Now that the fallout from the happoshu invasion is settling, there are two distinct trends in the beer market: “zero calorie” and “premium“.
Sapporo’s latest brew is the most expensive we’ve seen thus far (about $2.40 per can), and is taking a distinctly German approach in both form and branding. Edelpils is a hop-crazy pilsener that is so complex that it requires visual instructions just to know how to pour it!
Of course, the infographic on the can does more than just demonstrate proper pouring. Even though most Japanese have never even held a pilsener glass (much less own one), it’s a sign that Edelpils isn’t just a regular beer. It deserves care and attention, and even provides supplementary information for those who scan its QR code.
Is Japan is entering its Golden Age of Beer? It’s true, Japanese beer hasn’t exactly been known around the world for being for ale connoisseurs, but thanks to a ridiculous tax system that hikes prices based on the percentage of hops, brewers have made a concerted effort to improve the product or face annihilation at the hands of hop-free beer substitutes.
Michael is CEO and Co-Founder of the 
