Global Trends and Sales Tips in the Wine and Alcohol Industry are Here! "ProWine Tokyo 2026" to be Held at Tokyo Big Sight from April 15 (Wed) to 17 (Fri), 2026
Messe Düsseldorf Japan will host "ProWine Tokyo 2026," Japan's largest and only specialized wine and alcohol exhibition, at Tokyo Big Sight from April 15-17, 2026. The event will feature approximately 190 exhibitors from 23 countries and regions, offering opportunities to discover new products and gain insights into industry challenges and business expansion. Highlights include the "Star Wine List of the Year Japan" awards, seminars on Japanese wine, and a focus on global trends like rosé wine and non-alcoholic beverages.
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- 📰 Published: April 3, 2026 at 19:00
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Messe Düsseldorf Japan Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; President: Akiko Ohara) will host "ProWine Tokyo," Japan's only and largest specialized wine and alcohol exhibition, for three days from April 15 (Wednesday) to 17 (Friday), 2026, at Tokyo Big Sight East Halls 3 & 8.
Approximately 190 companies from 23 countries and regions worldwide will exhibit at this event. Since its inaugural event in 2024, it has been highly acclaimed as a place where not only new products can be discovered, but also where insights into industry challenges and business expansion gather from around the world. Visitor registration (free) is currently being accepted on the official website.
Restaurants with world-class "wine selection expertise" compete for the top spot
"Star Wine List of the Year Japan" Award Ceremony
"Star Wine List," often called the "Michelin Guide for wine," evaluates restaurants and wine bars worldwide based on their wine lists. The Japan Award Ceremony will be held again this year on April 15 (Wednesday), the first day of ProWine Tokyo.
At the award ceremony, winners will be selected across 13 categories in total: 10 international categories common worldwide, including "Best Long List," and 3 local categories, such as "Best Japanese Wine List." From these, the ultimate winner, the "Japan Grand Prix," will be chosen. Grand Prix winners from each country will compete in the international finals held in Sweden in June this year.
41 renowned establishments, primarily in Tokyo and Osaka, but also from Hokkaido to Okinawa, have been nominated as finalists. "RAINDROP" (Osaka), with the most nominations in 6 categories, also has three affiliated Fujimaru Brewery group stores nominated. Furthermore, with 6 establishments, including Tokyo's "Restaurant Ryuzu," which was nominated in 4 categories last year, also receiving 4 nominations, the competition for the crown is intense and not to be missed.
Understand the "Now" and "Future" of Japanese Wine from Multiple Perspectives
In recent years, Japanese wines have been winning numerous international awards. With export values more than tripling compared to 10 years ago, demand for high-priced premium Japanese wines is growing globally.
■Seven Featured Wineries Gather
At the "Japanese Wine Corner" in East Hall 3 (Booth No. W-JP1-4), seven carefully selected companies will exhibit and introduce their high-quality wines: Domaine de Yunohara (Nagano), Domaine Kyoko Hosaka (Yamanashi), Katsunuma Jozo (Yamanashi), Morita Koshu Winery (Yamanashi), Lumiere (Yamanashi), Kumamoto Wine Farm (Kumamoto), and MARO Wines (Hokkaido).
Additionally, on the first day, April 15 (Wednesday), from 10:30 to 11:10, a seminar titled "Differentiation Strategies for Emerging Wineries Entering the Market" will be held, featuring a dialogue between Mr. Kento Yoshida of Domaine de Yunohara and Ms. Kyoko Hosaka of Domaine Kyoko Hosaka. This content is a must-listen for winery professionals and new entrants.
■Japanese Wine Video Seminar by Jancis Robinson MW, attracting global attention
A video seminar titled "The Current State of Japanese Wine" will be presented by Jancis Robinson MW, known as the "Queen of the Wine World," based on her tastings specifically for this seminar. Jancis sent a message of support, saying, "I look forward to ProWine Tokyo not only bringing together various wines from around the world but also showcasing the true potential of Japanese wine to the world."
Please come and experience the "potential of Japanese wine," which is attracting industry attention, at the venue.
Grasp Global Trends at a Glance with Exhibited Products and the "Wine Wall"
ProWine Tokyo is where products and information from around the world gather. This time, in addition to Japanese wine, we will particularly focus on the following topics, which will be presented through both sensory experience and information at the exhibition area in East Hall 3 and the "Wine Wall" display in Zones G and H of East Hall 8.
■What is the Wine Wall (East Hall 8, G & H)?
This panel corner, highly acclaimed by industry professionals both domestically and internationally, provides insights into the global and Japanese wine markets. In addition to fixed-point observation data on consumption, 25 panels will feature timely topics such as trends in Japanese wine and responses to climate change. This time, rosé wine is featured for the first time.
■Rosé Wine
Rosé wine is significantly increasing in production compared to red and white wines, and in Japan, it has the potential to become the next pillar of sales. In East Hall 3, over 70 rosé wines from around the world will be exhibited, including those from Provence, the world's leading rosé region, as well as Germany, Italy, Spain, and South Africa.
■Non-alcoholic & Smart Drinks
In line with the growing lifestyle of "sober curious," where people intentionally choose not to drink alcohol, shipments of non-alcoholic beverages are expanding in Japan. At the special corner "ProWine Tokyo ZERO" (East Hall 3, Zero1-2), C-KLOSS from Mosel, Germany, will exhibit non-alcoholic sparkling tea made with carefully selected local ingredients and premium Asian tea leaves. Additionally, "Wine Kingdom" magazine will offer tastings of recommended non-alcoholic sparkling wines.
Tips for "Selling" and "Promoting" Wine More Effectively
ProWine Tokyo offers various initiatives from the perspective of "how to sell."
■Blind Tasting as the "Strongest Sales Tool"
Blind tasting attracts people, deepens learning, and has evolved into an "experiential wine content" that leads to continuous visits and purchases.
At this exhibition, a seminar planned for April 16 (Thursday) from 15:30 to 16:30, featuring the chairman of the Japan Blind Tasting Association and the manager of Wine Market Party, who utilizes blind tasting to promote customer visits, is now fully booked. Please inquire about the waiting list.
■Popular Collaboration with "Illustrated Wine Freshman"
The best-selling book "Illustrated Wine Freshman" (written by Takeru Kokubo, illustrated by Koro Yamada; published by Sanctuary Publishing), with a cumulative total of 172,000 copies (including e-books), explains the world of wine, which is often perceived as difficult and unapproachable, "as clearly as possible" with over 30 illustrated grape varieties as characters.
ProWine Tokyo has collaborated with "Wine Freshman" since its first event in 2024, implementing projects such as "New Characters Born Here." Last time, "Albariño" and "Saperavi" debuted. This year, illustrations of "Verdejo" and "Marselan" will be unveiled.
In East Hall 8, tips for "easy-to-understand selling" that resonate with consumers will be provided through photo spots where visitors can take pictures with characters and illustrations, tastings of "Verdejo" and "Marselan" wines, distribution of character lists, and book sales.
【Event Overview】
Name: ProWine Tokyo 2026 (3rd International Wine & Alcoholic Beverage Exhibition)
Dates: April 15 (Wednesday) - 17 (Friday), 2026 10:00 - 17:00
Venue: Tokyo Big Sight East Halls 3 & 8
Admission: Industry professionals only, pre-registration required (5,000 JPY including tax without pre-registration)
Organizer: Messe Düsseldorf Japan Co., Ltd.
URL: https://prowine-tokyo.com/
Co-located events: FABEX Tokyo, ISM Japan, Anuga Select Japan, Premium Food Show
*Pre-registration is required to visit. Please register on the official website.