Overview

Yamanashi Prefecture, the birthplace of Japanese wine and the largest producer and number of wineries in Japan, declared itself a “Wine Prefecture” in August 2019. There are approximately 90 diverse wineries, ranging from long-established businesses to micro-wineries, and the terroir, which is essential for enjoying wine, varies from region to region within the prefecture. The addition of the individuality of the producers is what gives it its unique “diversity.”

In addition, Yamanashi Prefecture’s wineries have focused on cultivating the Japanese native grape varieties “Koshu” (white) and “Muscat Bailey A” (red) from an early stage to enhance the quality of their wines, and many Yamanashi Prefecture wines have been recognized at international wine competitions.

Furthermore, they are working with companies and wineries on SDGs that effectively utilize wine lees. It is close to the Tokyo metropolitan area and the Chukyo area, and many people visit for tourism, combining winery tours with abundant other tourist resources.

URL:https://wine-ken.jp/

Activities

① Strengthening the branding of Yamanashi wine from the perspective of wine x SDGs

In order to achieve one of the business objectives of the promotion, “to promote the diversity of Yamanashi wine and increase its added value,” we focused on the fact that sustainable efforts using wine lees “pomace” had started in Yamanashi Prefecture. With the theme of “Wine x SDGs,” we created and promoted a newsletter in conjunction with “SDGs Week” in September. By clearly highlighting characteristics that are different from other prefectures, we succeeded in increasing media interest. We also aimed to increase interest in Yamanashi wine itself and increase its added value.

② Appealing the charm of the wine region to the media in the Tokyo metropolitan area through online caravans, tastings, and press tours

While it was difficult to make direct contact with the media due to the COVID-19 pandemic, we implemented a promotion that made maximum use of SUNNY SIDE UP’s media network and PR planning capabilities. Furthermore, we flexibly responded to changes in the situation unique to the COVID-19 pandemic, and conducted caravans, tastings, and press tours in a hybrid format that combined online and offline elements, as well as small-group systems, and shared what the media was looking for “now” with the prefectural representatives in a timely manner. By providing information smoothly, we were able to achieve high-quality exposure.

In addition, we were conscious of PR that included introducing the EC sites of wine prefectures and wineries so that people could consider purchasing through the EC site during times when it was difficult to travel to the site. In the WEB renovation, we expanded information on restaurants in the prefecture so that people could enjoy the marriage of wine and food.

③ Results: “Achieved high-quality exposure in a variety of media, including TV, radio, newspapers, magazines, and the WEB.”

By conducting PR that combined the characteristics of the wine region and local ingredients, we were able to acquire multiple long exposures even in programs during the morning hours, when it is generally difficult to air alcohol content. We firmly appealed the charm of Yamanashi Nouveau and Yamanashi wine to business people and women.

We have acquired exposure in newspapers, including local newspapers, radio exposure in the Chukyo area, which Yamanashi Prefecture is focusing on, and large exposure in magazines with a total of 6 pages. We have also acquired a large number of exposures on the WEB, including in serial format, and have appealed to a wide range of people. We have successfully promoted the appeal of the wine region widely, as inquiries have been received by wineries from people living far away who have actually seen the articles.