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Period: to
Late Tokugawa Period
Period of political, economic, and trade consolidation, restriction, and cultural refinement. Dutch traders were the only foreigners able to trade until 1854. Western influence by the Dutch would had a great impact on Japanese culture, including beer. -
The First Taste of Beer
After tasting Dutch imported beer for the first time, a shogunate documents that the beverage is not to his liking. -
Beer is Brewed
Kawamoto Komin, a western studies scholar, is believed to have brewed beer in Japan for the first time based on Dutch documents. -
Japan Opens to the World (Again)
American Naval Commander, Commodore Perry, forces Japan to re-open the country to foreign trade. This would open Japan to foreign expatriates who would bring their knowledge of western technologies, including beer brewing techniques. Bass beer was being imported to Japan in small quantities around this time. -
Period: to
Meiji Restoration
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The First Expat Breweries
William Copeland, a Norwegian-American immigrant and beer apprentice, establishes Spring Valley Brewery in Yamate, Yokohama, the first beer brewery in Japan. Three Bavarian style beers (including a bock) are the first beers brewed in Japan. Sun Valley would close in 1884 and would become the birthplace of Kirin Beer.
G.Rosenfelts Japan Brewery is Started in 1869 also in Yokohama, and Hecht Brewery in 1870. -
The First Japanese Breweries
Shibutani Brewery in Osaka, as well as, Mitsu Uroku Beer in Kofu are established as the first Japanese run breweries. -
Sapporo is Created
Seibei Nakagawa, Japan's first brewmaster, begins work at Government sponsored Hokkaido based Kaitakushi Beer Company in 1876 and creates Sapporo Lager shortly after (named after the capital of Hokkaido) In 1886, the brewery is sold to private investors and the name is changed to Sapporo Brewery Ltd. Sapporo is the oldest Japanese beer brand today. -
Domestic Beer Exceeds Imports for First Time
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Kirin Beer is Born from Spring Valley
After acquiring the assets of defunct Spring Valley Brewery in 1885, Japan (Nippon) Brewery Company Ltd. started producing and marketing Kirin Beer in 1888. The name Kirin refers to the rarest of Chinese mythical creatures, which is believed to grant unbelievable fortune to those who witness a Kirin in the wild. -
Yebisu and the Japan Beer Brewery Company
Japan Beer Brewery Company was Tokyo's first major brewery. Founded in 1887, with the aid of a German brewmaster, they began selling Yebisu beer in 1890. Yebisu was named after the area of Tokyo it was brewed in. -
First Beer Boom
From 1890 to 1901, the Japanese Beer Industry exploded. From 1890 up until 1901, there were around 70-150 beer breweries established in Japan with about 100 different brands. Around this time, a single bottle of Yebisu beer cost around 3,000 - 4,000 yen, or roughly $32 due to reliance on imported materials. -
Asahi and the Osaka Beer Brewing Company
In 1888 Hiizu Ikuta was sent by Osaka Beer Brewing Co. to the School of Weihenstephen in Germany to study beer brewing. After returning, Ikuta was appointed as technical chief (brewmaster) of the Suita Brewery, an individual brewery owned by Osaka. Asahi (literally Morning Sun) was created at the Suita brewery and started selling in 1892. -
Fierce Competition Between the Major Four
Yebisu, Kirin, Asahi, and Sapporo fight for market share and enter each others markets, leading to rising cutthroat tension and eventual government action. -
Japans First Beer Hall is Established
The brewery behind Yebisu, Japan Beer Brewery Company, opened Japans first beer hall in Tokyo. -
The Beer Tax that Killed Micro Brew
In order to gain military funding and reduce fierce domestic competition, the Japanese government created a tax on beer. This tax immediately shut down the smaller breweries barely covering costs. As the tax increased more throughout the decade, most of the less notable breweries closed their doors. The tax forced the surviving breweries to merge. Even more, it forced breweries to forgo their German roots, ration hops and malt, and use rice, which gave birth to the "Japanese" light beer style. -
DaiNippon Beer Company
