Wakayama Umeshu: Japan’s Premium Plum Wine Winning Hearts in France

• By Jasumo
• August 3, 2025August 31, 2025
• artisanal umeshu craft umeshu Japanese aperitif Japanese dessert wine Japanese liqueur Japanese plum wine Nanko-ume umeshu cocktails umeshu exports umeshu foie gras pairing umeshu France umeshu GI umeshu gift Japan umeshu pairing umeshu Paris umeshu tasting umeshu whisky barrel umeshu with cheese Wakayama umeshu
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Japan’s Wakayama Prefecture, long celebrated as the nation’s largest producer of premium plums, is taking its local treasure — umeshu (Japanese plum wine) — to new heights on the global stage. With its delicate balance of sweet, tart, and aromatic notes, Wakayama umeshu is not only a beloved staple at home but is now finding eager new fans in France, one of the world’s most discerning wine markets.

For the passionate producers of Wakayama, this is more than just a business move — it’s a cultural exchange, a meeting of traditions from two nations with deep respect for fine dining and artisanal drink-making. And in the French capital of Paris, where food and drink are considered a way of life, umeshu is emerging as a surprising yet natural fit.

Why France is the Perfect Match for Umeshu

France is renowned for its aperitif culture — the cherished ritual of enjoying a light, flavorful drink before a meal to stimulate the appetite. Aperitifs in France range from Champagne to vermouths, pastis, and sweet fortified wines. Umeshu, with its gentle sweetness, aromatic plum essence, and versatility, fits effortlessly into this tradition.

A Wakayama Prefectural official explained, “France has a culture of drinking aperitif, making it easy for umeshu to be accepted.” The thinking is strategic: if umeshu earns a place at the French table, particularly in Paris — the ‘food capital’ of Europe — it becomes easier to introduce the drink to the rest of the European market.

A Strategic Push into Paris

In recent years, Wakayama umeshu producers have been making calculated moves to expand their presence in France. In December, a delegation of producers and prefectural representatives traveled to Paris to showcase the richness and diversity of Wakayama umeshu.

At a tasting event hosted at a renowned Parisian liquor retailer, attendees were guided through the world of Japanese plums by a local chef and sommelier. Guests learned about the unique terroir of Wakayama, where rolling hills and a temperate climate create the ideal conditions for growing the Nanko-ume plum — the gold standard for umeshu production.

The tasting wasn’t limited to sipping straight from the glass. The organizers curated pairings with foie gras, a French delicacy often served with sweet wine or fruit compote. The unexpected harmony between foie gras and the complex layers of umeshu left a lasting impression.

Introducing French Palates to the Range of Umeshu

One of the strengths of Wakayama umeshu is its variety. Unlike mass-produced sweet liqueurs, artisan umeshu spans a spectrum from dry, crisp, and lightly acidic to rich, honeyed, and dessert-like.

At promotional events in Paris, guests sampled everything from refreshing, zesty dry umeshu — ideal as an aperitif or paired with seafood — to lush, sweet varieties that complemented cheese boards and pâtés. This versatility is one of the reasons umeshu is poised for success in a country where wine and food pairing is almost an art form.

Protected by Geography: The “Wakayama Umeshu” GI System

In 2020, Wakayama Umeshu was registered under Japan’s Geographical Indication (GI) system, which safeguards the names of products that owe their qualities to a specific region. Much like how Champagne must be produced in the Champagne region of France, GI protection ensures that only umeshu made from Wakayama plums in the prefecture can carry the prestigious name.

This not only preserves the integrity of the product but also boosts its market value abroad. For discerning French buyers, the GI label is a mark of authenticity and craftsmanship.

Recognition in French Competitions

Since introducing their products to France in 2021, Wakayama producers have seen growing interest. In a notable milestone, the plum wine category was added to a French competition for Japanese sake — the first time since the competition began in 2017.

In the most recent competition, Wakayama-made umeshu earned impressive accolades: four brands received the Platinum Award (second-highest honor), and another four took home Gold. These awards serve as both recognition of quality and powerful marketing tools for penetrating the European luxury beverage market.

How the French Drink Umeshu

While in Japan umeshu is often enjoyed over ice, with soda, or even with hot water in winter, French consumers are gravitating toward drinking it straight, much like wine. Its moderate alcohol content, typically between 10% and 15%, makes it approachable yet sophisticated.

According to a prefectural official, “It is gradually gaining popularity.” The drink’s ability to adapt to different serving styles, from chilled summer aperitif to warming winter digestif, gives it year-round appeal.

Inside the Craft of Wakayama Umeshu

One of the standout producers, Nakano B.C. Co., based in Kainan, Wakayama, has been at the forefront of promoting umeshu overseas. Their production process begins every June 6 — a symbolic start to the plum harvest season.

The key ingredient is the Nanko-ume plum, prized for its large size, soft flesh, and rich aroma. Workers hand-pick unripe green plums and steep them in a tank of distilled alcohol and sugar for about six months. This slow infusion extracts the fruit’s natural flavor, aroma, and subtle bitterness.

After the plums are removed, the liquid matures for another six months or more, developing deeper complexity. Some batches are bottled immediately as Umeshu Nouveau, offering a bright, fresh taste for those eager to sample the season’s first release.

The Balance of Tradition and Innovation

Hiroaki Fujiwara, the fourth-generation master brewer (toji) at Nakano B.C., credits both the region’s natural bounty and the skills passed down through generations.

“We can get good plums in Wakayama Prefecture because it’s a major production area,” Fujiwara says. “We work hard using the techniques inherited from our predecessors and also the quality of the plums.”

Producers are also experimenting with modern twists — such as barrel-aging umeshu in whisky casks or blending it with herbs — to appeal to adventurous palates abroad.

Why Umeshu Appeals to the Global Market

From a global perspective, umeshu has several advantages that make it attractive to international consumers:

1. Flavor Accessibility – Its sweetness and fruitiness make it easier to appreciate than more challenging spirits like shochu or straight whisky.
2. Versatility – Works as an aperitif, dessert wine, cocktail base, or pairing with savory dishes.
3. Cultural Storytelling – Carries the romance of Japanese seasonal produce and craftsmanship.
4. Premium Positioning – GI status and artisanal production methods align with the luxury drink segment.
5. Market Trends – Growing global demand for unique, small-batch, and authentic products.

Pairing Umeshu with French Cuisine

One of the most compelling aspects of umeshu’s introduction to France is its synergy with French gastronomy. Just as wine pairing is central to French dining, umeshu’s flavor profile allows for creative culinary matches:

• Foie Gras – Sweetness balances the richness and saltiness.
• Goat Cheese – Tart, dry umeshu cuts through the creaminess.
• Duck à l’Orange – Citrus notes in some umeshu complement the sauce.
• Seafood Terrine – Light, dry umeshu refreshes the palate.
• Chocolate Desserts – Lush, sweet umeshu enhances dark chocolate.

The Road Ahead

As Wakayama’s umeshu producers continue to court the French market, they are building not just sales, but a cultural bridge. If umeshu secures its place alongside French aperitifs and dessert wines, it could pave the way for a broader European embrace of Japanese fruit liqueurs.

For now, the French wine scene — often steeped in centuries of tradition — is making space for a new, aromatic guest from the East. And in doing so, it’s helping to write a fresh chapter in Japan’s food and drink export story.

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