philippines 131 9.9% 78.4 307 Poland 125 10.3% 95.2 508 

3 U.S.A. 17 1.3% 89.7 301 U.S.A. 109 9.0% 22.0 364 

4 Germany 5 0.3% 103.2 611 Philippines 106 8.7% 81.6 326 

5 France 4 0.3% 76.1 637 Sw eden 83 6.8% 109.0 513 

131 9.9% 78.4 307 108 8.9% 83.1 326 

Rum and tafia Other spirituous beverages 


Yearly 

change 

Average 

unit price 


Yearly 

change 

Average 

unit price 

1 Jamaica 448 33.9% 92.6 512 Malaysia 305 25.1% 157.1 152 

2 Puerto Rico 228 17.3% 109.9 548 China 283 23.3% 108.2 111 

3 France 79 6.0% 77.2 407 Vietnam 85 7.0% 125.0 79 

4 Guatemala 55 4.1% 102.5 2,285 Thailand 19 1.6% 109.1 72 

5 Cuba 42 3.2% 79.3 471 Mexico 2 0.1% - 2,329 

4 0.3% 61.3 537 410 33.8% 146.2 122 

Sake and unfiltered sake 


Yearly 

change 

Average 

unit price 

1 Korea 235 17.8% 132.9 96 

2 Australia 45 3.4% 64.6 173 

3 China 22 1.6% 91.1 91 

4 Vietnam 5 0.4% 83.6 78 

5 

(ASEAN Total) 





Liqueor and cordials Fermented alcohol (fruit added, etc.) 

5 0.4% 83.6 78 

Unit : value = \ million, yearly change over previous year = %, average unit price = \ per kl 

Source : Trade Statistics, Ministry of Finance 


196

(\ million) 

2,500 

2,000 

1,500 

1,000 

500 

0 


Total 

Vietnam 

1,810 

Fig. 11 Alcohol imports from ASEAN by country /category 

2,045 2,052 2,011 1,949 

2001 2002 2003 2004 2005 (year) 

(kl) 

25,000 

20,000 

15,000 

10,000 

5,000 

0 


[Value] [Volume] 

17,754 

19,603 20,275 20,200 

18,968 

2001 2002 2003 2004 2005 

Value Volume 

(year) 

Average 

unit price 

2001 2002 2003 2004 2005 2001 2002 2003 2004 2005 2005 

Wine 12 11 10 8 9 15 28 27 17 23 389 

Beer and happoshu 217 275 382 214 219 1,608 2,141 4,165 1,823 1,844 119 

Whisky - 3 6 0 2 - 6 12 0 4 508 

liquors 237 402 266 295 300 3,157 5,600 3,495 3,875 3,602 83 

Brandy 

Liquor and 

- 2 1 1 1 - 2 1 1 1 703 

cordials 

Fermented 

alcohol (fruit 

- 1 40 63 20 - 1 370 737 174 117 

added, etc.) 

