円卓コンフィデンシャル 2024年9月1日 いま大ブーム！クラフトビールのメーカーが集結！
円卓コンフィデンシャル 2024年9月1日 いま大ブーム！クラフトビールのメーカーが集結！
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TVTranscript
00:00This day, the ones who returned to Ichido are the people who bet everything on craft beer.
00:11If you open up the right door, the deep beer will grow well.
00:16The beer I want to drink by myself, the beer I want to make by myself, the beer that sells, while taking balance.
00:22The businesspersons who fight every day
00:26Surround Entaku, crossing the Kakine, a common point.
00:32A true story unfolded in a world of 3 meters in diameter.
00:40What lies ahead of us is the present of Japan, or
00:46ENTAKU CONFIDENTIAL
00:56Welcome to ENTAKU CONFIDENTIAL.
01:00Today's theme is craft beer.
01:04Craft beer is popular in convenience stores in Tokyo.
01:09I started drinking it about 10 years ago.
01:12How about you, Mr. Kojima?
01:14I only drink a little.
01:16My acquaintance, Watabe, knows a lot about craft beer.
01:19But it's really popular right now.
01:24Craft beer is a current trend.
01:28There are breweries all over the country, and they are increasing the number of fans with their unique beer.
01:35While beer consumption is increasing, craft beer is on the rise.
01:42Five years ago, there were about 400 breweries, and now there are 800.
01:48Recently, many breweries have been working hard, and they are getting more and more popular.
01:54So, this time, the craft beer makers, who are cutting the line at the forefront, have gathered.
02:04First of all, Yaho Brewing in Nagano Prefecture.
02:08As a craft beer maker, it is the largest in Japan, and it is also used in convenience stores and supermarkets around the country.
02:17Last year, it opened a brewery in Hokkaido's Nippon Ham Fighters headquarters.
02:24Mr. Hidenori Oka is in charge of the development and marketing of beer here.
02:29He is a beer lover.
02:32Your mom is going to make a really delicious beer.
02:35No, no, no, no, no.
02:37It's delicious just by looking at it.
02:40I leave the office in the morning for about half a week, and I start drinking beer.
02:46I think it's a job.
02:48It's tasting.
02:51Next is Isekado beer in Mie Prefecture.
02:54It is the mainstay of craft beer, just like Yaho Brewing.
02:59In fact, the main business of Isekado is the manufacture of mochigashi.
03:04It was founded 450 years ago.
03:09In 1575, during the Azuchi-Momoyama period, there was a battle in Nagashino.
03:15That's right. It was exactly that year.
03:17Of course, there is Ise Shrine because it is Ise, but in the past, there were people who came to worship by boat, not land.
03:22My parents' house was a teahouse where people came to worship by boat.
03:29I'm the 21st generation, but I started drinking beer while I was doing it.
03:34Now, beer is the mainstay of the company.
03:3796% of the current sales are craft beer.
03:40That's right. It's not 4% of what my parents gave me.
03:43Why did you become a beer?
03:45My parents' house had 8 tatami mats.
03:48I liked animals so much that I made all the 8 tatami mats into a insect cage.
03:52I bought a lot of things from insects to reptiles to microorganisms.
03:56I studied microorganisms and went to university as a specialist in microorganisms.
04:00I really like to play with microorganisms.
04:03I went to Amami Island the other day to pick up some beetles.
04:06Anyway, I want to play with beetles.
04:08I want to show them their potential.
04:11And from Aomori, Tohoku Prefecture,
04:15D.E.G. Brewing
04:18Although it is a small-scale brewery called Micro Brewery,
04:23there are enthusiastic fans all over the country.
04:26Gareth Burns, who is from the United States, is in charge of the mainstay of craft beer.
04:31His name is Gareth.
04:34He started brewing beer 8 years ago
04:38because he wanted to make Aomori's local beer industry more popular.
04:44I love Aomori.
04:47I love Aomori.
04:49In a good way or a bad way, I think it's natural for local people.
04:52But I think it's a waste.
04:54In my hometown, people say,
04:56Aomori is a prefecture, so you can't do this.
04:58Aomori is a prefecture, so it's not a city.
04:59In my case, Aomori is a prefecture, so I can do this.
05:03Aomori is a prefecture, so there are only opportunities like this.
05:06In fact, there are a lot of good things.
