PROWINE TOKYO 2024

PRODECA - Ministry of Climate Action, Food and Rural Agenda is organising the group participation of companies at the PROWINE TOKYO 2024, to be held from 10 to 12 April.

FAIR AND MARKET DATA

PROWINE TOKYO is an annual fair aimed exclusively at wine and spirits trade professionals.

Organised by Messe Düsseldorf, this is the first edition of Japan's only trade fair for wines and spirits.

PROWINE TOKYO is held alongside the FABEX Tokyo food fair, ISM Japan and ANUGA SELECT Tokyo, offering an opportunity to build new synergies between the wine and spirits and food sectors.

Market data

Japan is the world's third largest economy after the USA and China, with a unique and highly demanding food and drink culture.

Although wine is not a traditional drink for Japanese consumers, wine sales per capita were estimated at 66 euros in 2021, well above the global figure of around 37 euros per capita.

This is a very dynamic market with very high growth potential for European wines, thanks in large part to the EU-Japan Agreement (EPA 2019), which removed tariffs and so made European wine exports more competitive, positioning Japan as an attractive alternative for many producers compared with other, more mature markets.

In 2022, Japan climbed to fifth place among the world's wine buyers and first in Asia, overtaking China thanks to sustained, uninterrupted growth over 20 months.

With 2.66 million hectolitres worth more than 1,700 million euros, according to OeMv data, this market buys at an average price of 6.40 euros, 20% higher than the previous year.

Catalan wine exports to Japan have grown by more than 9% a year in value and 5% in volume over recent export seasons, confirming that Catalan exports are progressively focusing on higher-value wines, in line with the trend in Asian markets, where designation-of-origin wines are leading this growth.

As for wine consumers, a large share are in the over-55 age group, although more and more young consumers are coming to the wine market — young consumers open to new types of wine and different countries of origin.

At the same time, one of the most notable segments, both for purchasing decision power and for rising demand, is women aged 40 to 60, who place great value on the quality and characteristics of the wine they drink and on the best food to pair it with.

Almost 50% of sales in this market are through supermarkets, 18% through specialist on-trade retailers (the HORECA channel), 12% through liquor stores and 9% online.

To operate in Japan, it is essential to have an importer who knows the market and works in the channels best suited to the wine exporter's strategy.

SELECTION CRITERIA AND ORGANISATION OF THE STANDS

PRODECA provides Catalan companies with an exhibition space under the brand Catalonia, where wine is culture brand, with the aim of supporting the commercial promotion of this sector.

Criteria for accepting companies

Catalan producers of wine, sparkling wine, other wine products and spirits made in Catalonia may be admitted.

Wines covered by a non-Catalan designation of origin and products made outside Catalonia, including spirits, will not be accepted.

Companies dealing exclusively in wine trading will not be accepted either, unless they represent a producer: in that case, the name listed as exhibitor will be that of the producer.

Acceptance will be in order of arrival of registrations, among those meeting the requirements.

Description of the space and exhibitors' stands

ESPAI CATALUNYA is a shared area with no dividing walls, where each company will have a space of approximately 6 m2 with a counter and stool, a display cabinet and a table with 3 chairs.

Storage will be shared and fridges will be provided, also shared among all exhibitors.

PRODECA will deliver the stands with basic, harmonised decoration.

The company logo will be placed in front of the counter. The storage walls will carry informative images of Catalonia's wine sector.

If an exhibitor needs furniture or services not covered by the terms of the call, they must notify PRODECA for approval and must bear the cost.

Other information

All companies will be included in the fair catalogue.

A draw will be held to allocate exhibitor locations.

The PRODECA staff assigned to organising the stand will support exhibitors before and during the fair.

COST AND CONDITIONS OF PARTICIPATION

• Shared open space (approx. 6 m2): €2,500 + 21% VAT = €3,025

Companies interested in taking part must complete the registration form and send it to PRODECA together with payment or proof of payment of the registration fee.

Company registrations will be accepted until the space contracted for this fair is fully allocated.

A minimum number of registered companies is required for the activity to go ahead. Should that number not be reached, the amounts paid would be refunded.

APPLICATION AND PAYMENT DEADLINE

• Closing date for applications: 26 September 2023
• Registration fee: €1,100 + 21% VAT = €1,331

A company will be considered admitted once it has submitted its application within the stated deadline and paid the registration fee.

The remaining amount must be paid before 8 March 2024.

If the company withdraws, it will forfeit 100% of the amount paid. The organisers reserve the right to assess the reasons given by the company for cancelling its participation and to refund a percentage of the amount paid.

PRODECA reserves the right to select companies according to the criteria set out in the previous sections.

TRANSPORT OF SAMPLES

PRODECA will not arrange the sample transport service.

Transport is at the exhibiting company's expense; the company is responsible for arranging and coordinating it and for receiving the samples at its stand on build-up day (the day before the opening).

PRODECA will not cover the cost, will accept no responsibility and will not coordinate arrival at the fair venue, which is in all cases the contracting exhibitor's responsibility.

If needed, PRODECA can provide the contact details of freight forwarders able to carry out the transport service.

For reasons of space, we advise companies to bring no more than half a pallet.

Deliveries must arrive on build-up day, 9 April, between 1 p.m. and 6 p.m.

Deliveries cannot be left before that time or the previous day, for organisational and security reasons: the build will not be finished and the stands will not have lockable storage.

Companies will be responsible for unloading their pallet and placing their product on the stand and in storage.