EAT IN ASIA / Food destinations / Japan - japaneese food
Try Yebisu beer - one of the Japan’s most prestigious beer brands in Tokyo
A place for new beer experiences
YEBISU Brewery Tokyo provides a unique YEBISU experience at the brand’s birthplace. Here visitors delight in new beers and new ways to enjoy them.
A short history of YEBISU
The birth of YEBISU
In 1887, Japan Beer Brewery Company was established to launch YEBISU. Two years later, the company built a brewery in what is now Meguro, Tokyo. Its mission was to produce authentic German beer, and to do so, skilled brewers from Germany installed imported, specialized brewering equipment. The company partnered with Kokubu Shoten for distribution. Its president, Kanbei Kokubu IX, established YEBISU Beer Shokai to oversee sales. Then, on February 25, 1890, YEBISU was launched.
The King of Eastern Beer Kyohei Makoshi
At the third National Industrial Exhibition, YEBISU won a gold medal. However, the company faced financial loses its first year. In response to setbacks, Mitsui & Co. appointed Kyohei Makoshi to the helm, who streamlined operations and implemented new sales strategies. His reform revived the company, eventually earning him the title, the King of Eastern Beer.
CEO and Idea Man Kyohei Makoshi
Makoshi, a man with brilliant ideas, created innovative sales strategies. One of note was the New Year’s First Shipment. The president himself led a parade in a beautifully decorated ox cart, receiving praise from locals who felt it marked the true arrival of the New Year. Makoshi recognized the influence of the four ‘sha’ – scholars (gakusha), geisha, doctors (isha), and actors (yakusha) – in driving beer sales. Using word of mouth, he successfully made YEBISU a phenomenon.
Japan’s First Beer Hall
The YEBISU Beer Hall, Japan’s first beer hall, opened in Ginza on August 4, 1899. It quickly became a popular gathering spot where people enjoyed drinks and engaged in conversation. This iconic restaurant played a significant role in the expansion of YEBISU throughout Tokyo. The shop had 132 square meters and had a very innovative décor what made this place unique and distinguishable among all other pubs. People were coming to the pub from all over the country and the YEBISU beer phenomenon started. It is said that one day the beer hall in Ginza was able to sell as much as 1000 liters of beer. Even now, August 4 is Beer Hall Day, commemorating this historic opening.
YEBISU – worldwide recognition
Makoshi, confident in beer’s promising future, enhanced YEBISU’s quality by upgrading brewing facilities and integrating state-of-the-art technology. YEBISU earned the prestigious Gold Medal at the 1900 Paris World Exposition, leading to the award being showcased on wooden gift boxes sold in Japan.
During these competitions, YEBISU beer had to compete with beers from over thirty countries, so winning the prize was a real recognition and shew the highest quality of the Japanese beer.
Apart from that, YEBISU beer was highly appreciated in Northern America, in United States during the Louisiana Purchase Exposition in 1904 when it took the grand prize.
From YEBISU the Beer to Ebisu the City
Built in 1901 to transport YEBISU, Ebisu station later expanded to include passenger service. In 1906, Ebisu Station became an official stop, evolving into what is now JR Ebisu Station. This history gave rise to the city’s name, Ebisu, making a rare case of a city named after a brand.
Rise to popularity
During the post-World War I economic boom, Western influence transformed lifestyles and sparked a surge in beer consumption. By 1919, the term ‘beer party’ (a play on political parties) emerged, solidifying beer as a nationally loved beverage. An advertisement using 100 cases of YEBISU Beer illustrated the trend when prominently displayed at Tokyo’s Shochikuza Theatre during the 1920s – 1930s.
A World at War and a nameless YEBISU
Japan’s descent into war in 1937 caused a scarcity of supplies as military demands took precedence. To cope, the government fixed beer prices, and in May 1943, all beer brands lost their identities. YEBISU vanished from existence.
YEBISU returns after popular demand
After widespread demand, YEBISU made its comeback in 1971 – 28 years after its discontinuation. It was brought by Sapporo Beer. A new approach to the proposed beer selection was done. They decided to include varied and of a very good quality beer and this German style. The German style beer refers to the special brewing technique that includes only water, hops, barley and malt. What is more it should be following the 1516 Reinheitsgebot laws.
