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PR(June / BACK NUMBER 2014)

Japanese beer and seasonal dishes:
The perfect combination

The EXTRA COLD Bars will be open for a limited time only in 2016, the same as every year. The EXTRA COLD Bar at Ginza Terrace, which we visited last year for writing an article, will be open on the 7th floor of the Ginza Mitsukoshi building from June 8 to 21. Since the Ginza Mitsukoshi store is conveniently located in the center of Ginza, people in the middle of shopping or office workers on their way home from work can drop by any time. So why not head on down with some friends and see what the Japan-style seasonal beer experience is all about?!

(Month information was collected:August 2014)

The Power of Shun series of articles describes the Japanese tradition of enjoying particular foods and dishes as they come into season throughout the year. In this article, we take a look at how beer is enjoyed all year round as part of Japan’s seasonal culinary scene.

Beer is an entrenched part of Japanese culture

Beer is typically associated with countries such as Germany and the Czech Republic, but it is an integral part of life in Japan too. When people go out drinking here, the first thing they order is usually beer. In summer, beer gardens across Japan come alive with the sound of friends getting together, while many people like nothing more than to sit back and enjoy a beer at home after a hard day’s work. There’s nothing quite like the taste of a golden, ice-cold beer to help beat the summer heat. Other alcoholic drinks just don’t pack the same punch.

And of course you can’t have a beer in Japan without having some nibbles to go with it. The traditional Japanese pub, known as an izakaya, provides an endless range of snacks to suit popular alcoholic beverages. These snacks have their own special name: otsumami. The best type of otsumami to have with beer, especially in summer, is without a doubt edamame (green soybeans). Not only do they taste great with beer, they are also rich in vitamin C, which can help mitigate hangovers and other side-effects of drinking.

The SHUN GATE Editorial Department has created a great recipe for edamame, so why not try it out with your next beer?

picture of beer and edamame

A beer for all seasons

Japanese people love their beer, and Asahi Super Dry is a freshly brewed beer that can be enjoyed 365 days a year, whatever the season. Its refreshingly smooth taste has won it legions of fans throughout the world.

Asahi’s EXTRA COLD Bars are dedicated to providing the ideal environment for enjoying freshly brewed Asahi Super Dry beer. At these bars, customers can try Super Dry Extra Cold, a beer cooled to just below freezing (between -2°C and 0°C to be exact) using a high-tech temperature control system and special bar taps.

EXTRA COLD BAR

EXTRA COLD BAR

To try out the Super Dry Extra Cold experience for ourselves, we paid a visit to the EXTRA COLD Bar at Ginza Terrace, a terrace garden on the 9th floor of the Ginza Mitsukoshi building. Open for the summer season only, the bar is set to close on August 12.
The bar was packed with both Japanese and international customers when we visited it on a hot day in August, the height of summer in Japan. “I can’t believe how cold the beer is here,” said one American businesswoman. “Even the glass is cold. It’s a great beer, it refreshes you completely,” she enthused. Others were similarly impressed, describing it as the perfect refreshment to counter the humidity of the Japanese summer. These overseas visitors were clearly enjoying the Asahi Super Dry Extra Cold experience.

It was great to see that the challenge of presenting Japanese beers tailored to the seasons is appreciated by those from outside Japan as well.

Writer : YUKI MOTOMURA / Photographer : KOJI TSUCHIYA
*Some of the images posted on our website have been provided by those whom we interviewed.

Asahi Super Dry EXTRA COLD Bar

URL http://www.asahibeer.co.jp/superdry/extracold_bar/

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