Other 

fermented 

8 9 7 13 8 47 47 40 72 44 174 

beverages 

8 5 2 6 4 33 16 4 18 13 311 

Synthetic sake 

and w hite sake 1,017 894 767 820 727 11,041 9,581 9,208 10,345 9,078 80 

Gin and genever 150 209 210 167 131 625 760 748 553 427 307 

Vodka 85 127 136 130 108 335 444 462 413 331 326 

Rum and tafia 3 4 3 7 4 5 8 8 18 8 537 

Other alcoholic 

beverages 

Sake and 

63 97 221 280 410 778 901 1,701 2,263 3,356 122 

unfiltered sake 10 6 3 6 5 109 68 33 63 63 78 

Total 1,810 2,045 2,052 2,011 1,949 17,754 19,603 20,275 20,200 18,968 103 

Share in Total 0.9% 1.0% 1.0% 1.0% 1.0% 3.9% 4.4% 4.6% 4.6% 4.6% 


Beer and happoshu 25 26 25 22 46 237 245 245 230 444 103 

liquors 

Liquor and 

136 307 199 261 271 1,954 4,775 3,121 3,783 3,516 77 

cordials - 1 13 33 7 - 1 215 569 111 61 


and w hite sake 180 139 142 144 129 2,286 1,644 1,910 2,004 1,732 74 

Vodka - 1 1 0 2 - 3 5 1 6 350 


beverages 

Sake and 

unfiltered 

48 43 55 68 85 601 466 529 757 1,079 79 

sake 10 6 3 6 5 109 68 33 63 63 78 

Total 400 530 444 538 549 5,188 7,220 6,076 7,415 6,964 79 

Share in Total 0.2% 0.3% 0.2% 0.3% 0.3% 1.2% 1.6% 1.4% 1.7% 1.7% 


197


Malaysia 

Thailand 

Philippines 

Value Volume 

Average 

unit price 

2001 2002 2003 2004 2005 2001 2002 2003 2004 2005 2005 

Brandy - 1 0 - - - 1 0 - - - 

Liquors and 

cordials - 0 27 29 10 - 0 155 167 54 178 

Fermented 


added, etc.) - 1 0 0 1 - 2 1 1 1 402 

Synthetic 

sake and 

w hite sake 424 387 298 295 226 3,593 3,129 2,472 2,466 1,902 119 


beverages - 36 148 194 305 - 219 921 1,254 2,007 152 

Total 424 425 473 519 541 3,593 3,351 3,549 3,888 3,965 136 

Share in Total 0.2% 0.2% 0.2% 0.3% 0.3% 0.8% 0.7% 0.8% 0.9% 1.0% 



Whisky - - 1 0 2 - - 2 0 3 584 

Other distilled 

liquors 72 48 17 2 6 1,147 722 268 8 19 344 

Brandy 

Liquors and 

- 1 1 1 1 - 1 1 1 1 703 

cordials 

Fermented 


8 9 7 13 8 47 47 40 72 44 174 

added, etc.) 5 2 - 4 3 24 10 - 14 11 288 


and w hite sake 316 341 326 379 373 4,010 4,519 4,808 5,839 5,443 68 

Rum and tafia 3 4 3 3 2 5 8 8 8 6 342 


beverages 16 18 19 18 19 178 216 252 252 270 72 

Total 536 551 474 528 518 6,170 6,373 6,079 7,008 6,576 79 

Share in Total 0.3% 0.3% 0.2% 0.3% 0.3% 1.4% 1.4% 1.4% 1.6% 1.6% 

Beer and happoshu 45 78 225 62 48 322 691 2,941 541 373 128 


Other distilled 

- 3 5 - - - 6 10 - - - 

liquors 

Liquor and 

22 41 46 28 16 46 93 96 76 50 329 

cordials 

Other 

fermented 

- - - - 4 - - - - 9 431 

beverages 2 2 2 1 0 7 4 2 2 1 578 


and w hite sake 97 26 1 2 - 1,152 288 18 36 - - 

Gin and genever 150 209 210 167 131 625 760 748 553 427 307 

Vodka 85 127 134 130 106 335 441 457 412 325 326 

Rum and tafia - - - 4 2 - - - 9 2 834 

Total 401 486 622 394 307 2,487 2,283 4,272 1,630 1,187 259 

Share in Total 0.2% 0.2% 0.3% 0.2% 0.2% 0.6% 0.5% 1.0% 0.4% 0.3% 


198

Value Volume 


Average 

unit price 

2001 2002 2003 2004 2005 2001 2002 2003 2004 2005 2005 


Whisky - - - - 0 - - - - 1 240 

liquors 

Liqueor and 

7 6 2 4 4 11 10 7 7 8 433 

cordials - - - 0 - - - - 1 - - 

Indonesia Other 

fermented 

beverages 0 - 0 - - 2 - 1 - - - 

Rum and tafia - - - - 1 - - - - 0 2,744 

Total 27 32 20 17 16 160 212 157 132 117 134 

Share in Total 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% 

Singapore 

18 14 13 11 12 115 114 102 91 105 112 

Laos 

1 1 3 1 4 11 8 22 6 36 120 

Myanmar 

3 6 3 3 2 21 42 19 21 17 144 

Cambodia 

1 - - 1 - 8 - - 8 - - 

Brunei 

- - - - - - - - - - - 

Unit : value = \ million, volume = kl, aveage unit price = \ per kl Source : Trade Statistics, Ministry of Finance 

(3) Market Share of Imports in Japan 

Wine has the highest importation share in the alcohol market in Japan, with more than 60%. In addition to the 

importation of a wide variety of bottled wines from different countries, this is due in part to the fact that many 

Japanese wines are blended with imported bulk wine during production, and as such, imported wine is essential 

for the wine market. 

On the other hand, beer has the highest volume share in the alcohol market (38.2%, refer to Fig.1), and is 

monopolized by 4 domestic manufacturers (Asahi Beer, Kirin Beer, Sapporo Beer, Suntory), with the share of 

imported products at 0.7%. Regarding happoshu, the share of imported products is slightly higher, because 

Japanese private products, and developed and imported products, which are used as ingredients in production, 

are imported from Korea, etc. 

Also, some domestic manufacturers have concluded license contracts for overseas whisky brand products and 

manufacture the whisky in Japan, so the share of imported products remains at approximately 20%. This can be 

seen as the result of the good sale of domestic brand single malt whisky. 

