Beer in Japan outsells sake by such a wide margin that most visitors find it surprising.
The frothy beverage claimed the top spot back in 1959 and never looked back.
Today, Japan ranks 11th globally in beer consumption, downing 4.3 million kilolitres annually.
Four big breweries compete for market share, but over 400 craft breweries offer unique local flavours.
How Beer Arrived in Japan
The first brewery opened in Yokohama in 1859.
It emerged with the rise of Western influence as Japan opened up to international trade.
Early advertisements portrayed fashionable Japanese in Western attire enjoying beer at railway stations and dance halls.
The drink symbolised modernity and progress.
Mass adoption came after World War II as Japan’s economy boomed.
By 1959, beer had surpassed sake as the nation’s favourite beverage.
The government allowed companies to deduct beer expenses related to business from taxes from 1954 to 1982.
Since the early 2000s, craft breweries have carved out their own space, producing award-winning beers that challenge mainstream lagers.
The craft beer market was worth 8 billion USD in 2024.
It’s expected to grow to 23.4 billion USD by 2033.
This shows an annual growth rate of 12.61 percent.
Enjoy a beer in Japan, or two, with these experiences.
The Big Four Breweries
Quick Reference: Japan’s Major Brewers
| Brewery | Market Share | Flagship Product | Founded |
|---|---|---|---|
| Asahi | 37–40% | Super Dry | 1889 |
| Kirin | 34% | Ichiban | 1869 |
| Sapporo | 13% | Black Label | 1876 |
| Suntory | 16% | Premium Malt | 1899 |
Asahi
Asahi Super Dry stands as Japan’s bestselling beer.
Its crisp, light profile and high carbonation make it ideal for pairing with sushi, tempura, or yakitori.
The brewery has successfully exported this flagship to Europe and beyond.
In 2024, Asahi saw steady revenue growth.
This was due to price increases and premiumisation strategies in both local and global markets.
Kirin
A Norwegian-American brewer launched what would become Kirin in Yokohama back in 1869.
Kirin Ichiban takes inspiration from German pilsners, delivering a mild taste with subtle sweetness.
The brewing process uses only first-press wort, producing what the company claims is a cleaner, more refined flavour.
Fun fact: If you can read Japanese, look closely at the animal on a can of Kirin Lager.
The animal is called a kirin. It looks like a mix of a dragon and a horse.
The Japanese word for kirin is written as 麒麟.
The first part 麒 (ki) is hidden in the lines on the front part of the animal.
The second part 麟 (rin) is hidden near the back or tail.
Sapporo
Sapporo traces its roots to 1876, when the founder returned from studying brewing in Germany
Today, Sapporo ranks as the top-selling Asian beer in the United States while maintaining strong domestic sales.
Their Black Label offers a balanced blend of sweet and bitter notes, packaged in the distinctive silver can familiar to beer drinkers worldwide.
Suntory
While Suntory built its reputation on world-class whisky, their Premium Malt has been in production for over 60 years.
Using spring water sourced from Japan and malt imported from the Czech Republic, this attention to ingredients produces a flavourful pilsner that stands apart from standard lagers.
Craft Beer Revolution
More than 400 craft breweries now operate nationwide.
Production has increased by more than 50 percent in the last five years.
This change shows that younger drinkers want unique flavours and artisanal quality.
COEDO Brewing
COEDO pioneered sweet potato beer in Japan.
Their Beniaka brew mixes the warmth of baked sweet potato with zesty hops.
This creates a unique flavour you won’t find anywhere else.
The brewery has won multiple international awards.
Karuizawa Brewery
This relatively young operation bottles the crisp mountain air of its namesake resort town.
Using pristine water from Mount Asama, Karuizawa produces beers that capture alpine freshness.
Try their Seiryo Hisen Premium, a golden ale mixing hoppy notes with fruity hints of muscat and grapefruit.
Beer Museums and Brewery Tours
Sapporo Beer Museum (Sapporo)
This museum provides comprehensive insights into Japanese brewing history.
After touring exhibits, visitors can enjoy an all-you-can-eat Genghis Khan mutton barbecue paired with fresh Sapporo beer.
The museum sits near Higashi-kuyakushomae Station.
