Beer consumption in Japan dates back to the establishment of the trade route between the Dutch Empire and Japan, when Dutch sailors brought the first beer to the country. During the Meiji Period (1868-1912), Germany re-introduced not only beer but also manufacturing and brewing techniques. It was during this time that Japanese style commercial brewing was born and has since become instrumental in its spread throughout Asia. Since then, beer has become the alcoholic drink of preference for Japanese people.
Over the years, drinking beer has become a popular pastime and many people in Japan frequent open-air beer gardens during the hot summer months. In fact, beer is so popular in Japan that it can be found almost anywhere, including vending machines throughout the country, which are a favorite of many foreigners visitors and residents of Japan.
Japanese Beers
Once known for being a place where one could only find beers light in taste, the Japanese palette has come a long way over the past 20 years and there are now many different types of beer produced in Japan, including stouts, lagers, ales, weizens, and more. Beer sales in Japan are a monopoly of the four big breweries: Asahi, Kirin, Sapporo and Suntory. Notable among smaller beer brands is the Waoh from Yamato Brewery in Nara, the Doppo from Okayama, Csarda from Kobe Brewery, Sankt Gallen from Tokyo, the dark ale from Hida Takayama Brewery, the Sweet Weitzen from Satsuma Brewery in Kagoshima, and Blanche from Shirayuki in Hyogo Prefecture to name a few.
Healthier Beers
With the rapidly increasing ageing populace and expanding health consciousness among consumers in Japan, so-called 'healthier beers' are becoming a more popular alternative for many Japanese people. 'Healthier beers' entered the market by promoting a sexier physique, rather than a plump, barrel shaped body associated with the infamous beeru bara, otherwise known as 'beer belly'. These new generation beers have reduced carbohydrates content to as much as 60%, purine to 90%, and calories to only 50% of standard lager bottles.
Among the more popular 'healthier beers' are the Kirin Super Alpha launched in October by Kirin Brewery, the Shin Diet Nama by Suntory, and the Kireaji-Nama also by Suntory which is a special beer free of carbohydrates. It is important that carbohydrates, calories, and purine in beer be regulated as they can cause a variety of maladies, including pain and discomfort to bone joints.
Premium Beers
Premium beers used to be served only in pubs and restaurants in Japan, but recently more and more breweries are packing their higher-end beers in bottles and cans so consumers can enjoy drinking them at home. However, as a consequence of the Japanese government's increase in taxes on premium beer with malt content of over 67%, more and more consumers are shifting to low priced alternatives such as happoshu or other alcoholic drinks available on the market.
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