Japan will uncork the first 2008 Beaujolais Nouveau this week but sales are likely to fall for a second straight year due to a higher price tag and the economic crisis, industry officials said Monday.

The third Thursday in November traditionally marks the official uncorking of the new season's Beaujolais around the world, and the Japanese are the first in the world to get a taste of the light red wine because of their time zone.

Asia's largest economy is the world's biggest importer of the wine, but with its economy in recession, fewer Japanese are expected to raise their glasses this year.

Asahi Breweries, one of the biggest importers and distributors of the wine in Japan, expects sales to fall 20 percent from 2007 to 6.48 million bottles.

But company spokesman Hajime Ogawa brushed aside concerns that this could be a sign of waning popularity as Japanese become more sophisticated in wine-tasting and selection.

"On the contrary, I think the supply has been coming to a good level to meet demand. Stores suffered excess stock in recent years, which we believe is one of the reasons for the dwindling scale of imports," Ogawa said.

In 2007, 8.26 million bottles were sold here, down 20 percent from the previous year, due to the strong euro, said Jean-Charles Crouin, director of Sopexa, a group that promotes French food and drink.

The record was 12.5 million bottles sold in 2004, after a shortage in the previous year due to drought.

According to another importer, Mercian, the effects of the current economic slowdown have started to trickle down to wine consumption. Official figures showed Monday Japan is in recession for the first time in seven years.

"In addition, retailers are becoming more strategic, and shortening the Beaujolais season in order to begin selling sparkling wine and champagne ahead of the year-end holiday season," said a Mercian official.

Nevertheless, Sopexa's Crouin expects sales to rebound in 2009 helped by a weaker euro, which will make the wine more affordable.

He noted that when big orders for this season's wine were placed in June the euro was much higher against the yen than it is today.

As a result, this year's Beaujolais Nouveau is likely to sell for around 3,000 yen (31 dollars) a bottle, compared with 2,500 yen last year.