Japanese brewers turning to craft beer

Major Japanese brewing companies are stepping up development of craft beer amid falling domestic demand. Domestic beer shipments declined for 9 consecutive years until 2013 when they hit a record low. One reason is that younger drinkers are choosing other beverages. In an effort to reach new markets, beer companies are developing craft beers with unique flavors and aromas. They're produced mainly in microbreweries. Kirin Brewery will set up small brewing facilities at its plants in Yokohama and Tokyo. The company will start selling 10 varieties of craft beer online later this year. A Kirin official says craft beer accounts for less than 1 percent of Japan's beer market, while it amounts to around 14 percent in the United States. He says there is potential for growth. Asahi Breweries plans to launch 4 varieties of craft beer beginning in February. Sapporo Brewery is also considering increasing production of craft beer this year.

 

NHK World (January 2, 2015)