Intense and unresolved competition led to a merger between three of the largest breweries: Japan Beer Brewery Company (Yebisu), Sapporo Brewery, and Osaka Brewing (Asahi). The new formed corporation dominated 70% of Japanese beer at the time. DaiNippon was responsible for greatly improving large scale brewing practices and efficiency in using raw materials. -
Japan Brewery Becomes Kirin Brewery Company
Avoiding a merger with Dai Nippon, Japan Brewery is invested in by Mitsubishi and renamed Kirin Brewery Company, Ltd. It becomes part of the Mitsubishi Keiretsu (Group of shared businesses) so that it may survive against the Dai Nippon oligopoly. Kirin continued to import German raw materials and utilize assistance from German brewers. -
Even More Government Regulation
In order to maintain or qualify for a beer production license, the government raised the minimum production requirement to 180,000 liters annually. This essentially destroyed the free beer market in Japan, forcing any and all micro brewers to close down. Only Dai Nippon (Asahi, Yebisu, Sapporo) and Kirin (Mistubishi Group) were left standing. -
Period: to
Taisho Period
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First World War Spikes Demand
From 1914 onward, the war creates an economic boom in Japan, increasing demand for beer from salary workers in major cities. Japan beer also has its first real export opportunity: to fill the beer void in other Asian countries due to the halt of European production and exports. -
Period: to
Showa Period
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Yet Another Production Increase
The 180,000 production requirement is again raised to 1,800,000 liters annually due to heavily increased demand from advancing economic growth. -
Law Restricting Monopolies
Law 207 or the Elimination of Excess Concentration of Economic Power was enacted in order to dissolve many of the near monopolies that existed in Japan shortly after World War Two. Any company that had sufficient power and supply over its respective industry was forced to reduce their hold. This would affect the largest beer company in Japan (DaiNippon) which held over 70% of total domestic market share. -
DaiNippon Splits
Due to the enaction of Law 207 in 1947, DaiNippon was forced to reduce its hold on the market. The company split into Nippon Breweries, Ltd and Asahi Breweries, Ltd. Nippon Breweries (Sapporo & Yebisu) starts its own unique brand called "Nippon Beer" shortly after. -
High Demand Brings Back Sapporo
After 7 years without Sapporo or Yebisu on the market, the people force Nippon Breweries to bring back Sapporo beer. Sapporo is revived in its hometown, Hokkaido. Shortly after it is shipped across Japan once again. -
Orion Beer is Born
In May 1957, the Okinawa Beer Co. was established. In June 1959 year, the company held a public competition in order to adopt a fitting and familiar name for their upcoming beer. After sifting through 823 potential names, Orion Beer is chosen as well as its lasting three star logo. The name and logo are said to symbolize that Okinawa, like Orion, is the south star of Japan, while the three stars represent the hopes and dreams of its people. In July 1960, Orion bottled beer is launched. -
First Canned Beer in Japan
Asahi releases the first canned beer in Japan. -
2,000,000 liters
Yet again, the minimum production requirement was raised by 200,000 liters annually due to growing beer demand. All big beer companies really start to diversify their portfolio of products ranging from consumer goods to water in order to maximize profits around this time. -
Beer Overtakes Sake as Beverage of Choice
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Suntory Enters Beer Market
The Japanese Wine and Whiskey company Suntory, releases its first pasteurized beer in 1963. Releases its first draft beer in 1968, and eventually gains 10% of the beer market with Penguin Boy and other fad brands. -
Nippon Breweries Becomes Sapporo Breweries
With little demand for Nippon beer, Nippon Breweries changes its name to Sapporo Breweries and begins selling exclusively Sapporo beer. -
Yebisu Returns
Sapporo announces the return of Yebisu after... years. Yebisu Returns to the market as a premium all malt beer, brewed with no rice or cornstarch. -
Orion Becomes a Japanese Beer
The Okinawa Reversion Agreement is ratified, relinquishing U.S. control and returning Okinawa prefecture to Japanese sovereignty. Orion beer becomes a full fledged Japanese beer (abide by tax and production rules?) -
