New project launched for the 150th anniversary of Japanese wine. CruX Inc. announces a range of initiatives connecting consumers with production regions.

Ahead of the 150th anniversary in 2027, CruX will launch initiatives to broaden the appeal of Japanese wine by linking communications, in-person experiences, sales and ambassador networks into a single flow.

As its first initiative, CruX announced a collaboration between WINE SHOP nico Shibuya in Shibuya and Craft Wine Shop, a Japanese wine retailer. The collaboration will create new touchpoints that allow customers to move between online and in-person experiences, increasing opportunities to learn about and purchase Japanese wine through tastings and producer events.

As its second initiative, CruX will undertake a major redesign of Nihon Wine.jp and strengthen its web service by positioning “craft Japanese wine” as a new gateway. The company aims to build an information platform that allows users to search across regions, grape varieties and producers.

As its third initiative, Craft Wine Shop, a Japanese wine retailer, will be fully rebuilt and developed into a hybrid e-commerce platform serving both consumers and trade customers.

As its fourth initiative, CruX will revamp Chokuryu, a procurement service connecting wine retailers with producers, making it easier for wine retailers nationwide to discover new wineries.

As its fifth initiative, CruX will select Japanese Wine Ambassadors in 2026 in collaboration with MixChannel, strengthening efforts to promote Japanese wine through visits to wineries across Japan and social media communications.

In addition, CruX will roll out new consumer experiences through OH! MY NIHON WINE toward 2027, promoting the integration of Japanese wine into everyday life around drinking, photographing and connecting. Through these initiatives, the company aims to increase the number of gateways to learning about Japanese wine and carry it forward into the next 150 years.