Asahi Beer Museum (Osaka)
The Osaka location offers hands-on experiences.
Visitors can create custom brews, adjusting alcohol content and flavour profiles to their preferences.
Yebisu Brewery Tokyo (Tokyo)
After a 1.7 billion yen renovation, the former Yebisu Beer Museum reopened in April 2024 as Yebisu Brewery Tokyo.
For the first time in 35 years, beer brewing has resumed at the birthplace of Yebisu.
The new facility has museum exhibits, a working brewery that makes about 130 kilolitres each year, and a taproom with exclusive beers.
The flagship “Yebisu Infinity” uses ingredients from the original 1890-era recipe.
Guided tours run in Japanese only, requiring advance online reservations.
Self-guided visits are free.
Located near Ebisu Station, the brewery connects via the convenient Yebisu Skywalk.
Nagoya Beer Tours
Nagoya offers excellent brewery tour options for beer enthusiasts.
The city hosts Belgian Beer Weekend at Hisaya Odori Park each spring, but year-round tours provide deeper experiences.
Independent travellers can discover Nagoya’s craft beer scene.
They can visit Y Market Brewing Kitchen or check out craft beer shops in the city centre.
Beer Museum & Tour Quick Reference
| Location | Type | Highlights | Station |
|---|---|---|---|
| Sapporo | Museum | Brewing history, barbecue | Higashi-kuyakushomae |
| Osaka | Museum | Custom brew creation | Suita |
| Tokyo | Brewery | On-site brewing, tastings | Ebisu |
| Nagoya | Walking tours | Multiple venues, local craft | Sakae area |
Beer Festivals and Events
Belgian Beer Weekend
This popular event brings Belgian brewing culture to multiple Japanese cities.
The festival showcases nearly 100 varieties of Belgian beer, accompanied by foods like roast chicken, chips, and Belgian waffles.
The celebration runs as an 11-day affair with venues in Nagoya, Tokyo, Yokohama, Fukuoka, Osaka, Kyoto, and Shinjuku.
Since launching in 2010, the festival has attracted over 1.7 million visitors.
In Nagoya, the event takes place at Hisaya Odori Park’s Edion Hisaya Plaza, directly connected to Yabachō Station.
Live music and festive atmosphere complement the beer selection.
Tickets and starter kits (including a souvenir glass and tokens) can be purchased online in advance.
Other Notable Events
Japan hosts numerous craft beer festivals during spring, summer, and early autumn.
The Oedo Beer Festival in August focuses on Japanese craft beers, supporting the local economy.
Beer Mount operates near the summit of Mount Takao (500 metres elevation) from mid-June to mid-October.
The Yokohama Oktoberfest at the Red Brick Warehouse offers authentic German beers and sausages against a waterfront backdrop.
For organised bar hopping, Tokyo Pub Crawl in Roppongi visits three bars and a nightclub.
Shinjuku’s Golden Gai offers over 300 tiny bars for independent exploration.
Practical Information
Beer Types in Japan:
- Standard Beer: Traditional beer with malt content above 67 percent
- Happoshu: Low-malt beer (under 67 percent malt), more affordable due to lower taxation
- New Genre Beer: Brewed from alternative ingredients like peas or corn to avoid malt taxation
Tax Reform: Japan implemented reforms beginning in 2017, gradually reducing the tax burden on standard beer while increasing taxes on happoshu and new genre products through 2026.
Non-Alcoholic Options: Major breweries now offer sophisticated zero-alcohol beers.
Asahi uses only Japanese malt, Kirin focuses on lower sugar content, and Suntory offers zero calories and zero sugar.
Where to Buy: Convenience stores, supermarkets, vending machines, specialty shops, restaurants, and izakaya throughout Japan.
Drinking Etiquette: The custom of pouring beer for others rather than filling your own glass reflects Japanese social courtesy.
Bottom Line
Japan’s beer scene blends international influences with local innovation.
The big four offer consistent quality, but craft breweries explore new and exciting flavours.
Museums, festivals, and unique venues offer ways to explore this beverage beyond simply drinking it.
Whether seeking a familiar lager or an adventurous craft brew, Japan delivers options for every taste.