Wine 

Beer 

Happoshu 


Fig. 12 Share of imported alcoholic beverages in the Japanese market 

FY2000 FY2001 FY2002 FY2003 FY2004 

Yearly 

change 

Domestic products 103,321 100,692 104,823 88,998 80,270 90.2% 

Imported products 165,588 158,418 164,855 158,996 160,521 101.0% 

Total 268,909 259,105 269,678 247,994 240,791 97.1% 

Imports’ share 61.6% 61.1% 61.1% 64.1% 66.7% 

Domestic products 5,388,686 4,777,006 4,270,694 3,929,359 3,810,116 97.0% 


Total 5,415,633 4,807,121 4,299,044 3,955,477 3,837,413 97.0% 

Imports’ share 0.5% 0.6 % 0.7% 0.7% 0.7% 

Domestic products 1,696,412 2,344,669 2,603,407 2,533,199 2,538,877 100.2% 


Total 1,757,167 2,396,256 2,657,658 2,581,052 2,579,149 99.9% 

Imports’ share 3.5% 2.2% 2.0% 1.9% 1.6% 

Domestic products 99,668 88,943 82,188 77,050 69,288 89.9% 


Total 125,455 112,110 105,680 96,665 86,177 89.1% 

Imports’ share 20.6% 20.7% 22.2% 20.3% 19.5% 

Unit: kiloliters Source: National Tax Administration 

Note :These figures are calculated based on taxable volume and differ from the import figures above. 


199


The taxable volume is regarded as equivalent to the volume of liquors distributed and sold in Japan. Liquor taxes are collected 

on domestic liquor when it is shipped from the factory, and on imported liquor when it is taken from the bonded warehouse. 

happoshu uses less malt than beer, they are classified as miscellaneous liquors under the Liquor Tax Law, and thus are subject 

to lower liquor taxes than beer. 

3. Key Considerations with regard to exports to Japan 

(1) Regulations and Procedural Requirements at the time of Importing in Japan 

Alcoholic beverage imports are subject to the provisions of the Food Sanitation Law and the Liquor Tax 

Law. 

1) Food Sanitation Law 

All food products to be imported for the purpose of sales and marketing are subject to the procedures of 

Food Sanitation Law. The Importers must submit a “Notification Form for Importation of Food, etc.” together 

with other necessary documents as ingredients list and production process chart when the processed food is 

the case, to the quarantine station at the port of entry. Upon examination of the documents, when the products 

are judged as subject to sanitary inspection, the inspection will be carried out inside bonded area and then 

decision will be made for import. The procedures required under the Food Sanitation Law is shown below. 


200 

Fig. 13 Procedures required under the Food Sanitation Law 

Advance consultation service 

Advance information acquisition (regarding production methods, content of ingredients, etc.) 

Advance inspection (by the competent government agency of the exporting country, 

or the official laboratory registered with the Minister of Health, Labor and Welfare) 

Submission to the Quarantine Station 

(“Notification Form for Importation of Foods, etc.” and other related documents) 

Examination of documents 

Cargo required inspection Cargo not required inspection 

Failure Pass 

Reshipment, destruction, 

conversion to other purposes 

Certificate of notification processing, or 

certificate of passing inspection 

Customs declaration 

On May 29, 2006, the new positive list system was introduced and came into force. The system stipulates 

all food products, if detected agricultural pesticides, feed additives, animal veterinary drugs to remain in 

excess of certain quantity, importation and sales of such food products will be in principle prohibited. In this 

system, for the agricultural pesticides etc. recognized to use and remain in the product, the maximum residual 

level is fixed, and for other chemicals uniform standard of 0.01ppm residual level is applicable (quantity 

understood as hardly affect human health). 

All food products, including processed food products, are subject to the positive list system, and of course 

alcoholic beverages are also subject to the system. For more detail, refer to the Ministry of Health, Labor, 

and Welfare website. (⇒http://www.mhlw.go.jp/english/topics/foodsafety/positivelist060228/index.html) 

It is required for the importers to gather abundant and enough information on the projected import foods to 

study whether the products meets the requirement of the Food Sanitation Law in their specifications and 

standards by obtaining, in advance, ingredients lists and production process charts or by making consultation 

with the quarantine office. 

Prior to importing, the importer may take a sample of forthcoming imports to laboratories registered with 

the Ministry of Health, Labor and Welfare or the competent governmental agencies of the exporting countries. 

Those test results may be substituted for the corresponding inspection at the port of entry, which expedites the 

quarantine process. 

In addition, importers who wish to submit their notification by computer may make use of the computerized 

FAINS (Food Automated Import Notification and Inspection Network System) for processing import-related


documentation. Importers who have possessed hardware and software may apply for a security code from the 

Minister of Health, Labor and Welfare to access the system. 

