Bordeaux Natural Wines in the Japanese Market: Analysis of Supply Chain System Indolence

Abstract

Since about 2005 the interest in natural wines has been increasing in the world wine market and in Japan in particular. However, Bordeaux natural wines have been facing challenges on the market, partly due to supply chain problems. Our work focuses on understanding the role and interactions of major actors of the Bordeaux wine scene and of natural wine distribution in Japan. Our study has a double purpose: to model the natural wines supply chain model for Japan and identify the barriers and driving forces of natural wine companies in the Bordeaux region and their supply chain challenges in Japan. The research methodology employs a content analysis and critical incidences approach. A supply chain model from the Bordeaux natural wine supplier to the Japanese natural wine consumer is presented. Our findings show the strong heterogeneity in the Bordeaux natural wine production sector and considerable differences in supply chain solutions, which only partly depend on the core competencies of the actors. The practical implementation of these results is discussed.