05:08What's interesting about Gareth is that he is very good at practicing Tsugaru Chamisen.
05:14Today, he will show us his skill.
05:29Tsugaru Chamisen
05:44And this time, we have a beer journalist with us.
05:48Ms. Hiroyuki Fujiwara
05:51Ms. Fujiwara has been in the industry for nearly 30 years since the Jibiru boom.
05:56In recent years, she has been engaged in a wide range of activities based on beer,
06:02such as cultivating hops herself.
06:06What is the charm of craft beer that attracts you so much?
06:11It's that it's versatile.
06:14I see.
06:16It's very versatile and versatile.
06:18There are various types, and I think the charm of craft beer is that you can find what you like there.
06:24I think that's the charm of craft beer.
06:27There was a Jibiru boom a long time ago, right?
06:30What's the difference between Jibiru and craft beer?
06:35I think it's been going on for a long time.
06:38The law was passed in 1994.
06:42Before that, if you didn't make more than 2,000 kiloliters a year, you couldn't get a beer license.
06:48That's 60 kiloliters.
06:52The Jibiru boom was caused by a large number of small manufacturers participating in the reform of the draft law.
07:00Yahoo Brewing and Isekado also started their business in the midst of it.
07:07However, the boom came to an end, and many companies withdrew.
07:15I'm sorry, but I don't think the quality was that good at the time.
07:22At that time, I often said that it was a hot spring bun beer.
07:27When I went to a hot spring resort, there was something similar.
07:31When I ate it, it wasn't that good, but it wasn't that good to bring it back and eat it again.
07:40That's how the boom went away.
07:43In my opinion, the boom started again in 2009 or 2010 under the name of craft beer.
07:57America ignited the fire.
08:00They evolved the traditional European beer into something that has a unique aroma and flavor.
08:12Now, the craft beer empire is dominated by over 10,000 companies.
08:19The presence of small manufacturers in the marketplace shows that they are not inferior to large companies.
08:28Did craft beer exist in the United States originally?
08:32In the United States, alcohol was banned.
08:34It's been 100 years since the ban on alcohol.
08:37Before that, there was a bakery and a beer shop in Japan.
08:44However, all of that was gone in the United States.
08:47So, they decided to create their own culture, their own way of making beer, and what they wanted to drink.
08:54After that, craft beer became more and more widespread.
08:57Now, craft beer is like a convenience store.
09:01Here's a quiz.
09:04In Japan, how much craft beer is sold in the beer market including large companies?
09:13Large companies are strong.
09:16They sell a lot of beer.
09:1810%.
09:205%.
09:221.7%.
09:25Large companies are strong.
09:27I see.
09:28It's amazing that 1.7% of the beer is sold in the market.
09:33I think there is still room for growth.
09:36There are many types of craft beer.
09:40How many types do you think there are?
09:43How do you know how many types there are?
09:46It's written on the side of the beer bar.
09:49For example, it says Waste Coast Style IPA.
09:53I think there are about 10 types.
09:55There are about 150 types.
09:56Do you play with other than 150 types?
09:59There are no rules.
10:01There are no steps.
10:03There is no end to it.
10:05I think there are about 150 types.
10:08Craft beer can create infinite patterns by combining materials such as ink and hops.
10:17They add various flavors.
10:20This is Lavender and Margao.
10:22This is a style called Summer Ale.
10:25This is a style called Summer Ale.
10:27This is a style called Summer Ale.
10:30I really like the smell of flowers.
10:33It's interesting because it has a lot of personality.
10:35I think it's great that I can meet different flavors every time.
10:39From now on, we will dig into the strategy of differentiating each company.
10:46There are various labels.
10:49The design is cute.
10:51There are various labels.
10:53What is the price?
10:55Our product is about 300 yen plus or minus 50 yen.
11:01It's not much different from a normal can of beer.
11:04We are conscious of the price setting.
11:07What about you, Suzuki?
11:09The cheapest one is usually about half of 300 yen.
11:12The top one is over 1,000 yen.
11:14This is over 1,000 yen.
11:16That's right.
11:18We use three times more materials than normal beer.
11:21How much do you spend on this?
11:23I spend between 600 yen and 700 yen.
11:28If I make a special beer, I spend more than 1,000 yen.
11:32I can't sell a beer for 1,000 yen.
