Why women in Japan are drinking a lot more

Working women in Japan are turning to wine to unwind.

As reported by Bloomberg, Japan has had a 4.5 percent increase a year in vino consumption for the past six years thanks to a surge in vintners marketing grape wine to the female population there.

“Our main target is women,” Hirofumi Mori, marketing director of Japanese winery Mercian, told Bloomberg. “We want to increase products that will attract their attention.”

And thanks to the country’s evolving attitudes about marriage, wives are more likely to work outside the home, which makes them a prime demographic for winemakers.

“Women drink more as their participation in the labor market is increasing, and their disposable incomes are expanding,” Naoko Kuga, an analyst at NLI Research Institute in Tokyo, told Bloomberg. “This trend works positively for wine consumption.”

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