Craft beer

Beer in Japan can often be summed up with four prominent names: Asahi, Kirin, Suntory and Sapporo. Early players in the domestic beer game, they have become classic brands both here and abroad, however, there are some younger craft contemporaries who are looking to compete.

In 1994, the Japanese Liquor Tax Laws were modified to encourage business, with one outcome being that smaller breweries could produce beer and happoshu, a low-malt version of beer. Previously dominated by companies that could create upwards of two million liters a year, now those looking at producing a minimum of 60,000 liters could launch themselves into the waiting market. While a few breweries took this opportunity, the first was Echigo Beer, who opened the first brewpub in Japan. The creative company has a remarkable backstory; founded by the son of sake brewers who left to be a stage artist in Europe, it took the flavors of a homestay in Germany to the historic brewing district of Niigata.

Echigo Beer’s classic lineup—Elegant Blonde, Pilsner, Stout and Premium Red Ale—each reflecting the founder’s legacy and artistic vision (Echigo Beer)

Although it may seem unusual for a sake brewery to venture into beer brewing, both drinks are derived from grains, and both benefit from the use of high-quality ingredients. In Niigata, there are about 90 sake breweries in business, all making the most of the prefecture’s excellent climate and soft water. The region is also known for rice, and while this is a basic ingredient for sake, barley is more commonly used for beer.

It wasn’t just inspiration that Echigo’s founder brought home from Regensburg, however. The German beer-producing region also influenced the company’s labor-intensive yet favored brewing method, which requires meticulous attention to detail at every stage—from selecting the finest ingredients to the slow brewing process that allows each product to develop unique, delicate and balanced flavors.

HUB Echigo Beer PUB CoCoLo Niigata Branch (Echigo Beer)(GoogleMap)

The founder’s passion as a stage artist became part of the company’s legacy, later inspiring its approach to distinctive product development with an artistic vision, including the classic Elegant Blonde, Pilsner, Stout and Premium Red Ale. This lineup pays homage to their founder, with each holding the message, “Let’s be romantic, act on stage!” as he felt that local beer was a local romance. With personalities designed for each of the four varieties, the creativity is a tie to his love of the stage and shows the care and attention that goes alongside the exacting craft of the microbrewery. The company also crafted a unique lager that used the best of Niigata’s premium Koshihikari short-grain rice. Their Shirokuma range is a newer addition created with women in mind, offering a milder taste and some more playful designs.

2025 is the 30th anniversary of Echigo Beer, and they’re celebrating right in the heart of Niigata Station. For those curious to try a variety of flavors, the recent collaboration with the HUB Echigo Beer PUB CoCoLo Niigata Branch offers the perfect opportunity. A popular British-style pub chain in Japan, the HUB is a fitting home for Echigo as they have been producing the original HUB Ale for 20 years. Those propping up the bar include visitors to Japan as well as locals, with many keen to try the more unusual drafts, with limited editions like the All Nippon Koshihikari Ale, brewed exclusively with ingredients sourced from Japan.

Yuzawa Kogen Ski Resort

Of course, there is more to Niigata than beer, but a cold glass is certainly one of the best ways to wind down after a long day of mountain air and sightseeing. Echigo-Yuzawa is a popular skiing area with 12 ski fields, a sake bath and excellent powder snow perfect for both skiers and snowboarders. It’s not just a winter town however, in summer and spring hiking trails beside the beautiful Daigenta Canyon offer the perfect cooling escape for paddle-boarding, barbecues and night-sky viewings. Home to the annual Fuji Rock Festival in summer, it’s a well-known destination built for creativity and enjoyment. Alongside your drinks, be sure to try the local dishes of hegisoba (seaweed-blended soba noodles served on a traditional wooden “hegi” tray) and sweet sasadango (rice dumpling filled with red beans steamed in bamboo leaves). Of course, the original Koshihikari rice is a must-try, in its original form, in sake and in Echigo’s limited-edition ale.

For more details, contact DMC Japan to discuss ideas, locations and rates.
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