2) Liquor Tax Law 

The Liquor Tax Law requires a business license from the competent tax office in order to manufacture or 

sell liquors. Any person or entity may import liquors without restriction, but without a liquor vendor’s license, 

it is not permitted to ship imported liquors out of the bonded area. Therefore, it is essential to first obtain a 

liquor vendor’s license to sell imported liquors. 

In addition to customs duties, liquor taxes are collected when the liquors are shipped from the bonded area. 

In Japan, the Liquor Tax Law subjects all forms of beverages with an alcohol content of 1% or higher to 

taxation. Beer, wine and other beverages containing less than 1% alcohol are not classified as alcoholic 

beverages under the Liquor Tax Law. These products are sold as soft drinks instead, thus they are not subject 

to the Liquor Tax Law. In addition, please be aware that the Liquor Tax Law limits additives can be used as 

preservative mixtures by type of liquor. 

(2) Regulations and Procedural Requirements at the Time of Sale 

The domestic sale of liquor is subject to the Liquor Tax Law, the Liquor Business Association Law, the Food 

Sanitation Law, the Measurement Law, the Act Against Unjustifiable Premiums and Misleading 

Representations. Products that infringe intellectual property rights are regulated by the various intellectual 

property laws (Trademark Law, Patent Law, Unfair Competition Prevention Law, etc.). Prospective exporters to 

Japan must be aware of these considerations, as rights holders may initiate legal action. 

Containers and packaging may also be subject to identifier labeling provisions of the Law for Promotion of 

Effective Utilization of Resources, and recycling provisions of the Containers and Packaging Recycling Law. 

Please contact one of the agencies listed below for more complete information.(see (6)Regulatory Agent 

Contact) 

1) Liquor Tax Law 

All those engaged in the business of selling liquors must obtain a license for each sales location from the tax 

office with jurisdiction over the sales location. Applicants must conform to personal and location 

qualifications, etc. No license is required for restaurants that serve the liquor at their own restaurants and do 

not sell to other restaurants or to customers. The 3-Year Deregulation Plan (1999) relaxed qualifications for 

obtaining a general liquor retailer’s license (see below). Beginning September 1, 2003, limitations were 

abolished on grants of general liquor retailer’s licenses by retail sales area (annual license limits). 

Note: An emergency measure was issued in July 2003, regulating that, in a district where there is a noticeably high 

percentage of alcohol retailers with management difficulties, the director of the taxation office of a district shall 

not to grant authorization for the issue / transfer of a new license for certain period. 1,274 districts (37.7% of 

entire district) were designated as “emergency regulating districts" in the 2004 licensing year (September 1, 

2004 - August 31, 2005), regulating that in these districts where there is a noticeably high percentage of alcohol 

retailers with management difficulties, the director of the taxation office shall not to grant authorization for the 

issue / transfer of a new license for certain period. This measure was cancelled after the available period was 

postponed to August 31, 2006. 

There are several kinds of licenses for the sale of alcohol, depending on the category of business (wholesale 

business, retail business), and product line (full range, only imported products, etc.). The licenses required to 

handle imported alcohol are listed below. 

 

License for Wholesale of Alcohol 

a) General liquor wholesaler’s license 

Holders of this license are authorized to sell all liquors, regardless of domestic or imported, as a 

wholesaler to liquor retailers, but not to consumers or restaurants as a retailer. 

b) Western-style liquor wholesaler’s license 

Holders of this license are authorized to sell western-style liquors (wine, whisky, spirits, liqueur, 

and miscellaneous spirits only), as a wholesaler to liquor retailers, but not to consumers or 

restaurants as a retailer. The holders also are not authorized to wholesale beer. 

c) Beer wholesaler’s license 

Holders of this license are authorized to wholesale beer only, but not to consumers or restaurants 

as a retailer. 


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d) Imported liquor wholesaler’s license 

Holders of this license are authorized to sell all imported liquors, as a wholesaler to liquor 

retailers, but not to consumers or restaurants as a retailer. The holders also are not authorized to 

wholesale liquors made in Japan. 

License for Retail Sale of Alcohol 

e) General liquor retailer’s license 

Holders of this license are authorized to sell all liquors to consumers or restaurants as a retailer 

within the sales territory. The holders also are authorized to import liquors directly and retail 

them. In order to exhibit imported liquor at a trade fair, holders must apply to the local tax office 

with jurisdiction over the trade fair venue for temporary permission to sell at a location other 

than the license holder’s regular sales location. 

f) Mail order liquor vendor’s license 

Holders of this license are authorized to sell specific liquors by mail order to consumers or 

restaurants. 