That means that only brewed with 100% malt and Bavarian aroma hops, the new YEBISU boasted mature flavors from extended aging. It should be deprived of any additional ingredients like rice, corn or any other commonly used additives. It soon earned widespread praise and popularity for its quality. There was also a special slogan: ‘Specialty YEBISU Beer: a delicacy reborn.’
YEBISU Tester Train
In 1985, YEBISU established Beer Station Ebisu at the Ebisu Brewery by transforming a train from car from Japan National Railways into a beer restaurant. This unique location, visible to passengers on the Yamanote Line, quickly became a popular spot for beer enthusiasts.
A century of history
As Ebisu urbanized, limiting space for beer’s increasing demand, the Ebisu Brewery was closed in June of 1988 after plans to relocate the brewery and develop the 99000 square meter area. It marked the end of 100 years of brewing at the same site.
'YEBISU Beer served here'
In 1994, the 'YEBISU BEER served here' campaign captivated Japan. Minimalist poster design proved memorable, and YEBISU won people over with exceptional quality and a modern Japanese flavor. This campaign spearheaded the creation of Japan’s premium beer market.
YEBISU and Ebisu Station
The iconic YEBISU commercial music ‘The Third Man Theme’ (also from the film of the same name) has played as the departure melody at JR Ebisu Station since 2005. The station’s intimate connection with YEBISU Beer is highlighted by the YEBISU lanterns that enhance the East Exit sign, distinctly marked as ‘JR Ebisu Station East Exit’ (YEBISU Beer Exit).
YEBISU believes beer is infinite ∞
For over 130 years, YEBISU has pursued a rich, refined flavor, spreading beer culture from Japan to the world. YEBISU champions beer’s infinite possibilities, consistently offering new, exciting beers.
Experience the Ultimate Flavor YEBISU Bar
In 2009, YEBISU Bar made its debut in Ginza, Tokyo, introducing its concept of pairing YEBISU with cuisine. The bar serves meals that complement YEBISU’s distinct draft beer flavor. Here patrons enjoy an immersive experience to fully appreciate the beer’s allure.
Brewery Open Day - a community service
To show its gratitude, the Ebisu brewery has hosted open events for the public since 1971. Various attractions, from tours to unique entertainment, including beer for adults and soft drink for children, engage the community, drawing as many as 15000 visitors a day.
From a Brewery to YEBISU Garden Place
Once the brewery site, YEBISU Garden Place now redefines the urban neighborhood. Covering an entire city charm with shopping, dedicating 60% to open space.
Chef’s pairings with YEBISU
The YEBISU Pairing Grand Prix started in 2015. Ebisu area restaurants participate in this gourmet event, creating dishes to pair with YEBISU. Every year, more restaurants take part and the event has become a city-wide tradition that enlivens the area and provides unique and memorable experiences.
A community growing with YEBISU
In 2022, the online YEBISU Beer Town launches to create a community around the brand. Here, fans and beer lovers alike connect and interact, expanding the YEBISU community.
YEBISU in Ebisu
YEBISU Beer Stand in YEBISU Garden Place, and Taps by YEBISU at the East Exit of JR Ebisu Station, both opened in 2022. These new bars provide relaxed environments where people can meet and explore beers to suit their tastes.
Temporary closed, the area was reopened in April 2024 after being redeveloped what costed about 1,7 billion yen (almost 11 billions USD!). Thanks to this initiative the whole area was revitalized.
Ebisu – the town for Beer
YEBISU Brewery Tokyo, YEBISU Garden Place
YEBISU Brewery Tokyo consists of three parts. The first of them is the brewery area, then comes the YEBISU museum and finally there is a Tap Room where at the extra cost you can try selected YEBISU beers.
YEBISU Museum
Although the on-site YEBISU Museum is relatively small and compact, it nicely presents the history of the brewery. It also shows different bottles, cans, and posters along the long company’s history.
The Brewery Area
In this area the original German style beer is brewed. The brewing technique uses not only German recipes but also the equipment that is made in Germany.
Worth mentioning is the fact that the brewing capacity per year is about 130 kiloliters.
