Great Eastern Wine Week - Sponsored Ad Leaderboard

Great Eastern Wine Week - Sponsored Ad Leaderboard
Great Eastern Wine Week, 9-18 September 2022

Saturday, 18 December 2021

Another new imported beer: but this one is a ripper

I will declare first-up that I am a sucker for Japanese lager-style beers. Asahi Super Dry is a particular favourite. 

I've just tasted another Japanese premium beer for the first time - and I really enjoyed Yebisu Premium, which is being imported from Tokyo by the Coopers Brewery team.

With a history dating back to 1890, Yebisu is apparently one of Japan’s most prestigious beers. 

Made exclusively in Japan, Yebisu is crafted with selected ingredients from Sapporo Breweries Collaborative Farms. 

It is brewed adhering to the Reinheitsgebot, the historic Bavarian Purity Law, to deliver a rich malty beer experience but it still has that characteristic Japanese freshness and liveliness on the palate. 

The 500-year-old purity law stipulates that only three ingredients can be used: water, malt and hops. Yeast is the fourth ingredient that is now allowed. 

Yebisu’s extra malt and longer brewing process result in a medium-bodied golden lager that is extremely refreshing and went very well with a bowl of peanuts and the first session of the third day of the second Ashes test. 

Yebisu brand manager Chris Levey says Japanese beer continues to premiumise the beer category and grow in popularity with Australian drinkers. 

“Yebisu is a symbol of Japan’s unwavering commitment to quality and craft, meeting the intersection of Australian drinkers’ desire for exploration and discovery and their attraction to true originals and authenticity,” he said in a perfect example of corporate speak. 
 
Coopers has enjoyed great success with Sapporo Premium Beer, which achieved double digit volume growth in the 12 months to August 2021. 

“We expect the introduction of Yebisu will drive further interest in the Japanese beer segment, appealing to a broad range of discerning beer drinkers seeking discovery, quality and authenticity, and a richer, more rewarding flavour experience,” Levey droned on. 

Distributed in a 4 x 350ml can format. Yebisu is available from all First Choice Liquor stores and selected Liquorland and Vintage Cellars outlets nationally as well as independent retailers and on-premise locations. 


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