-
Does Reiwa Beer capture all the fun and excitement of entering a new era?
投稿日 2019年5月6日 10:00:33 (ニュース)
-
続・お知らせ。海外セレブゴシップ&ニュース
-
お知らせ
-
We spot the legendary dekotora Aki Kannon, dedicated to actress and singer Aki Yashiro
-
New Pokémon GU collaboration dresses all the family, including babies for the first time
-
How do European Cup Noodles taste to a Japanese palate?
-
We’ve been doing it wrong – Japanese genius shows us how we should all be making sandwiches【Pics】
-
The future is now with full face sunglasses
-
Natto-infused ramen is a thing — we tried it, we love it【Taste test】
-
Jellyfish and Halloween in perfect harmony at Sumida Aquarium event
-
Japanese toilet paper collection opens our minds as we open our butts
-
Aomori police on the lookout for man shouting unsolicited advice at kids about dating and ramen
-
Former Arashi members Sho Sakurai and Masaki Aiba get married… Wait, that didn’t come out right
-
Creator of Japan’s longest-running manga, Golgo 13, passes away, leaves fans one last gift
-
Crazy cheap cosplay at Daiso? How to transform into Dragon Ball’s Vegeta at the discount shop
-
7 Halloween-themed afternoon teas you won’t want to miss this year
-
Krispy Kreme Japan creates doughnut burgers that are a meal and two desserts all in one【Photos】
-
Get in the damn drift car, Shinji? Evangelion Tomika toy brings D1 machine home in miniature form
-
Demon Slayer Nichiren Blades ready for new duty: Slicing through your sweets as dessert knives
-
Man in Japan arrested for breaking into ex-girlfriend’s apartment to steal her Nintendo Switch
-
The Japanese Internet chooses the top too-sexy-for-their-own-good male voices in anime
-
First-ever Studio Ghibli x Russell Athletic range pays homage to My Neighbour Totoro
-
Super Nintendo World at Universal Studios Japan announces first expansion with new Donkey Kong area
-
Cup Noodle pouch satisfies our never-ending need for instant ramen
-
Retro Japanese train is our new favourite office space
-
How do Japanese fans feel about Netflix’s live-action Cowboy Bebop opening sequence?
-
We try Uniqlo coffee at first-ever cafe inside Ginza flagship store
-
The number of elderly people in Japan this year has yet again smashed multiple records
-
Mr. Sato broadens his home drinking horizons at Kaldi【Japan’s Best Home Senbero】
-
We try Japanese Twitter’s newest trend the Penguin Egg, end up hatching something very disturbing
-
Takoyaki makers surprisingly good at grilling meat for yakiniku too
Sponsored Link
Mr. Sato finds that it indeed does, under the right circumstances.
The changing of an era in Japan is potentially an event that only happens once or twice in a lifetime, so it’s a fairly exciting event. For most people, it’s a time to reflect on the previous period and hold new hope for the next, but for the business-minded it’s a marketing goldmine.
Products branded with “Reiwa” (the name of the new era) can’t help but spark intrigue among consumers by representing both rarity and elegance. Case in point is Reiwa Beer and a very curious SoraNews24 Japanese writer named Mr. Sato. Was this drink worthy of the name “Reiwa” and could it possibly capture the feeling of entering a new era in its taste?
There was only one way to find out, so Mr. Sato headed over to the Isetan department store in Shinjuku to buy a bottle of history.
Reiwa Beer was located in the sake section of the store which also showcased craft beers. It was brewed by Kohan No Mori Beer in Akita Prefecture and sold for 756 yen (US$6.80) per bottle. Despite the low-key location there were still a lot of people buying up the auspiciously named beer, and Mr. Sato was one of them.
The name was enough for Mr. Sato to buy one, but he was pleasantly surprised by the ingredient label too. In addition to hops and malt, it uses high-quality Akita Komachi brand rice.
Pouring it into a glass, our writer thought it looked paler than ordinary beer. Perhaps it was because there were more bubbles.
Sponsored Link
Overall it seemed slightly lighter than amber in color.
By the way, this tasting took place on 2 May at about 1 p.m. which was the second day of the Reiwa era and technically a public holiday. Nevertheless, Mr. Sato still had to work.
After taking the first sip, he felt that it had a very crisp mouthfeel and a sharp, bitter flavor. However, underneath it all he thought he could detect the mellow sweetness of rice as well. It would probably make for an excellent beer to drink outdoors on a hot summer day.
It was very nice, but the big question was whether or not it tasted like Reiwa. Mr. Sato said, “The bold taste could be compared to the fanfare of ushering in a new era and the ‘beautiful harmony’ of hops and rice is true to the meaning of the name ‘Reiwa’ and uh….”
Mr. Sato trailed off for a moment and then came clean, telling us that he really just felt bummed that he had to work on a holiday and decided to cheer himself up by having a beer during working hours.
However, he added that drinking beer and getting paid for it was “a heck of a great way to kick off the Reiwa Era.”
Photos: SoraNews24
● Want to hear about SoraNews24’s latest articles as soon as they’re published? Follow us on Facebook and Twitter!
Source: SORA NEWS24
Sponsored Link
最新情報