The Bud Light of Japan
Asahi releases Asahi Super Dry, which would become Japans flagship beer across the globe. -
Period: to
Heisei Period
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The Worst and Best Year for Beer in Japan
Due to the worst recession in recent Japanese history, minimum production drops from 2,000,000 to 60,000 L, allowing new ji biiru breweries to try their hand in the beer market since 1959. At the same time, the big breweries, in an attempt to remain profitable by avoiding as much taxation as possible, start to create substitution beers brewed with less malt content. These second rate beers take off due to lower pricing and greater marketing strength. The emerging craft beer market slowly grows. -
Happoshu "beer" is Introduced
In order to avoid the heavy tax burden on beer, Suntory creates Hops Draft, a beer made with less than 67% malt. This beverage gave rise to the second category of beer beverages, "Happoshu" (bubbling spirits), which was not considered beer. Popularity in the new beverage category raised the tax on Happoshu to beer levels. Happoshu is now defined as being made with less than 25% malt. very popular because of its lower price per can by 30-40 yen. -
Yo-Ho Brewery is Founded
After studying abroad and tasting beer in America, founder of Yo-Ho, Keiji Hoshino , realized just how lame Japanese beer culture really was. He decided to bring Ale to Japan. Released in 1997, Yo-Ho's beer recipes were honed over time by Toshi Ishii who gained his skill from Stone in California. -
2nd Wave Craft Breweries Peak
Since the production reduction, The rush to start brewing increased the amount of craft breweries (ji-biiru). These small breweries peak at around 300, albeit many were very low quality. Eventually they condensed down to 200. -
Japans Smallest Licensed Brewery Opens
Pacific North West American brewers Bryan and Sayuri Baird start Baird Brewery. Baird is becomes the smallest licensed brewery ever in Japan, opening its doors in an old fish market. Since inception Baird has started exporting to the U.S. -
Asahi Overtakes Kirin
Thanks to the long term success of Asahi Super Dry, Asahi becomes Japans beer leader. -
Daisan "beer" is Introduced
Sapporo Releases Draft One, Japans first no-malt Daisan (Third Category) "beer" in order to evade further taxation. Daisan beverages are made from soy and pea protein or a mix of cheap spirits and Happoshu in order to approximate a beer like flavor. These beers are marketed in Japan as a healthy alternative to beer due to the lack of carbs. This category is produced by the other breweries and makes up a large part of the Japanese "beer" selection because of a reduced price per can by 40-65 yen. -
Craft Beer Bars Increase
The craft beer bars in Tokyo hit around 200, up from 50 in 2006. -
Japanese Big Beer Enters the Craft Market
Kirin enters the craft beer market by starting subsidiary Spring Valley Brewery, which has opened two brewpubs in Yokohama and Daikanyama. Named after the original and first brewery in Japan (which Kirin took over in 1886), the 200 seat SVB pubs serve 6 house beers in a modern American style brewery. You can even tailor the bitterness. It seems that big beer in Japan has come full circle, revitalizing its historic beer roots while also entering the booming craft beer market. -
Minoh Beer, True Craftsmanship
Minoh Brewery in Osaka started brewing beer in 1996. From the beginning, brewmaster Kaori Oshita, along with her mother and two sisters have been the dominant workers in the brewery. Being a woman business owner, especially one of a brewery, in Japan is almost unheard of. Oshita focuses on the quality of her beer above anything. Since 2009, Minoh Beer has won gold every year, specifically with their stout and imperial stout. In 2016, their Classic Irish Dry Stout won gold at the World Beer Cup. -
Sapporo Purchases Anchor Brewing
Sapporo Holdings, Ltd. buys out oldest American brewery Anchor for $85 Million. -
Japanese Beer Today
Big Beer Market Share 2015:
Asahi 35.5%
Kirin 30.3%
Suntory 15.3%
Sapporo (and Yebisu) 10.2%
Orion 0.8%
Total of 92% of beer market Craft beer is 1%. Rising steadily. Focus on quantity over quality. Yo-Ho widely available in supermarkets and starting to sell in restaurants and pubs. Craft Beer demographic is 30-50 year old men, but women are growing interested.
Happoshu and daisan styles are widely consumed.