2) Liquor Business Association Law 

(Law Concerning Liquor Business Association and Measures for Securing Revenue from Liquor Tax) 

When alcoholic beverages are sold, it must be labeled in accordance with provisions of the Liquor Business 

Association Law. (see (3)Labeling) 

“Liquor sales manager system” was established. The purpose of the program is to assure appropriate retail 

control over alcoholic beverages, including proper container recycling, and prevent underage drinking. Under 

this program, liquor retailers must appoint liquor sales manager for each sales location no later than the date 

upon which alcoholic beverage sales commences. Within two weeks of appointment, the retailer must submit 

the “Sales Manager Appointment Notification” form to the competent tax office. For more complete 

information, please consult with the competent tax office with jurisdiction over the sales location. 

3) Food Sanitation Law 

The Food Sanitation Law prohibits the sale of foods containing toxic or harmful substances and foods that 

are unsafe for human health. When alcoholic beverages are sold, it must be labeled in accordance with 

provisions of the Food Sanitation Law. (see (3) Labeling) 

4) Measurement Law 

Alcoholic beverages sealed in wrapping or containers are required to indicate the net content to certain 

accuracy. (see (3) Labeling) 

5) Act Against Unjustifiable Premiums and Misleading Representations 

The Act prohibits a form of improper labeling exaggerated or false labeling that mislead consumers about 

the nature or quality of products, The Fair Trade Commission, when necessary to judge the labeling is lawful 

or false, can request the enterprisers concerned to present the data for reasoning of the labeling contents. If 

they fail to present the requested data, the Fair Trade Commission will regard the case unlawful. Also vague 

or confusing labeling that makes it difficult to discern the actual country of origins is also prohibited as a 

form of improper labeling. The country of origin is defined as “a country in which a treatment of process 

effecting substantial change to the substance of the goods made.” 

 

 

The industry has voluntarily adopted these guidelines in order to assure consumer product choice 

availability and preserve fair competition, based on the Act Against Unjustifiable Premiums and Misleading 

Representations. It consists of labeling guidelines and premiums guidelines (Fair Competition Code 

concerning Restrictions on Premiums, etc. in the Importation and Sale of Liquors). (see (3) Labeling) 

6)Law for Promotion of Effective Utilization of Resources 

Among wrappings and containers of alcohol products, identifier labeling is required for steel and aluminum 

cans, PET bottles, paper (cardboard boxes and paper containers not containing aluminum and cardboard 

containers) and plastic container materials (see (3) labeling). 

7)Containers and Packaging Recycling Law 

(Law for Promotion of Sorted Collection and Recycling of Containers and Packaging) 

The Law was enacted to promote recycling of containers and packaging waste materials. It provides for 

sorting by consumers, sorted collection by municipalities, and product reuse (recycling) by product makers 


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and distributors for glass bottles, PET bottles, paper and plastic containers and packaging. Consequently, 

alcohol product importers and vendors incur the obligation for recycling of containers and packaging. The 

small-scale importers are exempt from the recycling duty, however, the containers and packaging must carry 

the identifier labels. (see (3) labeling) 

(3) Labeling Regulations at the Time of Sale in Japan 

1) Legally Required Labeling 

[1] Liquor Business Association Law , Food Sanitation Law, Measurement Law 

The Liquor Business Association Law, the Food Sanitation Law, and the Measurement Law specify the 

following label items for alcoholic beverages. Liquors made from genetically modified agricultural products 

are required by the Liquor Business Association Law to display labeling compliant with provision of the 

Product Quality Labeling Standards for Genetically Modified Foods under the JAS Law. In the case of 

imported alcoholic beverages, the labeling obligation falls upon the importers and vendors. 

① Category of liquor (the phrases “fruit wine,” “sweetened fruit wine,” “beer,” or “whisky”) 

② List of food additives used (anti-oxidants or synthetic preservatives, etc.) 

③ Alcohol content 

④ Content volume (expressed in milliliters or liters) 

⑤ Whether or not effervescent, and applicable classification for rate of duty 

⑥ Importer’s name and address 

⑦ Distributor (rebottling plant) address 

(In case of imports, address of distributor or rebottling plant receiving wine from bonded area. May be 

omitted if it is the same as importer address.) 

⑧ Labeling to prevent consumption by minors 

(All liquor containers must clearly state that “consumption of liquors by minors is prohibited” or 

“liquors may only be consumed by those age 20 and over,” etc.) 

Under the “Geographic Labeling that Conforms to the Standard”, products such as Bordeaux and Chablis 

whose product quality and reputation fundamentally arise from the geographic place of origin, it is not 

permitted for labels to use the place name unless the product actually comes from that place. 

