Major Breweries Open Hands-On Facilities in Tokyo to Promote Beer Culture
In a bid to revive the declining beer market in Japan, major breweries have opened interactive facilities in central Tokyo, offering visitors a hands-on brewing experience and a deeper appreciation for their products.
Sapporo Breweries Ltd. launched the Yebisu Brewery Tokyo in the Ebisu district, showcasing the history of the iconic Yebisu Beer brand. Visitors can tour the brewing equipment, learn about the brand's legacy, and even taste freshly brewed Yebisu Beer on-site. This marks the return of brewing to Ebisu after a 35-year hiatus.
Asahi Breweries Ltd. followed suit with a pop-up facility in Ginza, immersing visitors in the world of their Super Dry beer. For a small fee, visitors can experience a simulated brewing process, enjoy a glass of Super Dry, and even learn to pour their own draft beer.
Kirin Brewery Co. revamped its Spring Valley Brewery Tokyo in Daikanyama, transforming it into a vibrant restaurant complex with a working brewery. This space combines art, music, and a diverse selection of craft beers, paired with delicious food.
These initiatives aim to counter the shrinking beer market, driven by a decline in alcohol consumption, especially among younger generations. By offering interactive experiences and promoting the craftsmanship behind their products, breweries hope to rekindle interest in beer and foster a deeper appreciation for its culture.
The Kirin Brewery official believes that hands-on experiences can generate positive online buzz, as young people are eager to share their unique encounters on social media. This strategy could potentially reach a wider audience and reignite the passion for beer among new generations.