Estonian award-winning craft gin distillery Junimperium has taken a confident step into the Asian market, sending its first order to Japan just one month after participating in the Foodex trade fair in Tokyo. Junimperium’s unique flavours and international accolades impressed local bar owners and importers.

The company’s experience shows that a well-planned trade fair presence and a strong product can quickly open the door to a new export market.

Priit Põldmäe, a member of Junimperium’s management board, recalled that they approached this year’s Foodex fair in Japan with hope but also with realistic expectations: “We’ve previously attended major fairs in London and Berlin, but this was our first time going as part of a delegation organised by the Enterprise Estonia (EIS),” said Põldmäe.

Japan – an emerging market for craft gin

“Japan seemed like an exciting market where craft gin is still in its growth phase, so the fair felt like a good opportunity to test our products in Asia,” he added. According to Põldmäe, Junimperium brought its full product range to the fair but paid particular attention to Japanese flavour preferences. “We emphasised flavours popular in Japan – like cherry and plum – but it turned out that flavours new to the Japanese palate, such as rhubarb and lingonberry, were the most popular,” Põldmäe said with a laugh.

The overall favourites were Junimperium’s Sloe Gin and Navy Strength Gin, which have both won prestigious titles at the Gin Awards for being the best in the world. “People were generally won over by the clean and clear taste of our gins and the distinctly strong juniper aroma,” Põldmäe said.

He also remembered a moment when the owner of Tokyo’s bar with the largest gin selection (over 1000 types) visited their booth and tasted the tonic specifically developed to pair with Junimperium’s gin. “He said it was the best he had ever tried – and those were his own words,” Põldmäe noted.

The advantages of a shared Estonian booth at trade fairs

At the Foodex food and drink trade fair in Tokyo, Junimperium participated in the Estonian joint booth, which turned out to be a very supportive setup. “There are clear benefits to being part of a shared stand—you can save costs and receive valuable advice and insights from previous participants,” said Põldmäe. He also pointed out the practical support received from neighbouring participants in areas like translation and logistics: “If you go alone, you have to reinvent the wheel, so to speak.”

Support from Enterprise Estonia (EIS) was significant for them for the first time. “In the past, we haven’t relied much on EIS and tried to manage on our own, but this recent experience was very positive,” Põldmäe admited. “We’ve already received help with background checks on potential partners, and we now feel more confident in applying for funding to optimise our production and increase capacity for exports.”

Tsubasa Yoshito, the Enterprise Estonia project manager for the Japanese market, noted that Japan is a large market, but by no means an easy one. “Price competition is fierce, and it takes more than just importing a product to succeed in sales,” he said.

“While Japan used to be purely an importer of gin, the country now exports its own brands too – major players like Suntory are in the game. For Estonian companies to succeed in Japan, they need a strong and unique selling point, world-class quality, and a clear market strategy. For Junimperium, it wasn’t just about having a booth at Foodex – their follow-up work was also key: visiting local bars and distilleries and learning about the market on the ground. That kind of dedication pays off,” Yoshito emphasised.

Juniperium`s first order one month after the fair

Barely a month after the fair, the first order to Japan was shipped. “We actually have several interested parties, and we’re not ruling out a second shipment soon,” said Põldmäe.

“The first batch is mainly for introductions and is going to a business that has previously worked with Estonian producers, as well as a company that connects gin bars in Tokyo. According to the buyer, Junimperium’s international recognition played a key role in the selection – the award-winning gins were the main focus,” Põldmäe noted.

According to Põldmäe, craft gin is finding its place in Japanese drinking culture. “Research shows that the Japanese consume about one-third sake, one-third shochu, and one-third whisky,” he explained. “But the younger generation is moving away from more conservative drinking habits and discovering distilled craft gin as a spirit with a very pure composition.” He believes the rise in gin’s popularity is supported by both its purity and the emerging culture surrounding its consumption.

Advice to Estonian businesses: attend fairs with a clear focus

Põldmäe encourages other Estonian businesses to attend international trade fairs: “I recommend giving it a try, but go with a clear purpose – identify your target customer in the region and understand what your strengths are to succeed there. Going just out of curiosity can lead to disappointment – doing your homework helps avoid that,” he said.

And the good news doesn’t end with the Japanese order – Junimperium recently received word of new awards. “We just got feedback from London – at the prestigious Gin Awards, four of our gins received the title of Estonia’s best in their class and are now competing for the world’s best title,” Põldmäe announced. “The results will be revealed in early June in London.”

GOOD TO KNOW

Juniperium 

• Established: 13.02.2018
• Business sector: food industry
• Junimperium Distillery is the first open artisan gin distillery in Tallinn and Estonia, which offers distillery tours for everyone interested in the history of gin and the art of production.
• In 2021, Junimperium Sloe Gin was named the world’s best. In 2023, it was the Junimperium Navy Strength Gin that won the world´s best award.
• https://junimperium.ee/en

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