[2]Law for Promotion of Effective Utilization of Resources 

The Law requires that all canned or PET-bottled beverages carry identifier mark affixed or printed on at 

least one spot on the side of the container. In addition, when paper (excluding cardboard box and paper pack 

not using aluminum) or plastic is used as packaging material for caps, labels, external packaging or elsewhere, 

material identifier label must be displayed with information where the material is used. 

Equilateral triangle 

with Japanese characters 

for “aluminum” 

 

Circle with 

Japanese characters for 

“steel” 

Equilateral triangle 

with “PET” 

 

Circle with 

Japanese characters 

for “paper” 

Rectangular with 

Japanese characters 

for “plastic” 

(2) Voluntary Labeling based on Provisions of Law 

 

Imported alcoholic beverages that display the Japanese-language terms for “organic” on their labeling must 

conform to standards based on the Liquor Business Association Law. 

(3) Voluntary Industry Labeling 


Wines made from mixtures of domestic and imported wines must list the wines in order of preponderance in 

the mixture; for example “made from domestic wine and imported wine.” Industry standards also mandate 

that the label list in Japanese, variety of grape, vintage, location of the vineyard, and any special winemaking 


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procedures employed, in as much as consumers may not understand such label information on the original 

winery label. 


 

Under the Code, importers are required to display a list of ingredients, country of origin, method of 

preserving, caution of handling, etc. Importers must label the list of ingredients, except water, in the order of 

and under the names that stipulated by the Liquor Tax Law. 

Contact: Japan Wines and Spirits Importers Association TEL: 03-3503-6505 

 

Use of any of the following terms on the product label signifies that the beer satisfies certain established 

criteria. These criteria must be met before the terms can be used, but their usage is optional. The label may 

contain any or all of these terms for which the product meets the defined criteria. 

① Lager beer: Beer aged during storage 

② Draft beer: Unpasteurized beer 

③ Black beer: Dark-colored beer made partly from dark-colored barley 

④ Stout beer: Dark-colored, strong-tasting beer made partly from dark-colored barley 

 

Beer makers that belong to the Brewers Association of Japan began voluntarily including in labeling a 

statement that drinking during pregnancy or while nursing may adversely impact the growth and development 

of the fetus or infant. This practice started with beer manufactured in June 2004. Consideration is being given 

to extending the practice to happoshu, chuhai and other liquors as well. 


 

Under the Code, importers are required to display a list of ingredients and country of origin. 

Contact: Japan Wines and Spirits Importers Association TEL: 03-3503-6505 

(4) Key Considerations for entering the Japanese Market 

Before entering the Japanese liquor market, prospective importers must first make sure that all necessary 

business licenses for sale of liquors under the Liquor Tax Laws have been obtained. In the case of alcoholic 

beverages, coloring agents and preservatives are sometimes used as additives. Products containing additives 

that are not approved for use with food products under Japanese standards, or in excess of permissible 

quantities may not be imported into Japan. When the alcoholic beverage is being imported into Japan for the 

first time, voluntary inspection performed in advance by official laboratories registered with the Minister of 

Health, Labor and Welfare in Japan or registered official laboratories in the exporting country may be essential. 

Alcoholic beverages must contain less than 1mg/cubic cm of methanol. Prospective importers should obtain 

samples and check thoroughly in advance to determine whether the product conforms to Japanese standards. 


Importing and selling wines require some knowledge of the characteristics of the product. In particular, the 

delicate flavor of wine requires that it be stored and transported under precisely controlled temperature 

conditions. Ships from Europe and Australia must pass through tropical regions where the temperature rises 

as high as 40 degrees Celsius. Because of this, many exporters ship wine in reefer containers that keep the 

wine at a set temperature. In addition, while in storage wine should be kept in a wine cellar or an equivalent 

facility where the temperature can be maintained at 15-20 degrees Celsius. 


Prospective beer importers should also bear in mind the following points: 

• Study carefully the Japanese taste preferences, then establish a distinctive identity and appeal that sets 

them apart from domestic beers. Unsold stocks will deteriorate, resulting in flat beer, broken bottles and 

crusted cans. Defective will have to be discarded, which is costly in it. Also, customs duties and liquor 

taxes are not refundable. For these reasons, prospective importers would be well advised to begin by 

importing and test marketing only a small quantity of beer in Japan. 

• Must have a thorough understanding of beer distribution and retailing practices in Japan. 


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It is essentially the same as beer, but in the case of whisky, product quality and brand management are more 

important than beer. 

(5)Considerations for Related Products 

① Other alcoholic beverages 

Other forms of imported alcoholic beverages include brandy, liqueur and other distilled sprits. Under the 

law these beverages are treated much the same as wine, beer and whisky. Please note that customs and tax 

authorities classify products differently according to different levels of alcohol content. Check with customs to 

determine the taxes and duties applicable to a particular product. 

