The popularity of champagne in Japan has been steadily increasing over the past few years, with a particular surge during the festive season in December. The allure of French luxury is a significant driving force behind the trend, with foreigners associating champagne with the ultimate symbol of indulgence and celebration. This has led to a growing interest in the origin of champagne, emphasizing the importance of buying authentic French Champagne.
Rankings about champagne trends over the last 48 months in Japan
The importance of French luxury
In Japan, the allure of Champagne has transcended beyond being a mere beverage; it is synonymous with absolute luxury and celebration. Since March 2023, there has been a notable surge in interest surrounding the French origin of Champagne, aligning with the Japanese appreciation for authenticity and quality. The significance of purchasing Champagne with the French appellation has become paramount, reinforcing the connection between luxe and celebration. The data reflects a compelling trend: from 2020 to 2021, monthly searches hovered below 1.1k, with occasional spikes during year-end celebrations. However, in the period from 2022 to 2023, there’s a substantial increase, with monthly searches consistently exceeding 1.2k. Notably, December witnessed a remarkable peak, reaching approximately 1.8k searches, indicative of the heightened importance of Champagne during festive seasons in Japan. The correlation between Champagne, France, and absolute luxury remains a prevailing notion in the minds of the Japanese, shaping the evolving trends in their celebratory culture.
Share of volume on topics around champagne in the last 48 months in Japan
A Competitive Landscape for Champagne Brands
In Japan, the Champagne landscape has witnessed a surge in popularity each year, marked by remarkable peaks during festive seasons.
Rankings about champagne brands over the last 48 months in Japan
Notably, Moët & Chandon, a prestigious French Champagne house established in 1743, experiences an extraordinary surge during Christmas, with monthly searches exceeding 16k. Renowned for its dedication to excellence and innovation, Moët & Chandon stands as the epitome of luxury, captivating both foreigners and locals alike. The brand’s landing page reflects the sophistication associated with its high-quality sparkling wines.
Moët & Chandon landing page
Meanwhile, Dom Pérignon, founded in 1668 by the Benedictine monk Dom Pérignon, maintains its iconic status with monthly searches ranging between 9 and 12k during peak periods. Recognized for its exceptional quality and unique flavor profiles, Dom Pérignon continues to be synonymous with celebration and luxury. However, the prestigious image of Dom Pérignon faces competition from Louis Roederer since 2022, with the latter’s monthly searches steadily rising, though Dom Pérignon remains a symbol of excellence in the Japanese Champagne market.
Dom Pérignon website
Dom Pérignon has faced stiff competition from Louis Roederer since 2022, with the latter gaining momentum in monthly searches. Louis Roederer, a well-known French champagne brand established in 1776, is acclaimed for producing elegant and sophisticated Champagnes, including the iconic Cristal Champagne, making it a favorite choice for special celebrations.
Louis Roederer famous “Champagne Cristal”
Additionally, there has been a surge in monthly searches for the Italian prosecco brand Bottega since March 2022, highlighting the growing interest in its high-quality sparkling wines among Japanese consumers.Moreover, Bottega’s stylish packaging and innovative winemaking approach have contributed to its popularity in the Asian markets, offering a chic alternative for celebratory occasions.
Bottega Website
Whether it’s the luxurious appeal of Moët & Chandon, the craftsmanship of Dom Pérignon, or the elegance of Louis Roederer and Bottega, the champagne and sparkling wine trends in Japan reflect a penchant for quality, luxury, and celebration.
The new trends around the corner
Some emerging trends in the Japanese champagne market is the rise of fast-growing labels such as Henri Grand, Champagne Thiénot, and the Salmanazars of Moët & Chandon.
Fast growing labels about champagne trends in Japan over the last 48 months
Henri Grand, exclusively available on Rakuten and in Japanese, has garnered attention for its unique look and appeal to local consumers.
Extract of the Rakuten page about Henri Grand Champagne
Champagne Thiénot, sold on Japanese resale websites, has also gained popularity for its distinct offerings in the market but also for its history.
Interestingly enough, the increase on demands of Salmanazars of Moët & Chandon, known for their large format bottles, showcases a growing demand for premium and exclusive champagne experiences among Japanese consumers. These fast-growing labels signify a shift towards diverse and specialized offerings that cater to the evolving tastes and preferences of the Japanese champagne enthusiasts.
Extract of Rakuten website selling Moët & Chandon Salmanazars
A Little Preference on the South for Dom Pérignon
In the Japanese market, Moët & Chandon emerges as a popular choice across various regions, except for areas like Kumamoto and Naha in the south, where there is a preference for Dom Pérignon among Japanese consumers. This regional preference reflects a nuanced understanding of luxury and celebration in Japan, where the allure of a brand’s prestige and flashy packaging often outweigh considerations of taste. While in France, consumers may prioritize the flavor profile of a champagne, the Japanese consumer values the perception of luxury and festivity associated with the product. This cultural distinction underscores the importance of understanding differing consumer attitudes and preferences when marketing champagne brands in the Japanese market.
Local topics in Japan around champagne preferences over the last 48 months
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