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Japanese craft beer association begins US marketing campaign

Japanese craft beer association begins US marketing campaign
2018-11-12

From: FoodBev

An industry association of 22 Japanese craft beer makers has launched a US marketing campaign as it aims to showcase the “authenticity, richness and unique flavour profile” of its craft beer offer.

The ‘Drink in a New Language’ initiative is being carried out by association Japanese Craft Beer and JFOODO (Japan Food Product Overseas Promotion Center) to target both industry professionals and consumers across the West Coast.

Over the course of the next year, the group hopes to introduce new beer to the market through continuous trade marketing relations, consumer events, PR and social media.

A recent study by JFOODO among 447 craft beer consumers in New York, San Francisco and Los Angeles found that 80% of respondents would want to try craft beer from Japan. The country’s beer offering is said to be positioned to answer a demand for low-malt beer in the US.

“Japanese craft beer boasts unique attributes that are sure to appeal to American consumers,” said Hiroki Oizumi, JFOODO director general.

“Beer lovers will discover quality brews of great character that are handcrafted with extreme attention to detail and unique ingredients from all corners of Japan such as yuzu, sansho (Japanese pepper) or matcha.”

Born in 1994 following industry deregulation that allowed smaller

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