Among Japan’s many izakaya pubs, laughter and delight amongst brimming glasses of beer, as the word “Kanpai!” echoes across the city back streets may enlighten passers-by with a FOMO (fear of missing out) sensation.
Japan’s national treasure of old sake is seen as the nation’s favourite drink. However, the popularity of Japanese beer or Bīru (ビール ) has skyrocketed in the latter part of the twentieth century. As a result, it has long surpassed Japanese sake as the nation’s favourite beverage.
Beer, originally a Dutch import during the Edo period, made its way to the heart of Japanese rituals and has since established an iconic drinking culture in Japan. In addition, certain etiquettes complement Japanese traditions, and social drinking with friends, family, and co-workers is sacred amongst the Japanese way of life.
As most love a refreshing glass of ice-cold Asahi, names like Asahi Super-dry, Sapporo, and Hitachino rock bars across the globe, leaving a lasting impact on beer lovers like ourselves.
We chose to explore the popularity of Japanese beer brands, including Japan’s renowned drinking culture and elements of Japanese history that shaped the Japanese beer industry into a global sensation over time.
At Japan Nakama, we enjoy a good history lesson, and the origins of Japanese beer serve as a fascinating journey.
Dutch sailors and traders who constructed a beer hall in Nagasaki during the Edo period(江戸時代 1603 -1876) were the first to bring beer to Japan. However, the Dutch were banished from Japan soon after, and beer was then inaccessible in Japan.
However, the Meiji period (1868-1912) saw foreigners allowed to re-enter Japan, and in 1869, Japan’s first brewery was established. It was known as the Spring Valley Brewery, which would then become the Kirin Brewery Company.
Sapporo’s Kaitakushi Brewery was originally established in 1876 and was then commercialized as Sapporo Beer in 1886. After that, Kirin Beer Company was the most prominent brewery in Japan, which dominated 50% of the market share.
Japan’s iconic brand Asahi first originated in 1889 as the Osaka Beer Company (大阪麦酒会社). Asahi breweries became an independent entity in 1949 and have since become a worldwide brand. 1987 stands as an iconic year for the Japanese beer industry as Asahi Super Dry was introduced and has since become the nation’s preferred beer of choice.
The establishment of three major Japanese beer breweries during a thirty-year period essentially defined the birth of Japanese beer, both domestic and international.
Drinking Culture in Japan
It’s essentially considered a must, especially for businesses, to establish excellent working practices, that company staff and senior members go out for a couple of beers. It’s an opportunity to tear down social boundaries, drink, and chat without the conventional limits of workplace environments.
Izakaya bars are the heart of Japan’s rich drinking culture. Many company traditions involve co-workers, both young and old, to break bread, mingle and toast while enjoying a refreshing glass of beer. Japanese for ‘Pub,’ Izakaya are often small, including a bar and a handful of tables, making the environment cozy and welcoming.
Izakaya menu selections often have a wide range, with the same price policy for each meal. This not-so-common western rule gives customers more freedom to try different dishes upon each sitting. Traditional dishes like tsukemono (pickled vegetables), sashimi slices, or a selection of tofu or noodle dishes serve as a go-to Izakaya choice for after-work meals.
Drinking usually serves as the primary act when gracing an izakaya. However, even if drinkers intend to enjoy sake or cocktails, most evenings begin with a beer, as all customers can relate to wanting a well-awaited, after-work drink. Beverages like wine or whiskey are less common, but most izakayas will have both on offer if required.
For those who visited Japan, spotting salarymen or locals passing by at stations, parks, or other outdoor environments sipping a can of Asahi isn’t uncommon. Public drinking is largely tolerated and permitted in most areas. Walking while drinking, on the other hand, is frowned upon, especially in major cities.
Beer is widely accessible at supermarkets, convenience stores, and train station stalls, typically offered in 350 and 500 ml cans. Some manufacturers sell their beer in 250 ml and even 135 ml cans, depending on the brand. Dispensers serving beer have become more scarce in recent years, except hotels and hostels, which remain frequent.
Japan never disappoints when it comes to traditional customs, and drinking includes a few:
- Always pour each guest’s glass before your own. It shows appreciation for one’s company and politeness to allow others to pour when a successor takes over. Traditionally, employees will pour their boss and senior company members glass first to show respect.
- Hold fire on your first sip until everyone’s glass is filled and ready to rock.
- Kanpai! (カンパイ). Upon raising your glass, allow friends and colleagues to clink to Kanpai, meaning ‘empty the glass,’ which signifies the universal word for cheers.
