Rice mould beer anyone?

Yo-Ho Brewery is the largest craft beer producer in Japan, which makes them: kinda big.

Beer is by far the most popular alcoholic drink in Japan. Indeed, the Land of the Rising Sun consumes nearly 6 billion liters of beer annually, twice the amount of all other alcoholic beverages combined.

Most of us will be familiar with the main pale beer producers Asahi, Kirin, Sapporo or Suntory. But the craft beer revolution in Japan is set to change that as Yo-Ho eye up the growing consumer demand in Europe for craft beer.

Yo-Ho is a brand that pays much attention to its production but also to the design of its cans. According to the taste and the brewing of the beer, cans offer a variety of several graphics models. “Suiyoubi no Neko” is rather light and fruity while “Yona Yona”, more bitter, apparently ideal with a ramen (quick cook noodles).

The brewery masters of Yo-Ho are constantly racking their brains to come up with a beer that would express Japanese character and attributes. The designs above signal an experience that is far from mainstream.

 From time to time, they also make wicked special brews that use some ingredients unique to Japan - whether it is the rice mould koji used in sake brewing or the fish shavings katsuobushi. Yum.

 According to Board bia, on shelf imports represent as much as 90% or more of craft beer sales in Ireland. With the category growing 43% in 2012 and with a similar level of growth indicated in 2013, this represents a significant opportunity for import substitution. I for one will be interested to see how Yo-Ho fare against substantial local competition.

Pint of Crean’s anyone?