② Non-alcoholic beverages 

Beverages containing less than 0.5% alcohol are classified as non-alcoholic beverages. Any foods and 

beverages are subject for the Food Sanitation Law, when they are imported for the purpose of sale or for other 

commercial purposes. Beverages with an alcohol content of 0.5-1.0% are classified as alcoholic beverages for 

the purpose of customs clearance, but are not classified as alcoholic beverages under the Liquor Tax Law. 

These products are sold as soft drinks. 

(6)Regulatory Agency Contact 

・Liquor Tax Law / Liquor Business Association Law 

Liquor Tax and Industry Division, Taxation Department, National Tax Agency 

TEL: 03-3581-4161 http://www.nta.go.jp 

・Food Sanitation Law 

Office of Imported Food Safety, Inspection and Safety Division, Department of Food Safety, 

Pharmaceutical and Food Safety Bureau, Ministry of Health, Labor and Welfare 

TEL: 03-5253-1111 FAX: 03-3503-7964 (Direct) http://www.mhlw.go.jp 

・Measurement Law 

Measurement and Intellectual Infrastructure Division, Industrial Science and Technology Policy and Environment Bureau, 

Ministry of Economy, Trade and Industry 

TEL: 03-3501-1511 http://www.meti.go.jp 

・Act Against Unjustifiable Premiums and Misleading Representations 

Consumer Related Trade Division, Trade Practices Department, Fair Trade Commission of Japan 

TEL: 03-3581-5471 FAX: 03-3581-1754 (Direct) http://www.jftc.go.jp 

・Law for Promotion of Effective Utilization of Resources / Containers and Packaging Recycling Law 

Recycling Promotion Division, Industrial Science and Technology Policy and Environment Bureau, 

Ministry of Economy, Trade and Industry 

TEL: 03-3501-1511 http://www.meti.go.jp 

Office of Recycling Promotion, Policy Planning Division, Waste Management and Recycling Department, 

Ministry of the Environment 

TEL: 03-3581-3351 FAX: 03-3593-8262 (Direct) http://www.env.go.jp 

Food Industry Environment Policy Office, Food Industry Policy Division, General Food Policy Bureau, 

Ministry of Agriculture, Forestry and Fisheries 

TEL: 03-3502-8111 FAX: 03-3508-2417 (Direct) http://www.maff.go.jp 

4. Tariff Duties and Consumption Tax in Japan 

(1) Tariff Duties 

Figure.14 presents tariff duties on alcohol beverages. In case of confirming the tariff classification or 

applicable tariff rate in advance, it is convenient to use the “advance counseling program”. By making 

inquiry to the customs orally, or through documents or e-mail, the customs will reply to such inquiry. 

Contact: Customs website http://www.customs.go.jp/index_e.htm 

[Preferential Tariff System] 

In order to apply for preferential tariff rates on alcohol beverages imported from preferential treatment 

countries, the importer should submit a certificate of preferential country of origin (Form A) issued by the 

customs or other issuing agency in the exporting country (not required if the total taxable value of shipment is 


205


no greater than ¥200,000.-). For some type of alcoholic beverages, it is not required to present a certificate of 

preferential country of origin. For more details, please contact the Customs and Tariff Bureau, Ministry of 

Finance. 

[EPA (Economic Partner Agreement)] 

Between Japan and ASEAN countries, EPA (Economic Partnership Agreement) negotiation is being 

promoted. In the areas of Agriculture, Forestry and Fisheries, also, abolition and reduction of tariff rates are 

being reached for consent. By Japan-Singapore EPA for New Era (effective on Nov. 30, 2002) and 

Japan-Malaysia EPA (effective on July 13, 2006), the EPA tariff rates are applicable for the import of certain 

consented items of Singapore and Malaysian origin. 

Application of tariff rates on ASEAN countries are as follows : 


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Applicable Rates ASEAN Countries 

LDC Preferential Rate Myanmar, Cambodia, Laos 

Preferential Rate Thailand, Indonesia, Philippines, Vietnam 

Japan-Singapore EPA Rates Singapore (note) 

Japan-Malaysia EPA Rates Malaysia (note) 

WTO Rate Brunei 

Note: In case the imported item is not included in the consented items list, WTO tariff rates will apply to the import 

of Singapore origin and Preferential rates is valid for the import of Malaysian origin. 

