Innovation Aging care wine in Japan

On December 14, 2023,prominent wine importer Motox announced research findings in collaboration with Doshisha Women’s University, revealing that wine possesses an anti-aging effect known as “anti-glycation activity,” which can suppress the progression of skin spots and dullness. They have also been working on identifying wines with high anti-glycation activity. In March 2024, out of 74 wines certified as “Aging Care Wine,” they began the sequential shipment of eight carefully selected brands with certification seals attached, starting from late February 2024. All eight wines are priced in the 1,000-yen range.

Prior to the shipment of the certified wines, Motox conducted a survey on anti-aging and wine. Approximately 80% expressed a desire to drink wines with anti-glycation properties, with particularly high interest among men in their 30s at 88%. Wines that could help maintain youthfulness and beauty simply by drinking them—adding anti-glycation activity as a new criterion in wine selection—are emerging, and their availability in retail stores is gradually expanding.

The “Aging Care Wine,” which has its own certification body, is attracting significant interest, especially among female buyers in retail stores, as a proposal to capture health-conscious female consumers. For shoppers who are uncertain about choosing wines in stores, this could become a new health-oriented standard.

Certified “Aging Care Wines” feature a logo seal to enhance visibility in stores, and efforts to promote this are spreading.

Source: Motox Pressrelease , Aging Care Wine Laboratory Website https://www.kotoka.jp/