THAYA Winery Secures Its First Order in Japan – Talks with More Importers Thanks to Its Participation at EXPO 2025
THAYA Winery, one of the partners of the Czech National Pavilion at the World EXPO 2025 in Osaka, is celebrating its first export success in Japan. Thanks to its wine deliveries for the pavilion and long-term efforts in export development, the company has secured its first business contract in Japan. The agreement was signed with the prestigious Japanese company Shoji Saketen Co., Ltd., a key distributor of premium alcoholic beverages on the Japanese market.
“EXPO 2025 has given us a unique platform to showcase the quality of our wines to Japanese consumers and potential distributors. Thanks to our presence in the pavilion, we established a business connection that led to our first order on the Japanese market. This experience has brought us not only valuable business relationships, but also a deeper understanding of the market, which we will use to further develop our exports,” said Josef Trávníček, owner of THAYA Winery.
Tastings support negotiations
THAYA wines are served in several zones of the Czech National Pavilion – from the restaurant to the rooftop CTP Lounge. Throughout the World EXPO, professional wine tastings are held, helping to initiate contacts and support negotiations with other potential partners.
The company is currently in talks with four to five more Japanese importers who have expressed interest in adding Moravian wines to their portfolios. In September, THAYA is also preparing a targeted tasting event for representatives of major hotel chains from Osaka, aiming to strengthen its visibility in the HORECA segment.
“The success of THAYA Winery confirms that participating in a World Expo brings not only representational value but also very concrete business results. We’re pleased that the Czech Pavilion is facilitating new business relationships with Japanese partners. This is exactly the kind of outcome we expect from EXPO – combining prestige with real benefits for Czech companies,” says Ondřej Soška, Commissioner General of Czechia for EXPO 2025.
Shoji Saketen: A Traditional Distributor with a Focus on Quality
Shoji Saketen Co., Ltd., founded in 1938, is based in Ōita Prefecture. Its portfolio includes over 6,000 types of alcoholic beverages – from traditional sake and shōchū to wines and spirits from around the world. The company is renowned for its careful product selection and personal quality control of every item it distributes. With more than 80 employees and a strong presence both online and offline, Shoji Saketen is one of the key players in Japan’s alcohol distribution market.
About THAYA Winery
THAYA is one of the most modern wineries in the Znojmo region. In 2022, it opened a new wine estate in the village of Havraníky. The winery’s core philosophy is based on respect for nature and the local region, which is why its name refers to the nearby river Dyje – known in English as the Thaya. The winery produces up to 200,000 bottles annually and currently cultivates 105 hectares of its own vineyards in several renowned wine villages in the Znojmo area, including Hnanice, Šatov, Havraníky, Vrbovec, and Dyjákovičky. THAYA continually strives to innovate, investing in modern technologies and the development of its know-how, while also honouring traditional winemaking methods. A distinctive feature of many of its wines is the use of various types of oak barrels. In recent years, THAYA has been focusing intensively on the production of sparkling wines using the traditional bottle-fermentation method. The winery has repeatedly ranked among the finalists of Czech wine competitions such as Winery of the Year or Winemaker of the Year, and in 2023, it won the Winery of the Year title. THAYA is not entirely new to the Asian market – it already exports successfully to countries like South Korea.