This article is a tie-up with the Niigata Prefecture Federation of Small Business Associations and Manufacturing Support Centre.

Numerous attractive companies are active in Niigata Prefecture. This section picks up on 'ChangeLeaders' who create new value by 'changing themselves positively'.

The fourth edition is Strange Brewing, a factory directly owned by the long-established craft beer bar Beer Club Popeye. It cultivates its own yeast and conducts research into new beer making techniques.

Focus on ingredients and search for new forms of beer

Mugishu Club Popeye in Ryogoku, Tokyo, is considered a 'legendary shop' in the craft beer world. In June 2014, this shop, which always carries more than 70 varieties of craft beer, set up a directly managed brewery in Minamiuonuma City in order to "produce original beer of high quality".

At that time, in order to create an authentic taste, we turned to beer yeast, which is said to be responsible for 60% of the taste. Most breweries normally purchase beer yeast from suppliers. It is rare for a company to cultivate its own yeast, and Strange Brewing is the only company in the prefecture that does so. After extensive research, the company developed Golden Slumber, which uses purely cultured yeast. Currently, 20 types of beer yeast are cultivated in-house.

The original beer, which is a speciality of the company, was well received by the discerning customers of the Beer Club Popeye. Therefore, a Monozukuri subsidy* was utilised to improve production capacity and develop new products for the beer that had previously been produced for in-house use. Through investment in equipment, production times were reduced and an original beer, Uonuma Rice Weizen, was developed using a local speciality, Uonuma Koshihikari rice.

Monozukuri subsidy: Common name for a project by the Ministry of Economy, Trade and Industry (METI) and the Small and Medium Enterprise Agency to support capital investment, etc. that contributes to improving productivity.

Other flavoured beers have also been developed using local specialities such as 'Hakushiki Watermelon' and 'Soba'. The company also participated in the Food Messe in Niigata 2017. A contract was signed with a supermarket, opening the way for sales channel expansion. Furthermore, as beer yeast can now be stored for a long time, we have started researching and selling yeast. In the future, we are looking for food combinations that go well with beer and proposing new ways to enjoy it.

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Change 1: Ensure a long-term stable supply of quality beer

A manufacturing grant was used to purchase boilers, large-capacity tanks and freezers. A system was put in place to ensure a long-term, stable supply of high-quality beer, and Uonuma Rice Weizen was developed. Freezing and storing the yeast has also made it possible to maintain the quality of the beer itself.

Fermentation and preparation tanks purchased with a manufacturing grant.

Beer preparation. The main ingredient, malt, is mixed with secondary ingredients such as rice while warm water is added.

Change2: Participation in exhibitions to create new distribution

Exhibited at Food Messe in Niigata 2017 to expand sales channels. We were also able to sign a contract with a supermarket that operates many shops in Niigata Prefecture. At the same time, a restaurant specialising in craft beer in Niigata City decided to install a Golden Slumber, which was a double delight.

Participate in exhibitions, focusing only on products that can be sold on a stable basis

It was also highly praised by a shop that focuses on sake, saying that it is a beer that is not tiring to drink and could lead to the acquisition of fixed customers.

Next Step: From now on, as a lab, we want to add more value

Different types of beer are produced by combining different ingredients, yeasts and brewing methods. Strange Brewing makes its own beer and has also started selling the yeast itself. We intend to continue to pursue the production of beer as a laboratory.

Currently, as many as 20 different yeasts are stored.

Installed freezers enable the freezing and storage of yeast

New ways to enjoy beer through food and drink combinations.

最近は東京に卸すことと同様に地元で知ってもらうことも大切だと考え、長岡市での活動にも力を入れています。2018年6月には長岡市で開催されたドイツの食や文化を体感するイベント「ドイツフェスト」に参加。また県内の飲食店とコラボする企画も開催し、魅力ある新潟産の野菜を使った料理とビールの組み合わせを提案しました。今後もこうしたイベントは定期的に開催していきたいと考えています。その中で新しいビールの楽しみ方を知ってもらえたら嬉しいです。

Head Brewer 佐藤 雅史さん

Product pick-up! Uonuma Rice Weizen.

Uonuma Rice Weizen (918 yen/litre including tax)

Rice weizen made with 50% Koshihikari rice from Uonuma. This fruity beer is recommended for those who do not like the bitterness of hops. It can be matched with refreshing Japanese food such as sushi and white fish. *Sold at the factory.

Golden Slumber Pale Ale is also available for purchase on the web.

Sales website: craft liquors.

Company profile

Strange Brewing

Established in owner Tatsuo Aoki's hometown as a brewery under the direct management of the Tokyo restaurant Beer Club Popeye (Shimpo Kikaku Co., Ltd.). The brewery produces beer and carries out yeast cultivation and research. There is also a hop field behind the brewery. A limited selection of beers can be purchased at the brewery.

Address: 79-5, Kurotsushinden, Minamiuonuma, Niigata Prefecture.

tel: 025-775-7333

HP：http://strangebrewing.jp

This article is a tie-up with the Niigata Prefecture Federation of Small Business Associations and Manufacturing Support Centre.