Nestled among beautiful forests where wild juniper thrives naturally, Estonia’s pristine environment and Europe’s cleanest air create ideal conditions for crafting gin. And now comes more proof of its quality and international competitiveness, as Estonian juniper spirits are finding a foothold in Japan, a country renowned for its strong sake and whisky traditions.
Junimperium, an artisanal gin distillery established in 2018, has successfully broken into the notoriously difficult Japanese market, writes Trade with Estonia. Just one month after attending Tokyo’s Foodex trade fair, the company shipped its first order to Japan, with more potentially on the horizon.
Japan represents something of a paradox for alcohol exporters. While it maintains a robust drinking culture, the market is fiercely competitive and dominated by domestic giants like Suntory, which have themselves entered the gin market in recent years.
“Japan seemed like an exciting market where craft gin is still in its growth phase,” explains Priit Põldmäe, a member of Junimperium’s management board. The company’s strategy wasn’t merely to replicate what Japanese consumers already knew—instead, it was their distinctively Estonian flavours that proved appealing.
Rhubarb holds a special place in Estonian culinary heritage, where the tart stalks are cultivated in home gardens across the country. Each spring, Estonians harvest ruby-red stems for traditional desserts, jams, and pies.
Aside from the local sparks, Junimperium’s international pedigree helped open doors. Their Sloe Gin and Navy Strength Gin have both claimed “world’s best” titles at the prestigious Gin Awards in London. The owner of Tokyo’s largest gin bar, which stocks over 1,000 varieties, was particularly impressed by the bespoke tonic water developed specifically to pair with Junimperium’s spirits—declaring it “the best he had ever tried.”
While Japanese alcohol consumption has traditionally been split fairly evenly between sake, shochu (a distilled spirit typically made from rice, barley or sweet potatoes), and whisky, younger Japanese consumers are increasingly experimenting with Western spirits.
“If you go alone, you have to reinvent the wheel,” Põldmäe acknowledges. The company supplemented its trade fair presence with visits to local bars and distilleries—on-the-ground research that Tsubasa Yoshito, Enterprise Estonia’s project manager for Japan, identifies as crucial to their success.
“For Estonian companies to succeed in Japan, they need a strong and unique selling point, world-class quality, and a clear market strategy,” says Yoshito.
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