Experience the appeal of Australian grapes! A tasting event for media and influencers held at the SUNNY SIDE UP GROUP Sendagaya office

Hello! This is Hasegawa from SUNNY SIDE UP’s Division 5. Today, we have exciting news that fruit lovers will not want to miss.

Over 130 varieties! Sharing the appeal of Australian grapes

SUNNY SIDE UP is in charge of PR for Australian table grapes. Until now, only three varieties had been distributed in the Japanese market; however, due to regulatory easing by the Japanese government last year, more than 130 varieties have newly become eligible for import starting this season.

To commemorate this, on March 14 a tasting event for media and influencers, hosted by the Australian Table Grape Association (ATGA), was held at the SUNNY SIDE UP GROUP Sendagaya office.

At this tasting event, we carefully selected varieties that are drawing particular attention and introduced them in a tasting format. Participants enjoyed a wide range of flavors, including large grapes with a crisp texture, juicy varieties with pronounced sweetness, and black grapes that are rare in Japan.

High-quality grapes produced with advanced technology and sustainable farming methods

Australia’s grape industry leverages the latest agricultural technologies to produce high-quality grapes. Its production system is characterized by meticulous attention to detail, including moisture control through drip irrigation systems and identifying the optimal harvest timing through the adoption of precision agriculture.

In addition, environmental considerations are thoroughly implemented, with sustainable farming methods introduced such as reducing pesticide use by utilizing beneficial insects that eat pests that hinder grape growth, and using renewable energy.

CEO Jeff Scott discusses the impact on the Japanese market

Jeff Scott, CEO of ATGA, commented on the impact of this import liberalization on the Japanese market: “Exports of Australian grapes have been increasing year by year, and export value reached approximately $476 million in 2024. We are pleased that an even greater variety will be distributed in the Japanese market, providing consumers with new choices.”

He also expressed expectations, saying, “In particular, the expansion of the black grape market is attracting attention and will be a new experience for Japanese consumers.”

ATGA CEO Jeff Scott

How did participating media and influencers respond?

Influencers and media representatives who attended the tasting shared comments such as “surprisingly juicy and fresh,” “grapes with a texture I’ve never experienced,” and “perfect for the coming season.” In particular, black grape varieties that are still relatively unfamiliar in Japan were very well received.

From left: Sweet Globe, Crimson Seedless, Sweet Sapphire, Midnight Beauty

SUNNY SIDE UP’s perspective: The appeal of Australian grapes in the Japanese market

In Japan, Shine Muscat is extremely popular from July to December; however, because Australia’s seasons are opposite, one of the appeals is being able to enjoy grapes during a time when grapes are scarce in Japan (March to May). Another key point is that many black grape varieties—still relatively limited in distribution in Japan—will be coming in.

In particular, the unique black grapes “Sweet Sapphire” and “Midnight Beauty,” which are highly popular in the Korean market, will make their debut in the Japanese market.
“Sweet Sapphire” is characterized by a pleasantly crisp texture and rich sweetness, while “Midnight Beauty” offers a smooth mouthfeel and an exquisite balance of sweetness and acidity. The arrival of an opportunity to enjoy a new deliciousness unlike anything before is welcome news for fruit lovers.

In addition, although it did not arrive in time for this tasting event, we were told that the green grape “Autumn Crisp” is also extremely juicy, and they expect that people in Japan will surely enjoy it as well. Please look forward to its debut.

High expectations for expansion in the Japanese market

Australian grapes are produced mainly in regions with warm, dry climates and are expected to be an ideal fruit for the period from spring to early summer in Japan. Going forward, to help more people in Japan enjoy Australian grapes, ATGA will roll out in-store promotions and influencer marketing.

Through this tasting event, it became an opportunity for many people to learn about the appeal of Australian table grapes. Taking this opportunity, we will continue to introduce a wide variety and spread their deliciousness—please keep an eye on what’s to come.

At SUNNY SIDE UP, we handle PR communications for a wide range of products and services, including global promotions for the Japanese market.

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