Tap Room Area in YEBISU Brewery Tokyo, YEBISU Garden Place - Paid Tasting Corner
This area gives you a possibility of tasting a wide selection of original YEBISU beers. In the menu list you will be able to find such classical beers as YEBISU ∞ and YEBISU ∞ Black that are available the whole year round. Apart from that, this Tap Room Area gives you the possibility of trying some seasonal beers that are time limited.
Here, there is also a rare option of buying flagship beers as these two YEBISU ∞ and YEBISU ∞ Black mentioned above. Apart from that limited edition beers are available there too.
Moreover, during spring and summer, Foggy Ale 2024 is on sale.
YEBISU ∞ - YEBISU Infinity
[Beer is ∞]
The YEBISU yeast that was used at the YEBISU factory has been reselected and revived for the modern era.
YEBISU Infinity is a flagship product of YEBISU BREWERY TOKYO, and is made of portion of Tettnanger, a German fine aroma hop believed to have been used when YEBISU beer was created in 1890. The beer revives a taste reminiscent of the past that is unique to the modern age. It is made with 100% malted barley, partially made with Tettnanger hops, and uses yeast.
Foggy ale 2024 – Limited time only
[Beer is uncertainty]
An IPA with a tropical aroma and a misty color, created by dry-hopping with two types of hops. It has a distinctive, thick mouthfeel, with a bitterness typical of beer and fruity aroma. It is made with 100% malted barley, partially made with wheat malt, partially made with Amarillo hops, partially made with Mosaic hops.
# made with wheat
YEBISU ∞ Black YEBISU Infinity Black
[Beer is ∞]
A black beer with a surprisingly deep yet fruity hop aroma typical of black beers. It combines the YEBISU yeast used at the original YEBISU factory, aromatic and mellow black malt, and Mandarian Bavaria, a hop with an orange-like aroma.
Proto Juicy Ale – Limited quantity
[Beer is Juicy]
A prototype juicy ale celebrating the fresh greens of spring, with a fine fruit flavor made with Kito Yuzu, a specialty citron grown in the traditional citron growing area of Kito, Naka-cho, Tokushima Prefecture. It is also partially made with Nelson Sauvin hops, partially brewed with Polaris hops and partially brewed with yuzu (citron) juice.
# may contain pulp derived from the fruit juice
Beer Flight – Four drink sampler
There is also a nice possibility of tasting four selected beers at once. A sampler board consisting of four drinks is served in 220 ml glasses.
Food menu in YEBISU Brewery Tokyo, YEBISU Garden Place
Spicy mixed nuts served with olive oil.
Cream cheese with two kinds of dried bonito flakes - a Japanese style cream cheese generously sprinkled with two kinds of dried bonito flakes.
Bruschetta-style Prosciutto and hash browns – cheese hash browns served with prosciutto, yuzu pepper and tsukudani (seaweed simmered in soy sauce).
Special potato salad – YEBISU BREWERY TOKYO’s special potato salad with fukushinzuke pickles as a signature ingredient.
Four kinds of colorful cream cheese – four different flavors cream cheese: dried fruit, walnut (maple flavor), anchovy, and truffle salt.
Pork arrabbiata (available in a limited quantity) – a spicy pork arrabbiata that goes perfectly with beer.
Ebisu Mamezono double chocolate
Kintsuba - (きんつば) a traditional Japanese sweet (wagashi) – sweet beans wrapped in a dough - (available in a limited quantity).
Beer storming area
In addition to all that, there is a so called ‘beer storming area’ that is used for meetings, gatherings and serves as a community space.
Read more about Japanese beers. This time, check Hokkaido's traditional Otaru Beer that is really worth trying too.
Or, check another our post on a museum dedicated to a traditional alcohol factory. This time we propose you an article on Destileria Limtuaco in Manila, Philippines.
Author: Beti – A passionate traveler and lover of Asian cuisine, especially Thai and Japanese dishes, Bernadeta brings her culinary and cultural experiences to life in her writing. Beyond her travels, she’s an avid technology enthusiast with a deep interest in data processing, merging her love for exploration with analytical insights.
Photographer: Adalbert – An aficionado of computers and photography, Adalbert captures the essence of diverse cuisines with a discerning eye. A connoisseur of rich flavors and particularly fond of meat-based dishes, he combines his technical skills with his passion for the culinary arts in every shot.
