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Japan’s biggest beer brands are famous for their quality, unique flavors, and rich history. Home to a wealth of tradition and innovation, the country’s brews have captured local tastes for generations.
Among these, Asahi, Kirin, Suntory, and Sapporo dominate the market. These brands offer a variety of beers, each with its own distinct taste and appeal.
Through brief accounts of their origins, impact, and flavors, this report aims to impart what makes each uniquely Japanese.
Asahi: A Pioneer in Japanese Beer
- Price: Typically around 200-300 yen per can ($1.43 – $2.14 USD).
- Regions Where Made: Yokohama, with brewing facilities also in Nagoya and Fukuoka.
- Taste: Crisp, clean, with a dry finish known as “karakuchi.”
- Interesting Fact: Asahi Super Dry, introduced in 1987, was the first dry beer in Japan and revolutionized the market.
- How Many Are Sold Per Year: Approximately 100 million cases annually.
Asahi Breweries, established in 1889, is one of Japan’s oldest and most respected beer manufacturers in the whole beverage market. Asahi Super Dry, introduced in 1987, revolutionized the beer market with its crisp, clean taste and dry finish, known as “karakuchi.”
Asahi uses select grains and hops sourced worldwide based on strict criteria to maintain flavor consistency and promote sustainability. Barley with high starch content and both noble style bitter and fine aroma hops are key contributors to Super Dry’s smooth taste.
This beer’s lightness and refreshingly dry flavor make it a perfect companion for sushi and sashimi. Asahi Super Dry quickly became the best-selling beer in Japan, maintaining a strong market presence both domestically and internationally.
The company also produces Asahi Draft and Asahi Prime Rich, catering to different taste preferences.
Personally, I think that with Asahi it varies massively depending on where it is brewed, the Japanese version is a really great lager IMO. The Italian brewed version that is quite common in Europe however isn’t that great in comparison. This beet is a perfect pilsner to pair with your food.
David Beckham: “Asahi Super Dry is one of my favorites. It’s clean, refreshing, and goes down smoothly. It’s a beer that fits any occasion.”
Kirin: Tradition Meets Innovation
- Price: Generally between 200-300 yen per can ($1.43 – $2.14 USD).
- Regions Where Made: Yokohama, with additional breweries in Kobe and Tochigi.
- Taste: Rich malt flavor with a slightly sweet finish.
- Interesting Fact/Information: Kirin Ichiban Shibori is brewed using only the first press of the wort, ensuring a pure and rich flavor.
- How Many Are Sold Per Year: Around 90 million cases annually.
Kirin Brewery, another giant in the Japanese beer industry, traces its roots back to 1869. Kirin’s most famous product, Kirin Ichiban Shibori, is brewed using only the first press of the wort, ensuring a pure and rich flavor.
This brewing method gives the beer a distinct maltiness and a slightly sweet finish. Kirin Lager, known for its balanced taste and moderate bitterness, is another popular offering.
The company’s dedication to quality and tradition, combined with innovative marketing strategies, has kept Kirin at the forefront of the beer market.
Gordon Ramsay: “Kirin Ichiban is fantastic. The balance and purity of flavors make it a great choice for any dish. It’s brewed with such precision, that you can taste the dedication.”
Sapporo: Quality and Heritage
- Price: Usually 200-300 yen per can ($1.43 – $2.14 USD).
- Regions Where Made: Hokkaido, with brewing facilities also in Sendai and Chiba.
- Taste: Robust, full-bodied flavor with balanced bitterness.
- Interesting Fact/Information: Sapporo is Japan’s oldest brewery, founded in 1876, and is known for its iconic star logo.
- How Many Are Sold Per Year: Approximately 70 million cases annually.
Sapporo’s Foundation (1876), is European in origin. Thanks to the rebellious nature of its original brewmaster Seibei Nakagawa. Having fled from Japan in 1865, which at the time was strictly forbidden and punishable by execution, the then 17-year-old Nakagawa spent the following years traveling Europe, before becoming a certified brewmaster at the Fürstenwalde plant of the Berlin Beer Brewery.
