I’ve been focusing a lot on beers here in Colorado, but what about overseas in a not-so-common market… Japan.
I don’t think it’s a secret that the craft beer boom is a real thing. I am interested in how it’s expanding international. Stone announced in 2015 they were opening up shop in Germany. If you’re familiar with Reinheitsgebot, than this should be quite fun to watch play out =)
Now back to the Japanese scene… Well there isn’t one at the moment. The bland beers are Kirin, Asahi and Sapporo. Their versions of light lagers like the US’s Bud/Miller/Coors. So, it’s nice to see that things are expanding out a bit over there. Wish them all good luck in discovering good beer!
I’ll be evaluating this article using Ohler’s assessment traits of Research, Content Understanding and Sense of Audience.
Research – The creators did use statistics at time and made reference to the numbers of craft breweries/brewpubs around in Tokyo now vs the past. One thing I did notice was the false statistic when referencing the United States. The speaker said that craft beer made up 1/5th of all beer sales. While I wish this was the case, we’re not quite there yet!
Content Understanding – I think this news story was presented by someone unfamiliar with beer in general, when providing the overviews. The sections with the individuals who were opening/running the breweries spoke more to the reason why the brewery market in Japan needed to expand and why they were ready to tap into in.
Sense of Audience – My view of this news story is that it was designed to be something that you would see on the 5pm news on a random week night. So, the content was easy enough to understand for the viewer who had never heard of craft beer.
My favorite part of the video was seeing the different US beer tap handles on the wall at one of the places they filmed. I saw Lagunitas, Left Hand and New Belgium.