Research and Innovation Co., Ltd. operates "CODE", the app that turns receipts into money.
The company conducted an analysis of the wine market based on purchasing data for Beaujolais Nouveau and other wines collected through the app.
Amid soaring prices for imported wine, the growth of domestic wine was reportedly remarkable.
Here are the details.
Sales Prices on Release Day Remained High, but the Number of Buyers Increased
According to data registered in the CODE app on this year's release day (November 16), the number of buyers (registered CODE users) turned upward from last year, and both the median and average purchase unit prices exceeded the previous year's levels.
According to the Japan Wines and Spirits Importers Association, prices dropped by an average of 10 to 20 percent compared to last year, but when limited to purchases on release day, they were still comparatively higher than in 2021.
Ranked number 1 in terms of bottles purchased was "Georges Duboeuf", accounting for 25% of all registrations.
Supermarkets accounted for the vast majority of purchase channels at approximately 80%, while convenience stores accounted for about 5% in 2023.
Remarkable Growth for Domestic Wine
Looking at the ratio between imported wine and domestic wine from 2020 to 2022, domestic wine grew to account for approximately 20% in 2022.
Looking at the purchaser profiles, domestic wine had more female buyers compared to imported wine, and among them, it was found to be strongly supported by people in their 60s.
In addition, the CODE app surveyed awareness of domestic nouveau among people who purchased products in the "Wine" category on the release day of Beaujolais Nouveau in 2023.
Even as domestic wine expands, only 16% had experience purchasing domestic nouveau, and total awareness including those aware but non-purchasers remained below half at 41%.
Although awareness is still low even among those who usually purchase wine, purchase intent is very high, with 74% expressing purchase intent (want to purchase + somewhat want to purchase).
It was suggested that there may be room for expansion if opportunities to see it increase at supermarkets, convenience stores, and other main wine purchasing channels.
If you would like to know more about the data, please check the URL in the reference section.
Reference