Growing interest in craft beverages

There has been growing interest in Victorian craft beverages despite the impact of Japan’s Covid-19 restrictions on the service of alcohol and a further wave of Covid-19 influencing consumer behaviour this year.

To assist Japan’s hospitality sector during the pandemic, the Japanese government introduced new laws, which for the first time, allowed for home delivery and takeaway sales of alcoholic beverages. Many companies that had not previously had an online presence, set up e-commerce stores and others commenced selling direct from their own premises as takeaway “bottle shops”. These new sales channels appear well suited to craft beverages and are expected to remain popular even after Covid-19 measures end. Furthermore, the increased focus on outdoor gatherings and camping provided a unique opportunity to introduce non-alcoholic craft beverages into the market for the first time.

The Tokyo Victorian Government Trade and Investment (VGTI) office in  has taken advantage of this market opportunity by introducing a number of Victorian businesses to interested Japanese buyers and distributors. In light of the renewed interest in spending time with friends and family outdoors, the VGTI office promoted Victorian craft beverage producers through a feature in a well-known lifestyle and camping magazine, Otoko no Kakurega.

FOODEX Japan 2022

The Tokyo VGTI office assisted Victorian exporters to participate in Japan’s largest food and beverage trade show, Foodex 2022.

Despite the continued border restrictions, a record number of Victorian companies were represented on the Victorian Government booth at Foodex. 31 Victorian exporters participated in the trade show, including 15 Victorian brands represented by their local Japanese distributors, as well as product samples from a further 16 Victorian companies.