In recent years, a new wine trend has captivated American buyers and wine connoisseurs alike: Japanese Pinot Noir. First introduced to the U.S. market in 2022, this wine has become highly sought after, selling out almost immediately after each vintage. Currently, bottles are listed for $500 to $700—well above the suggested retail price of $150—fueling a wave of excitement reminiscent of Burgundy’s top producers. However, this cult wine does not come from France but from Hokkaido, Japan, and is produced by the prestigious Domaine Takahiko.
Domaine Takahiko is one of several Japanese wineries that have recently entered the U.S. market, contributing to a growing movement that’s slowly making its way into restaurant wine lists and retail shops nationwide. Though still a niche category, the increasing visibility of Japanese wines reflects a broader push by wine professionals eager to introduce American consumers to this emerging region.
Japanese wine has piqued interest not only because of its unique character and attractive packaging but also due to a cultural appreciation of Japanese craftsmanship. The success of Japanese whisky, gin, and automobiles has cultivated a growing respect for products made in Japan. Moreover, Japan’s long-standing association with the natural wine movement has increased the appeal of its wines, with tourism to the island nation further fueling interest.
Despite competition from established wine regions like France, Italy, and Spain, the question arises: Why are wine professionals turning their attention to Japan now? And, with better access to Japanese wine in the U.S., can the category continue to expand?
Exploring Japanese Wine Styles
Japanese wines generally fall into two categories: classic wines made from traditional French varietals like Pinot Noir, Chardonnay, and Merlot, and wines produced from local hybrid grape varieties such as Koshu and Muscat Bailey A. These latter wines tend to embrace distinctive flavor profiles and are often affordable, aromatic, and juicy—attributes that align with the natural wine movement.
Japan is home to over 450 wineries, with producers in regions like Hokkaido and Yamanashi garnering significant attention. While Japanese wines were virtually nonexistent in the U.S. before 2020, the pandemic spurred a surge in imports. Wine importers like D-I Wine, Jose Pastor Selections, and Zev Rovine began bringing in bottles from Japan, and the pace of new Japanese wine releases has accelerated ever since.
Japan may not be widely recognized as a wine-producing nation, but within industry circles, it has made its mark. Tokyo, in particular, is considered one of the earliest adopters of the global natural wine movement, with iconic wine bars like Ahiru Store securing rare French wines, making the city a hotspot for wine professionals seeking out the latest trends.
“Japan was one of the first countries to embrace natural wine outside of France,” says Rui Maekawa, the New York-based founder of Japanese wine and liqueur sourcing company Kind Wine. “There’s even a rumor that the term ‘natural wine’ was coined in Japan over 20 years ago.”
Japanese winemakers have also made their presence felt abroad. Renowned producers like Kenjiro Kagami of Domaine des Miroirs and Rié and Hirofumi Shoji of Pedres Blanques have helped put Japanese winemaking on the map, contributing to the country’s growing reputation for quality and craftsmanship.
A Growing Niche in U.S. Wine Culture
As Japanese wine gains broader access in the U.S., it has found a home in two key markets: Japanese restaurants and natural wine bars. Michelin-starred restaurants like Tsukimi in New York City, which opened in 2019, initially struggled to source Japanese wine, but by 2022, wines from Japan began arriving in more significant quantities. In 2024, Tsukimi launched an exclusive eight-course tasting menu featuring wines from Japanese producers, introducing diners to rare bottles that would otherwise be unavailable.
Similarly, Tira Johnson, beverage director at the two-Michelin-starred restaurant Sushi Noz, began to incorporate Japanese wines into their offerings in 2024. At Sushi Noz, Johnson curates a robust selection from Hokkaido and Yamanashi, including prized bottles of Chardonnay, Pinot Noir, and Merlot. She also highlights Japanese wines at other ventures, such as Chez Fifi, a French bistrot in New York City, where wines like Lumiere’s barrel-aged Koshu are paired with classic French dishes.
Japanese wines have also found a loyal following at natural wine bars and boutique wine shops across the U.S. Establishments like Sauvage in Phoenix, The Buzzed Word in Maryland, and Bin Bin Sake in Brooklyn eagerly await their small allocations each year. Natural wine bars such as With Others in Brooklyn and Picnic in Philadelphia regularly feature Japanese wines as part of their curated lists.
Premium Prices and Rising Demand
Despite their limited availability and steep prices, Japanese wines have captivated two major wine-drinking groups: collectors and natural wine enthusiasts. Their rarity and distinctiveness have made them especially desirable among collectors, while the natural wine community is drawn to the category’s potential for innovation.
Japan’s appeal extends beyond wine lovers, with tourism to the country increasing in 2024. As U.S. travelers flock to Japan to experience its culture, food, and drink, demand for Japanese wine is poised to rise further. As with Japanese whisky, the meticulous craftsmanship associated with the country’s wines builds trust and drives demand, even at premium price points.
“The dedication to quality in Japanese wine mirrors that of Japanese whisky,” says Maekawa. “It’s about the culture of craftsmanship, and that resonates with wine drinkers.”
The rise of Domaine Tetta’s wines has spurred further interest in Japanese wines, with D-I Wine founder Brett Taylor planning to expand his portfolio and bring more producers into the U.S. market. With the quality of Japanese wine improving each year, the category’s future in the U.S. looks promising.
“We’re focused on bringing in more producers, and we see the quality continuing to improve,” says Taylor. “The future is bright for Japanese wine, and we’re committed to helping it grow.”
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