The 3rd "ProWine Tokyo 2026" Concludes with Great Success!
The 3rd "ProWine Tokyo 2026," an international wine and spirits exhibition held at Tokyo Big Sight, concluded successfully. It attracted 188 exhibitors from 23 countries and 57,056 industry professionals, showcasing the latest global wine and spirits trends, with particular attention to "old but new" regions like Greece, emerging regions like Uruguay, and Japanese wines.
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- 📰 Published: April 29, 2026 at 00:00
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The 3rd "ProWine Tokyo 2026" (organized by Messe Düsseldorf Japan Co., Ltd.), held at Tokyo Big Sight from April 15 (Wednesday) to 17 (Friday), 2026, once again garnered significant attention from both Japan and abroad as Japan's leading international wine and spirits trade fair.
This third edition saw a record 188 companies from 23 countries exhibiting, and 57,056 industry professionals attended (visitor numbers include co-located exhibitions such as FABEX Tokyo). It was a three-day event full of networking opportunities between international exhibitors aiming to enter the Japanese wine and spirits market and Japanese industry stakeholders, as well as a chance to experience the latest global trends that are likely to arrive in Japan.
Japan's unique openness to global food culture makes it an attractive market for the world, and expectations for the future of "Made in Japan" are also rising, aspects that were palpably felt at the venue.
ProWine Tokyo serves as a unique platform connecting the global and Japanese wine and spirits markets.
What are the "next trends" in the wine and alcohol market?
Expectations for "old but new" production regions and rosé wine. Japan as a producing region is also gaining attention.
■ "Next Trends" that Energized the Venue
Promising Production Regions for the Future
At ProWine Tokyo 2026, Greece, Georgia, Serbia, and Romania from Europe showcased their appeal as "old but new production regions," while Uruguay from South America highlighted its charm as an "emerging production region."
The European countries mentioned each boast a winemaking history said to span 4,000 to 6,000 years, and many visitors came to learn about modern wines created through new endeavors by younger generations.
Uruguay, in particular, drew attention for its "Tannat" variety, famously known as "black wine."
The Uruguay Pavilion demonstrated its presence as a prominent emerging production region in South America.
Rosé Wine, Fully Prepared to Shine
In Europe, the growth in rosé wine production has surpassed both red and white. In Japan, it is currently somewhat overshadowed by the popularity of orange wine, but this time, the Provence Wine Committee (CIVP) set up a tasting area within the French Pavilion. The two seminars held during the exhibition were also fully booked.
Its elegant pink hue, surprisingly crisp taste, and versatility are expected to drive significant expansion in Japan in the future.
The tasting area visually appealed to the diversity and depth of Provence rosé with a production region map, and a fully booked seminar "Exploring Global Rosé Wines" was led by Ms. Miyuki Morimoto, Head Sommelier of Conrad Tokyo.
Japan as a Wine Production Region
This time, seven companies — Domaine de Yunohara (Nagano), Domaine Kyoko Hosaka (Yamanashi), Koshu Winery (Yamanashi), Morita Koshu Winery (Yamanashi), Lumière (Yamanashi), Kumamoto Wine Farm (Kumamoto), and MARO Wines (Hokkaido) — participated in the "Japan Wine Zone." It was bustling with many people from its opening at 10 AM until closing at 5 PM.
"It's been incredibly busy. Rather than just coming to drink, many people came to discuss how they might use these wines, which is very encouraging. We also had a lot of international visitors," said Mr. Kento Yoshida of Domaine de Yunohara.
The "Japan Wine Zone" was overflowing with visitors earnestly tasting while listening to explanations from the producers.
The World Evaluates Japanese Restaurants on Wine Lists
"Star Wine List of the Year Japan" Awards Ceremony
"Star Wine List," known as the "Michelin Guide for wine," held its 2nd annual Star Wine List of the Year Japan awards ceremony on April 15 (Wednesday), the first day of ProWine Tokyo.
At the awards ceremony, winners were announced for 13 international categories, including "Best Long List." Notably, "NéMo" in Omotesando, Tokyo, won three categories: "Long List," "By the Glass," and "Sparkling," earning three Gold Stars. "La Vigne Dining Fûdo" in Hakuba, Nagano, was also named the winner in the "Sustainability" category for the second consecutive year.
Winners and Judges of the "Star Wine List of the Year Japan" 13 Categories
All results here (English)
New Characters for "Wine Freshman" Announced!
