FICB in Japan: A wine discovery tour promoting culture, heritage and responsible wine enjoyment

Promoting wine culture, history and traditions is central to the mission of the Wine in Moderation programme, which encourages informed and responsible wine consumption. By helping consumers better understand the origins, diversity and cultural significance of wine, such initiatives raise a more meaningful appreciation of wine as part of gastronomy, heritage and social life.

Japan provides a compelling example of a rapidly evolving wine culture. Although its winemaking history only dates back to the late 19th century, Japanese producers have successfully adapted viticulture to local climatic and geographical conditions. Today, Japan is increasingly recognised for the quality and diversity of its wines.

With the aim of promoting knowledge and cultural exchange, the Brotherhood of the Knights of the Vine of Japan, a member of the International Federation of Wine Brotherhoods, organised a wine discovery tour in May. The event brought together 80 participants from Europe, the United States and Japan, representing several FICB member brotherhoods.

Visits to vineyards in Yamanashi and Nagano, meetings with producers, and experiences of local gastronomy offered participants direct insight into Japan’s wine heritage. These initiatives help preserve and share wine culture while deepening understanding of wine’s role in different societies.

The FICB warmly welcomed the success of the event and looks forward to future opportunities to continue promoting wine culture and heritage, including an upcoming wine discovery tour in Alsace and the 2027 FICB Congress in Switzerland.