Breaking tradition: YEBISU accelerating expansion of creative range to catalyse new appeal for beer

First brewed in 1890, Yebisu has always emphasised on an “authentic German beer flavour” until last year, when it debuted a new range called Creative Brew.

This series utilises the technology and know-how that the brand has cultivated for over 130 years to “challenge and deliver new and fun flavours of beer” that are not bound by conventional concepts of the alcoholic beverage.

The initiative is further accelerated by the opening of Yebisu Brewery Tokyo in April this year. Leading the brewing team at the facility is Chief Experience Brewer, Ryota Aritomo, who is also in charge of product development for the Creative Brew line.

By combining the sensibilities of a young brewer and modern brewing techniques, he aims to surprise consumers and create new appeal in beer, with tasty flavours unique to Yebisu.  

On September 10, the fifth installment from the series, Yebisu Creative Brew Ibushi (Smoked), was introduced.  

According to the brand’s distribution marketing manager Yurika Ishizaki, this product is a refined version of Kemuri, a limited-edition beer released during the opening of Yebisu Brewery Tokyo.

“Kemuri was launched exclusively at the brewery, but it was developed with the idea of ​​drinking it while watching a bonfire outdoors, such as at a campsite. It was the first time in our history that we made beer using smoked malt.​

“The smoky aroma is a bit unique, so we were unsure if Kemuri would be well-received. However, we had feedback from customers at the brewery that ‘it tastes different from their usual beers, but it is still delicious’. I thought that smoky flavours may have become part of people’s lives​ — for example, camping and homemade smoked dishes,”​ Aritomo said.

Specifically, the beer is made with malt smoked over beechwood. Its “slightly smoky and fragrant flavour” is attained by high-temperature, short-time brewing that brings out the natural flavour of the malt while enhancing the aroma of Yebisu yeast.
The yeast used was selected from over 1,000 yeast strains in the Sapporo Beer research laboratory.

“When it comes to the aroma and flavour of beer, hops tend to be the focus of attention, but depending on the malt used, a variety of different expressions can be obtained.  ​

“To meet the needs of people who value quality over quantity and who want to enjoy good alcohol at their leisure, we aimed to create a beer that allows you to take the time to savour the rich and umami aftertaste that befits the autumn and winter seasons.”​

In addition, it is recommended to pair the Yebisu Creative Brew Ibushi with dishes that bring out the smoky flavour. These include smoked bacon, cheese, sausages, German fried potatoes, as well as slow-cooked dishes such as braised pork and beef stew.

Inspired by chocolate​

The sixth product from the Creative Brew line, Yebisu Creative Brew Kogareko (Scorched Fragrance), is slated to be released on November 19.

This beer uses scorched chocolate malt and has a distinctive cacao-like aroma.

The can design features a dark brown background, with its “citrus-like aroma expressed in a gradient”, which is meant to resemble the packaging of high-quality chocolate.

“We wanted consumers to experience the various expressions of beer that malt brings, so we used chocolate malt to deliver an aroma similar to roasted cacao. The depth of the bitter chocolate-like flavour and roasted aroma can be enjoyed not only with rich dishes, but also with chocolate and other desserts,” ​Aritomo said.