■ "Verdejo" and "Marselan" Finally Appear.
Mr. Takashi Kokubo and Ms. Koro Yamada, authors of "Zukai Wine Ichinensei" (Illustrated Wine Freshman), at the Verdejo and Marselan photo spot.
"Zukai Wine Ichinensei," a highly popular book where grape varieties appear as manga characters.
This third edition saw a record 188 companies from 23 countries exhibiting, and 57,056 industry professionals attended (visitor numbers include co-located exhibitions such as FABEX Tokyo). It was a three-day event full of networking opportunities between international exhibitors aiming to enter the Japanese wine and spirits market and Japanese industry stakeholders, as well as a chance to experience the latest global trends that are likely to arrive in Japan.
Japan's unique openness to global food culture makes it an attractive market for the world, and expectations for the future of "Made in Japan" are also rising, aspects that were palpably felt at the venue.
ProWine Tokyo serves as a unique platform connecting the global and Japanese wine and spirits markets.
What are the "next trends" in the wine and alcohol market?
Expectations for "old but new" production regions and rosé wine. Japan as a producing region is also gaining attention.
■ "Next Trends" that Energized the Venue
Promising Production Regions for the Future
At ProWine Tokyo 2026, Greece, Georgia, Serbia, and Romania from Europe showcased their appeal as "old but new production regions," while Uruguay from South America highlighted its charm as an "emerging production region."
The European countries mentioned each boast a winemaking history said to span 4,000 to 6,000 years, and many visitors came to learn about modern wines created through new endeavors by younger generations.
Uruguay, in particular, drew attention for its "Tannat" variety, famously known as "black wine."
The Uruguay Pavilion demonstrated its presence as a prominent emerging production region in South America.
Rosé Wine, Fully Prepared to Shine
In Europe, the growth in rosé wine production has surpassed both red and white. In Japan, it is currently somewhat overshadowed by the popularity of orange wine, but this time, the Provence Wine Committee (CIVP) set up a tasting area within the French Pavilion. The two seminars held during the exhibition were also fully booked.
Its elegant pink hue, surprisingly crisp taste, and versatility are expected to drive significant expansion in Japan in the future.
The tasting area visually appealed to the diversity and depth of Provence rosé with a production region map, and a fully booked seminar "Exploring Global Rosé Wines" was led by Ms. Miyuki Morimoto, Head Sommelier of Conrad Tokyo.
Japan as a Wine Production Region
This time, seven companies — Domaine de Yunohara (Nagano), Domaine Kyoko Hosaka (Yamanashi), Koshu Winery (Yamanashi), Morita Koshu Winery (Yamanashi), Lumière (Yamanashi), Kumamoto Wine Farm (Kumamoto), and MARO Wines (Hokkaido) — participated in the "Japan Wine Zone." It was bustling with many people from its opening at 10 AM until closing at 5 PM.
"It's been incredibly busy. Rather than just coming to drink, many people came to discuss how they might use these wines, which is very encouraging. We also had a lot of international visitors," said Mr. Kento Yoshida of Domaine de Yunohara.
The "Japan Wine Zone" was overflowing with visitors earnestly tasting while listening to explanations from the producers.
The World Evaluates Japanese Restaurants on Wine Lists
"Star Wine List of the Year Japan" Awards Ceremony
"Star Wine List," known as the "Michelin Guide for wine," held its 2nd annual Star Wine List of the Year Japan awards ceremony on April 15 (Wednesday), the first day of ProWine Tokyo.
At the awards ceremony, winners were announced for 13 international categories, including "Best Long List." Notably, "NéMo" in Omotesando, Tokyo, won three categories: "Long List," "By the Glass," and "Sparkling," earning three Gold Stars. "La Vigne Dining Fûdo" in Hakuba, Nagano, was also named the winner in the "Sustainability" category for the second consecutive year.
Winners and Judges of the "Star Wine List of the Year Japan" 13 Categories
All results here (English)
New Characters for "Wine Freshman" Announced!
■ "Verdejo" and "Marselan" Finally Appear.
Mr. Takashi Kokubo and Ms. Koro Yamada, authors of "Zukai Wine Ichinensei" (Illustrated Wine Freshman), at the Verdejo and Marselan photo spot.
"Zukai Wine Ichinensei," a highly popular book where grape varieties appear as manga characters.