The Japanese Craft Beer Invasion!

Well maybe not an invasion on the scale of the 1941 incursion, but clearly some Japanese craft breweries are targeting the states.

Here’s the deal…

Japanese Craft Beer, an industry association made up of 22 craft beer producers, introduced its first marketing and visibility campaign in the US on the west coast last month and unlike Pearl Harbor, the response has been overwhelmingly positive, even in beer-rich state like California.

The Drink in a New Language campaign invites beer-loving Americans to explore what Japanese craft beer is doing. And given Japan’s emergence as craft beer leader in Asia, its timing couldn’t be better.

With its roots firmly planted in the ancient art of sake making, the modern Japanese craft beer movement really got its start in 1994 following industry deregulation that allowed smaller beer makers to flourish.

And while more traditional German beer styles ruled at first (no jokes please), the industry has broadened its portfolio over the years to include pale ales, stouts and IPAs, that now challenge America’s best!

With brands like Hitachino Nest Beer having already established a following among America’s more informed craft beer consumers, the visiting brewery association hopes to further their reach into America’s beer-savvy West Coast.

Beer authenticity is key according to Toshiyuki Kiuchi, Vice President of Kiuchi Brewery…

“While our beer is inspired by Western traditions, many differentiating factors contribute to making our products unique, including the impact of 190-year-old sake brewing traditions, local ingredients and a dedication to craftsmanship that can only come from Japan.”

With the help of FOODO (Japan Food Product Overseas Promotion) more than two dozen Japanese brewers recently threw a launch party in LA that introduced both industry professionals and West Coast millennial urbanites to some of Japan’s most exciting brewers and exotic Asian brewing ingredients.

“Japanese craft beer boasts unique attribute hat are sure to appeal to American consumers,” said Hiroki Oizumi, Director General with the JFOODO…

“Beer lovers will discover quality brews of great character that are hand crafted with extreme attention to detail and unique ingredients from all corners of Japan such as yuzu, sansho (Japanese pepper) or matcha.”

Like American craft brewers, the Japanese Craft Beer association is passionate about spreading “the love” and their beer. And it’s going to be interesting to watch Japan attempt a craft beer invasion.