11:36I spend less than a year on this.
11:38The important thing is from now on.
11:40We have to sell good products.
11:42The strategy to beat rivals is also important.
11:47What kind of differentiation are you aiming for?
11:51When we make each beer, we call it PERSONA.
11:56We are conscious of who will drink and who will enjoy it.
12:02What is PERSONA?
12:04It's a marketing theory.
12:07It's an assumption seller.
12:09We assume who will buy it.
12:12There are many men in their early 20s who live in their early 20s.
12:17Even if we try to make a beer that suits everyone,
12:22it will end up being a fluffy product.
12:25It's too much.
12:27It's not a beer for 100 people.
12:29It's a beer that is supported by one in 100 people.
12:32Do you mean to narrow it down?
12:34For example, this Wednesday cat.
12:38What kind of PERSONA do you think it's set up?
12:40What kind of PERSONA do you think it's set up?
12:43The PERSONA system goes as far as what people do on their days off.
12:48It's quite detailed.
12:51It's a fashionable woman.
12:55It's a fashionable woman in her 20s, 30s and 40s.
13:01That's right.
13:03Can I drink a little more?
13:05Wait a minute.
13:06Maybe on a day off,
13:09I'll put a chair on a small terrace in my apartment and drink it.
13:13That's a good idea.
13:15I'll go shopping at a nearby Peacock.
13:18I'll drink alone at night.
13:21I'll actually discuss it like that.
13:23The woman you just imagined is working, right?
13:28That's right.
13:30What kind of company and what kind of position?
13:33It's quite expensive.
13:35I'm buying a Persian cat.
13:37That's exactly what the package says.
13:39Customers who are in a good position and working
13:43are naturally tired.
13:45At that time, I'm probably a little different from my original self.
13:49I'm dressed up and working hard.
13:53That means this beer needs
13:56I want to be a beer that goes back to that time.
14:02That's why I made it.
14:04That's why it's Wednesday.
14:06It's a Wednesday cat.
14:08People who are attracted to the person who is squeezed in this way
14:12Listen to the actual story and decide on the taste, design, and naming.
14:18Yahoo! has increased its core fans by making a beer that pierces deep into a specific layer.
14:25It is said that such people support most of the sales.
14:29The fan's heat is divided into about five stages.
14:33The ratio of sales of customers with the highest degree of concentration and heat is about two-thirds of our total.
14:44It's like the law of the parade.
14:46A strong supporter of 20% creates a sale of 80%.
14:50Are the other two companies doing this kind of personal setting?
14:54No, I haven't.
14:56It's not like that.
14:57We're just making what we want to drink.
15:00The fans of Isegado are mostly men in their 30s and 50s.
15:04The male support rate is overwhelmingly high.
15:07What about you, GALS?
15:09I think it's the opposite.
15:12In the end, as I said earlier, there is only a 1.7% market.
15:17So if you calculate this much and it becomes like this, how will it spread?
15:22I think it will be narrow.
15:23So I stick to the contents.
15:26I stick to the beer and make it.
15:28There are five designers in the label.
15:31I don't know what will come out with the customer.
15:34Because I can't draw.
15:36If I can't draw, I can't tell the craftsman that I want him to buy it.
15:42You mean you leave it to the professional.
15:44It's not a beer for 100 people.
15:47It's a beer that is supported by one of the 100 people.
15:49It's a beer that is supported by one of the 100 people.
15:52I'm narrowing this down.
15:55Delivery-only original content is distributed continuously on Teletubbies.
16:01This is amazing.
16:04I can't filter the taste I've come up with.
16:07I can't pass the key.
16:09But I developed a lot of technology to produce non-filtered beer at room temperature.
16:14This time, I'm going to talk about beer.
16:18Here is an old joke.
16:21This time, I'm going to talk about beer.
16:25It's scary to talk about beer in front of professionals.
16:29When I was in trouble, it was history.
16:31I used to drink beer with a straw.
16:35I don't drink it with a straw now.
16:37There was a beer about 5,000 years ago.
16:40I put MAMUGI in it and let it ferment.
16:42Even if I wanted to drink it, I couldn't drink it.
16:46I had to drink it without swallowing it.
16:48There was a lot in it.
16:50I drank beer with a straw to get rid of it.
16:54What do you think of this?
16:56It's still on the wall of Mesopotamia.
