Wine exports to Japan rose steadily in the two decades  leading up to 2018, making it the seventh largest importer worldwide. Since then, however, the market has plateaued. As Japan’s population ages the role of influencers who can boost sales becomes ever more important,and those with the greatest impact are experienced professionals. This is no surprise in a country that is innately conservative, and where quality and expertise are highly valued. Yet Japanese consumers are also willing to embrace new trends. The key influencers combine a keen awareness of Japanese sensibilities with an understanding of international markets.