Japan Eats

Japan Macros Posing as Craft Beer

Suntory will debut its "Craft Select" line in May 2015.

Suntory will debut its “Craft Select” line in May 2015.

Finding decent beer in Tokyo used to be as bitter as a custody hearing.

But beer lovers have more to smile about these days. Domestic craft breweries have stepped up, and importers are sourcing decent brews at (increasingly) reasonable prices. Don’t believe me? You can’t do better than to read through the Japan Beer Times for ongoing commentary on Japan’s growing relationship with craft beer.

Unsurprisingly, macro brewer Kirin recently purchased Yo-Ho Brewing in order to stay abreast of the trend towards small(er) batch beer and drinks with more complexity and depth. Nagano-based Yo-Ho makes the surprisingly easy to find Yona Yona (American Pale Ale) as well as Aooni (American IPA), Tokyo Black (Porter), and several Karuizawa Kogen branded labels. Now that they’re privy to Kirin’s distribution network, look for them to pop up just about everywhere in the coming months. They won’t blow a true beer otaku’s kilt up, but they’re a good deal superior to anything that the macros have ever made.

Shots have been fired, so to speak. Consider this the first obvious example that Japan’s biggest brewers are going to start absorbing decent craft outfits. Expect several more before the 2020 Tokyo Olympics, all of which will stab beer geeks straight through the heart.

Another one of Japan’s macros, Suntory, is about to throw its hat into the ring with a pair of “craft” beers on May 12th. They plan to offer canned pale and brown ales to their suddenly choice-flooded fans under the “Select Craft” label. The pale ale allegedly uses cascade hops which guarantees that many folks will try at least one.

All of this raises an important question, however. Should beer lovers be receptive to the sudden change of face on the part of the macro breweries? After all, they’ve resisted, and in many cases actively thwarted, the rise of Japanese craft for about 20 years, a mirror image of what’s happening in many other parts of the beer-adoring world. Sam Calagione, the head of the inimitable Dogfish Head, argues that we most definitely should not give them our money because their endgame is to limit choice.

And at this point, Japan Eats agrees. Remember, the battle to find good beer in Japan isn’t nearly as bitter as it used to be. So no matter where you are, support your local brewer.

About Christopher
Christopher is a certified Shochu Sommelier (SSI and FBO) and author of "The Shochu Handbook" (Telemachus, 2014). He also hosts JE's Japan Booze Blind video series and tireless alcademic (his word for alcohol nerd/otaku/academic), You can find him on Twitter, IMDb, or at a CAST Meetup.

Comments

One Response to “Japan Macros Posing as Craft Beer”
  1. Nihon Scope says:

    I’ve seen these around at Aeons I believe I’ve yet to pick them up… I’m a pretty big beer person, but I’ve been slow to try a lot of the beer here in Japan so far.

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