Suntory Beer Limited is gearing up for a country-wide launch of its new product TOKYO CRAFT <PALE ALE> on Tuesday, February 28, 2017.
Suntory Group has been active in beer manufacturing for over 50 years. It entered the beer market in 1963 with a factory in Tokyo’s Musashino area and has maintained its themes of tradition and innovation ever since. The company is now sprucing-up its CRAFT SELECT series, popular for a wide range of distinct flavors. The new series TOKYO CRAFT will be manufactured only at the Suntory Tokyo-Musashino Brewery *1.
*1 Suntory Musashino Brewery is set for a name change on Tuesday, March 14, 2017.
In the first phase, the company will sell one of its popular craft beers, <PALE ALE>, throughout the year. It also plans to launch seasonal flavors in limited numbers tailored to the four seasons in Japan. In its bid to attract new customers along with existing craft beer fans, the company plans to present varied and distinct flavors catering to the Japanese palate, in a cosmopolitan and sophisticated packaging.
●Characteristics of the Beer
Using large quantities of the North American Cascade Hop and late hopping brewing technique*2, the company has created a refreshing citrus aroma and pleasant bitter taste.
*2 A technique in which hop is added at the optimum timing before or after finishing boiling wort.
●Characteristics of the Packaging
The attractive and bright blue package has a cosmopolitan and sophisticated design with the TOKYO CRAFT logo taking center stage and an illustration of Tokyo’s cityscape in the background. The back of the package carries Suntory’s brand message and the words “Suntory Tokyo-Musashino Brewery” reflecting the company’s “spirit and dedication toward beer-making.”