(2) Consumption Tax 

(CIF + Tariff duty) x 5% 

5. Related Organizations 

・Nippon Wine Importers Association TEL: 03-5630-1012 

・Japan Wines and Spirits Importers Association 

TEL: 03-3503-6505 FAX:03-3503-6504 http://www.youshu-yunyu.org/ 

・Brewers Association of Japan 

TEL: 03-3561-8386 FAX: 03-3561-8380 http://www.brewers.or.jp

Fig. 14 Tariff duties on alcoholic beverages 


HS No. Description 

General WTO 

Rate of Duty 

Preferential Temporary JSEPA JMEPA 

2204.10-000 Sparkling wine ¥201.60/liter ¥182/liter ¥145.60/liter 

*Free 

21-010 Sherry, port and other fortified 

wines 

(In containers holding 2 liter 

or less) 

¥123.20/liter ¥112/liter 

-020 Other wine 

21.3% or 15% or 

(In containers holding 2 liter 

or less) 

¥156.80/liter, ¥125/liter, 

whichever is the whichever is the 

less, subject to a less, subject to a 

minimum minimum 

customs duty of customs duty of 

¥93/liter ¥67/liter 

29-010 Other wine 

(In containers holding 150 

liter or less) 

Ditto Ditto 

-090 (Other) ¥64/liter ¥45/liter ¥24/liter 

*Free 

2205 Vermouth and other wine of 

fresh grapes flavored with 

plants or aromatic substances 

10-000 In containers holding 2 liter or ¥70.60/liter ¥69.30/liter ¥50.40/liter 

less 

*Free 

2205.90 In containers holding more 

than 2 liter 

-200 Of an alcoholic strength by ¥70.60/liter ¥69.30/liter ¥50.40/liter 

volume of more than 1 % vol 

*Free 

2203.00-000 Beer made from malt ¥6.40/liter Free Free Free Free 

2206.00-225 Sparkling beverages made, in 

part, from malt 

(¥6.40/liter) (¥42.40/liter) Free Free Free Free 

2208.30 Whiskies 

(1) Bourbon whisky (13.7%) Free Free 

-011 (a) Of a alcoholic strength by 

volume of 50% vol or higher 

-019 (b) Other Bourbon, in 

containers holding less than 2 

litter container 

Free Free 

(2) Rye whisky (15.7%) Free Free 



Free Free 

-029 (b) Other Rye, in containers 

holding less than 2 liter 

container 

Free Free 

(3) Other whisky Free Free 



(¥207.20/liter) Free Free Free Free 

-032 (b) Others, in containers 

holding less than 2 liter 

container 

(¥172.50/liter) Free Free Free Free 

2206.00-210 Sake (Seishu and Dakushu) ¥70.40/liter (¥70.40/ liter) Free 

-221 Mixtures of fermented 

beverages 

¥30.80/liter ¥27/liter 

-229 Other fermented beverages ¥43.10/liter ¥42.40/liter ¥30.80/liter 

(for example, cider, perry, 

mead) 

*Free 

2208.40-000 Rum and tafia (20.2%) (18%) Free Free Free 

2208.50-000 Gin and Geneva (19% (17.5% or 

Free Free Free 

or¥86.20/liter, ¥77/liter, 


less) less) 

2208.60-000 Vodka (17.9%) (16%) Free Free Free Free 

2208.70-000 Liqueurs and cordials (¥141.10/ liter) (¥126/ liter) Free Free Free 


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HS No. Description 

General WTO 

Rate of Duty 

Preferential Temporary JSEPA JMEPA 

2208.20 Brandy 

-100 (1)(In containers holding more 

than 2 liter) Of a alcoholic 

strength by volume of 50% vol 

or higher 

(¥193.20/ liter) Free Free Free Free 

-200 (2) Others (¥227.90/ liter) Free Free Free Free 

2208.90 (1) Fruit brandy 

-111 a) (In containers holding 

more than 2 liter) Of a alcoholic 

strength by volume of 50% vol 

or higher 

(¥193.20/ liter) Free Free Free Free 

-119 b) Others Fruit brandy (¥227.90/ liter) Free Free Free Free 

-129 Distilled alcoholic beverages 17.9% ¥25.20/ liter 

-220 Imitation sake and white sake ¥70.40/ liter (¥70.40/ liter) Free Free 

-230 Beverages with a basis of fruit 35%or¥27/kg, 29.8%or¥23/kg, 

27.9% (a 

juices 


specific 

greater greater 

duty rate of 

\21.56/kg 

is applied 

when the 

percentag 

e is the 

less) 

-240 Others ¥89.60/ liter ¥88/ liter Free Free 

Note 1: “*Free” in Preferential Rate is applicable only for the Least Developed Countries. 

Note 2: Normally the order of precedence for application of tariff rates is Preferential, WTO, Temporary, and General, in that order. 

However, Preferential rates are only eligible when conditions stipulated by law or regulation are met. Also, WTO rates apply when 

those rates are lower than Temporary or General rates. 


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2 Alcoholic Beverages (Beer, Wine, Whisky, etc.) - ASEAN-Japan ...

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