• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • About Craft Brewing Business

Craft Brewing Business

Professional Insight, Unfiltered

Craft Brewing Business Craft Brewing Business
  • News
  • Business & Marketing
  • Packaging & Distribution
  • Equipment & Systems
  • Ingredients & Supplies
  • Webinars & White Papers
  • News
  • Business & Marketing
  • Ingredients & Supplies
  • Packaging & Distribution
  • Equipment
  • Webinars & White Papers
  • COVID-19

Japanese craft brewers launch Drink in a New Language marketing campaign in the U.S.

October 8, 2018Pretty Much a Press Release

Kaley Cuoco with Hiroki Oizumi, director general, JFOODO for Japanese craft beer. Cuoco was a guest of honor and gave interviews during the launch event.

The JFOODO (the Japan Food Product Overseas Promotion Center) was established by the Japanese government in 2017 as part of the Japan External Trade Organization. The JFOODO devotes its resources to the branding of Japanese agricultural, forestry, fishery and food products. It’s now ready to brand Japanese craft beer in America.

This fall JFOODO and 22 Japanese craft brewers will help launch their first marketing and visibility campaign in the United States. With Drink in a New Language, the industry association of 22 producers invites Americans to discover the authenticity, richness and unique flavor profile of Japanese craft beer. With a focus on the West Coast, the campaign kicked off with a Japanese beer garden party in late September.

Born in 1994 following industry deregulation that allowed smaller beer makers to acquire brewing licenses, the Japanese craft beer movement has its roots firmly planted in traditional sake making. While German-Bohemian beer styles (alt, kölsh, pilsner) ruled at first in the 1990s and early 2000s, the industry has since widened its product portfolio to include seasonal pale ales, stouts and IPAs, among others, that today will delight both beer amateurs and connoisseurs alike. To be considered craft brewers, Japanese breweries need to produce a minimum of 60,000 liters of beer a year.

A JFOODO 2018 comparative study among 447 craft beer consumers in New York, San Francisco and Los Angeles unveiled that 80 percent of respondents would want to try Japanese craft beer.

“Japanese craft beer boasts unique attributes that 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.”

“Our craft beer is authentically Japanese,” added Toshiyuki Kiuchi, vice president of Kiuchi Brewery, known for its Hitachino Nest Beer. “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.”

Dig this unique hybrid Presrv kegerator and beer cooler by Zephyr (with a triple tap option!)
taproom-chicago
Lagunitas Chicago Taproom reopens in April
MONTUCKY-HERO-IMAGE___
Montucky Cold Snacks offers hilarious prizes to winner of Mascot Contest
BlueOxMaltCupPR
Root Shoot Malting, Blue Ox Malthouse highlight Malt Cup Award winners

Reader Interactions

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • Blue Moon plans limited run under its original name, Bellyslide Wit, coinciding with baseball season
  • Craft sales continue to struggle in 2023, NBWA March Beer Purchasers’ Index confirms
  • Sockeye Brewing’s new Alehouse has one of Boise’s largest outdoor patios + a 9-hole putting course
  • Distribution update: pFriem Family Brewers goes to LA + news from Wiseacre, Anderson Valley, FÜL and more

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • Craft sales continue to struggle in 2023, NBWA March Beer Purchasers’ Index confirms
    March 30, 2023
  • Distribution update: pFriem Family Brewers goes to LA + news from Wiseacre, Anderson Valley, FÜL and more
    March 29, 2023
  • Watch how White Labs’ WLP077 Tropicale yeast intensifies fruity flavors in hop compounds
    March 29, 2023
  • Boston’s Dorchester Brewing and Yakima Chief Hops team up to offer contract breweries discounts on hops
    March 28, 2023
  • 10 craft beer variety packs that have us excited to try new beer
    March 27, 2023
  • Take a look at Jack’s Abby’s renovated Beer Hall and its sweet new Tradition Meets Tech pilot system
    March 27, 2023

Footer

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Contact Us
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

© 2023 · CBB Media LLC