Upon his return to Japan, Nakagawa used his newly learned European brewing methods to create the Sapporo Premium beer we drink today.
The brewery also produces Sapporo Black Label, which has a lighter body and is targeted at domestic markets. Sapporo’s beers are known for their high-quality ingredients and meticulous brewing process.
The brewery’s historical roots and commitment to excellence have earned it a loyal following both in Japan and abroad.
Keanu Reeves: “I love Sapporo Premium. It has this deep, rich flavor that feels authentic and satisfying, especially after a long day. It’s one of my go-to beers.”
Suntory: Premium and Craft Beers
- Price: Around 200-300 yen per can ($1.43 – $2.14 USD).
- Regions Where Made: Osaka, with brewing facilities also in Tokyo and Fukuoka.
- Taste: Rich malt flavor with aromatic hops.
- Interesting Fact/Information: Suntory Premium Malts uses diamond malt and natural spring water, giving it a distinctive umami taste.
- How Many Are Sold Per Year: About 50 million cases annually.
Suntory, established in 1899, is renowned for its premium and craft beers. The Suntory Premium Malts, a European-style pilsner, stands out for its rich malt flavor and aromatic hops. This beer is brewed with diamond malt and natural spring water, giving it a distinctive umami taste.
Suntory’s innovation extends to its craft beer line, including limited-edition brews that showcase unique flavors and ingredients. The company’s dedication to quality and craftsmanship has made Suntory a favorite among beer enthusiasts.
Scarlett Johansson: “Suntory Premium Malts has this beautiful richness and depth. It’s a beer that you can savor slowly, perfect for unwinding.”
The Unique Characteristics of Japanese Beers
Japan’s biggest beer brands often incorporate rice in their brewing process, resulting in a lighter, cleaner flavor. This characteristic is evident in popular beers like Asahi Super Dry and Kirin Ichiban Shibori.
Japanese beers typically have lower malt content and a mild sweetness, appealing to a broad range of palates. The concept of “karakuchi,” or dry finish, is a signature feature of many Japanese beers, providing a refreshing and crisp drinking experience.
Anthony Bourdain: “Japanese beers, like Asahi Super Dry, are perfect for pairing with the amazing variety of food here. It’s light, crisp, and refreshing – exactly what you need with sushi or yakitori.”
Traditional Beer vs. Happoshu
Traditional Japanese beer must contain at least 50% malt content. These beers are typically lagers produced by major breweries such as Asahi, Kirin, Sapporo, and Suntory.
In contrast, happoshu, meaning “sparkling alcohol,” is a low-malt beverage with less than 67% malt content. Due to its lower malt content, happoshu is taxed at a reduced rate, making it more affordable for consumers.
To achieve the beer-like flavor with reduced malt, brewers often use alternative ingredients such as corn, soybeans, or starches.
Third-Category Beers
Beyond happoshu, Japanese brewers have developed “third-category” beer-like beverages, known as daisan no bīru or “new genre” beers.
These contain little to no malt and instead utilize ingredients like pea protein or soy peptides. This innovation allows them to fall into even lower tax brackets, offering consumers cheaper alternatives to traditional beer and happoshu.
Tax Law Revisions
Japan’s alcohol tax system has undergone revisions to address the evolving beer market. A significant change in 2018 lowered the malt requirement for beverages classified as beer and expanded the list of permissible ingredients.
Additionally, a plan was introduced to equalize the tax rates for beer and happoshu by 2026, potentially diminishing the tax advantages that have made happoshu and third-category beers popular.
The “Dry Wars”
In the late 1980s, Japan’s beer industry experienced the “Dry Wars,” a period of intense competition sparked by Asahi’s introduction of Asahi Super Dry in 1987.
This new “dry” beer, characterized by a crisp and less bitter taste, quickly gained popularity, prompting competitors like Kirin, Sapporo, and Suntory to develop their own dry beer variants in an effort to reclaim market share.
