JETRO holds buyer meetings: 50 Tokai-region alcohol makers meet 5 overseas buyers
From 5 to 9 October, JETRO invited five buyers from the US, Mexico, the UK, Serbia and Romania to meet 50 alcohol businesses from four Tokai prefectures, in an event hosted by the National Tax Agency. Buyer feedback offers practical hints for anyone exporting Japanese alcohol.
Key points
- Held 5–9 October at three venues (Takayama in Gifu, Nagoya in Aichi, Suzuka in Mie): 50 businesses took part in 100 meetings in total
- Buyers said an export price stating trade terms, shown in advance, makes profitability easier to judge; a UK buyer noted that the common 720 ml bottle is large for first-time sake drinkers and that around 300 ml is easie
- Serbia plans to host Expo Belgrade in 2027, which is expected to raise interest; in emerging markets awareness is still limited, so flexibility such as on the minimum order quantity (MOQ) for first orders is needed
Background
According to JETRO, the buyers came not only from markets where Japanese alcohol is already established, such as the US and the UK, but also from Mexico, Romania and Serbia, where growth is expected. The meetings were hosted by the National Tax Agency, with JETRO inviting the buyers and running the event.
The interviews also showed differences in taste by market: the Serbian buyer said people in Eastern Europe tend to prefer high-alcohol drinks, while the Mexican buyer said that because strong spirits like tequila are already common, sweeter, lower-alcohol sake tends to be preferred.
What it means for shops
For businesses considering exporting alcohol or food, the results suggest that deal outcomes depend not only on labels and branding but also on bottle sizes, price presentation and trade terms that local distributors can work with. Emerging markets take time, so long-term relationships are the premise.
What shops should do
- Before meetings, prepare an export price that states trade terms, not just the domestic retail price
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