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  • Japan’s Gen Y are turning away from mainstream beer
  • Japan’s Gen Y are turning away from mainstream beer
    Takeshi Tanaka (2013) ©
CASE STUDY

Yo-Ho Brewing: craft beer for a Japanese palate

Beer consumption in Japan has declined from 7 billion litres in 2000 to just over 6 billion in 2014. Can microbrewery Yo-Ho Brewing shift people’s perceptions of handmade alcohol, and appeal to health-conscious youth with its Japanese tweaks on American craft beer?