Japan
Sell wine online in Japan. Grow your business.
Why Asiavino
More than a wine catalogue.
Sell wine online
List your entire portfolio and receive order requests from private and trade buyers in the markets you serve. You confirm availability, take payment and arrange delivery.
Manage your customers
Use a free CRM to manage your private customers and B2B contacts in one place, alongside your wine business.
Run private wine sales
Create private sales for selected customers and trade buyers, with an offer tailored to your audience.
Organise wine events
Promote tastings, masterclasses and other wine events, with ticketing and QR code check-in.
Are you a wine brand or winery? Access your Merchant Studio
How it works
How distributors in Japan sell wine online on Asiavino
Claim or create your profile
Open a free Distributor Studio account, or claim the profile a brand has already created for your company.
Choose what you carry
Activate the brands and wines you distribute, or propose new ones with a technical sheet.
Set zones, prices and stock
Declare where you deliver, your prices and your stock, so buyers only ask for what you can supply.
Receive order requests
Buyers in this market send you order requests. You confirm them, take payment and deliver.
Free tools that come with the account
Run tastings and events with QR check-in at the door, keep your trade and private contacts in the CRM, and organise private sales for selected customers.
Pricing
A free account for wine distributors.
Paid event tickets: Asiavino retains an all-inclusive commission of 8% on ticket sales and covers the payment processing fees.
The market at a glance
- Currency
- Japanese Yen (JPY)
- Minimum drinking age
- 20 years
Before you start
What to know before selling imported wine in Japan
A sales licence for each place of sale
Under the Liquor Tax Act, a business that sells liquor needs a sales licence for each place of sale, from the head of the tax office for that place. Selling liquor through a website on a continuing basis needs one too.
Source: National Tax Agency
Selling wine online
Online sale to consumers in two or more prefectures comes under the mail-order liquor retail licence, which is limited to liquor that ordinary liquor shops cannot usually supply, such as imported liquor, and requires labelling against underage drinking. Online sale within your own prefecture comes under the general liquor retail licence.
Source: National Tax Agency
A food import notification
Under the Food Sanitation Act, whoever imports food for sale must file an import notification with a quarantine station, and food that has not been notified cannot be sold or used in business. Notification is accepted from 7 days before the shipment arrives.
Japanese labelling, by the importer
Food sold in Japan carries its mandatory labelling in Japanese. For imported food, the importer is responsible from the moment it sells to another business in Japan, and wine must also be labelled under liquor law before it leaves the bonded area.
Source: Consumer Affairs Agency
Sources checked on October 10, 2026.
General information, not legal advice: confirm your own obligations with the authorities named here.
Questions and answers
Which licence do I need to sell imported wine in Japan?
A liquor sales licence from the tax office for each place of sale. The wholesale of imported liquor comes under the import and export liquor wholesale licence, and sale to consumers under a liquor retail licence; the tax office for your place of sale confirms which one fits.
Can I sell wine online to buyers in Japan?
Yes, with the licence that fits: the mail-order liquor retail licence for consumers in two or more prefectures, the general liquor retail licence within your own prefecture. Order requests from Asiavino reach you as the licensed seller, and you confirm them, take payment and deliver.
Does the Distributor Studio cost anything?
No. The distributor account is free: no subscription, no listing fees and no commission on wine sales.
Who sells the wine to the buyer?
You do. Asiavino does not sell alcohol: it transmits each order request to the licensed distributor, who confirms it, takes payment and delivers.
Can I choose the brands and wines I carry?
Yes. You activate only the wines you distribute, in the markets where your company is licensed, and you can propose wines that are not on Asiavino yet.
Who can join?
Wine importers and distributors. When you join, you confirm that your company holds every licence and registration its markets require, and Asiavino can verify them.