The recent EU Agriculture and Food mission to Japan, led by EU Agriculture Commissioner Christophe Hansen, marked a significant step forward in deepening trade ties and strengthening the presence of EU agri-food products in a key export market: Japan. As part of this week-long initiative, spiritsEUROPE joined a delegation of EU businesses exploring new commercial opportunities, enhancing market understanding, and engaging directly with Japanese stakeholders.
Japan is EU spirits’ 7th export market, worth €232.5 million in 2024 — 55% of which is whiskey. There is strong potential for further growth through combined efforts in market access and promotion. This week’s EU mission, coupled with the Commissioner’s political mission, was vital in this respect, complementing ongoing work by DG AGRI, the EU Delegation to Japan, and our sector.
The mission offered a rich programme of activities, including high-level networking events, promotional showcases, market visits, and thematic seminars. These engagements provided delegates with valuable insights into Japanese consumer preferences and retail trends, while spotlighting the quality and diversity of EU spirit products. It was particularly rewarding to see a strong presence of EU spirits across Japanese bars, restaurants, and retail shelves—and prominently featured in EU promotion stands.
Key discussions during the mission focused on the persistent challenges EU spirits producers face in accessing the Japanese market, from lack of appropriate protection of lot codes, to persistent issues with the lack of recognition of EU-authorised food additives. Close engagement with Commissioner Hansen and his Cabinet enabled us to raise these barriers that, if addressed, would unlock further opportunities for growth.
The mission also allowed for in-depth exchanges with important Japanese stakeholders. With the help of our members’ local representatives, we met with the European Business Council, representatives from the National Tax Agency of Japan, and the Japan Wines and Spirits Importers’ Association. These discussions shed light on both the opportunities and regulatory complexities EU producers must navigate.
A highlight of the week was the visit to Suntory Global Spirits’ Yamazaki distillery, alongside FoodDrinkEurope’s Dirk Jacobs. It was a powerful reminder of the shared heritage, craftsmanship, and commitment to quality that unite European and Japanese whisky producers—pillars that have built whisky’s global reputation.
As Commissioner Hansen rightly emphasised, economic diplomacy and EU promotion policy go hand-in-hand with trade agreements, turning potential into commercial reality. At spiritsEUROPE, we firmly believe this approach is essential to securing long-term growth for our sector. We now turn our sights to Brazil, where the next EU Agriculture and Food mission is set to take place in October. It will provide a timely opportunity to highlight the importance of the EU-Mercosur Agreement—an FTA we hope to see ratified without delay.