Kirin Nodogoshi Nama
Kirin’s Nodogoshi Nama is a notable product in the third-category segment. Launched to offer a beer-like experience at a lower price point, it utilizes soy protein instead of malt, allowing it to benefit from favorable tax rates.
Its popularity reflects consumer demand for affordable alternatives to traditional beer.
Microbreweries and Craft Beer
The Japanese beer market has also seen growth in microbreweries and craft beer, especially after regulatory changes in 1994 that lowered the minimum production volume required for a brewing license.
This shift allowed smaller breweries to enter the market, contributing to a more diverse beer landscape and offering consumers a wider range of flavors and styles.
Availability of Japanese Beer Internationally
Japanese beer has established a significant presence in international markets, with major brands like Asahi, Kirin, Sapporo, and Suntory leading the expansion.
These breweries have adopted various strategies to enhance their global footprint, including exporting products, forming strategic alliances, and establishing overseas production facilities.
Export Growth and Market Presence
Japan’s beer exports have seen substantial growth in recent years. In 2023, the export volume reached approximately 137.9 million liters, nearly doubling from the previous year. This surge reflects the increasing global demand for Japanese beer.
The export value of domestically produced beer from Japan also saw a significant rise, reaching almost 18 billion Japanese yen in 2023.
Key export destinations include South Korea, Chinese Taipei, China, Mongolia, and the United States. Notably, exports to South Korea have experienced a resurgence, with imports of Japanese beer increasing by nearly 70% year-on-year, coinciding with improving bilateral relations and a favorable exchange rate.
Overseas Production and Strategic Alliances
To meet international demand and navigate local regulations, Japanese breweries have established production facilities abroad and entered into strategic partnerships:
- Asahi: Asahi Super Dry is widely available in North America and Europe, reflecting its global appeal.
- Kirin: Kirin holds a 48% stake in San Miguel Brewery, the dominant brewer in the Philippines, and has a 100% stake in Lion Nathan Limited, which has significant operations in Australia and China.
- Sapporo: Sapporo acquired Sleeman Breweries in Canada and has production facilities in the United States, including the acquisition of Anchor Brewing Company and Stone Brewing.
Distribution Channels
Japanese beer is accessible through various distribution channels globally:
- Retail Outlets: Supermarkets and convenience stores in many countries stock Japanese beer brands, making them readily available to consumers.
- Restaurants and Bars: Japanese beers are commonly featured in restaurants and bars, particularly those offering Japanese cuisine.
- Online Platforms: E-commerce platforms have expanded the availability of Japanese beers, allowing consumers to purchase them directly.
Regional Origins and Brewing Techniques
The origins of these beers are deeply rooted in different regions of Japan. Asahi and Kirin were established in Yokohama, a key port city that facilitated the introduction of Western brewing techniques.
Sapporo, as its name suggests, originated in Hokkaido, known for its pristine natural resources. Suntory, based in Osaka, leverages the region’s rich brewing history and access to high-quality ingredients. Each brewery’s regional heritage influences its brewing techniques and the unique characteristics of its beers.
Price and Accessibility
These japanese beers are reasonably priced, making them accessible to a wide range of consumers. A typical can of Asahi Super Dry or Kirin Ichiban Shibori costs around 200-300 yen in Japan.
These beers are also available in various sizes, from small 135 ml cans to large 1-liter bottles, catering to different consumption preferences. The affordability and availability of these beers have contributed to their widespread popularity.
Conclusion
Japan’s biggest beer brands are definitely worth exploring. They reflect both constancy and change. Anchored by household names and regional ties spanning over a century, these breweries have adapted to shifting demands while staying true to their roots.
Between balanced tastes, fair pricing, and strong cultural associations, their enduring appeal at home and beyond seems assured. As trends evolve globally, it will be intriguing to observe how tradition and experimentation remain mutually reinforced in Japan’s liquid legacy.
For audiences near and far, these brands invite discovery of what lies beyond labels – the creativity and character of a vibrant brewing culture.