16:58Did you know that?
17:00Did everyone know that?
17:02Everyone knew that.
17:05I'll do my best next time.
17:07On the other hand, ISEKADO.
17:11ISEKADO has won four consecutive awards in the beer world.
17:16ISEKADO is very particular about taste.
17:19I've been a judge for more than 20 years.
17:23If it's this beer, I can get a medal in the world championship.
17:26I know this is not good.
17:28We promise our customers.
17:30If it's not at the level of being able to get a medal, we won't put it on the market.
17:33As I said at the beginning, I love microorganisms.
17:39That's why I specialize in beetles.
17:41I pick wild beetles from all over the world and make beer.
17:45Wild beetles make a lot of complex scents.
17:48There is a shrine called YAMATOHIME SHRINE in ISEKADO.
17:52I picked beetles from the nearby forest.
17:54Do wild beetles really live?
17:56That's right.
17:58I picked it from a tree.
17:59I went to AMAMI OSHIMA the other day.
18:01I picked beetles from flowers.
18:03I was asked by JR.
18:05I made a beer celebrating the 150th anniversary of the opening of the railroad.
18:08I first ran the railroad at SHINBASHI YOKOHAMA.
18:11I picked beetles around SHINBASHI STATION.
18:13Is it okay?
18:15It's okay.
18:17I don't use the ones I picked.
18:19I increase the number of beetles.
18:21I grow beetles in a clean environment.
18:23Do you know where the beetles are?
18:25I look at the movement of insects.
18:26I look at the movement of insects.
18:28I look at the movement of bees, butterflies, and beetles.
18:32There is a place where beetles feed on insects.
18:35There is a place where beetles feed on insects.
18:40I was told that wild beetles come to pick up coins on the beach.
18:44I sometimes pick up gold coins.
18:47That's amazing.
18:49That's really fun.
18:51That's really fun.
18:53In addition, he actively collaborates with other companies.
18:57He is also working hard to spread awareness.
19:02From Shimazu Production Company to Koikeya.
19:07There are various companies he works with.
19:09For example, the owner of Calmination Brewery in Portland is a good friend of mine.
19:15He told me to make a HGIP that is starting to be popular in the United States.
19:18This is my cat.
19:20Is it your cat?
19:22This is my cat.
19:24He likes cats, too.
19:26I drew a picture of his cat.
19:28I drew a picture of his cat.
19:30Do many people like cats?
19:32Do many people like cats?
19:34Do many people like cats?
19:36Do many people like cats?
19:39I can't feel it.
19:42Let's drink.
19:44Where did you get this tool?
19:46I got it from a tree near Yamato-hime Shrine.
19:49I'm the only one who can use this tool.
19:53Do many people like cats?
19:55Do many people like cats?
19:57Do many people like cats?
19:59Do many people like cats?
20:01Do many people like cats?
20:03I feel like if I make a cat label, it will sell well.
20:06I feel like if I make a cat label, it will sell well.
20:08There is such a cold analysis.
20:10If you look at this, there are people who buy it.
20:13It's cute.
20:15This is a small brewery in Aomori Prefecture.
20:19The theme of the brewery is a cat.
20:22There are only cat products.
20:24The name of the brewery is called cat.
20:27Gares, who develops about 100 kinds of beer a year,
20:33uses a tool called tsugaru-ben for the name of many products.
20:39I searched for the meaning of shakoi and nahyanzu.
20:44I searched for the meaning of shakoi and nahyanzu.
20:46Tsugaru-ben doesn't have many words.
20:49Young people don't want to use it because it's embarrassing.
20:52It's a waste.
20:54Instead of using strange words,
20:56you can change the meaning of shakoi when you drink beer.
21:02You can change the meaning of shakoi when you drink beer.
21:05You can change the meaning of shakoi when you drink beer.
21:10I do what I want to do inside the can.
21:13So I want the outside world to know about Aomori Prefecture.
21:16I see. That's the difference.
21:18There are three types of beer I make.
21:22The beer I want to drink by myself.
21:24The beer I want to make by myself.
21:26And the beer that sells.
21:28I balance those two and think about Aomori Prefecture.
21:32It's like a market in or a product out.
21:36Gyaru-san's story is connected to that.
21:39The beer I want to drink by myself.
21:41The beer I want to make by myself.
21:42And the beer that sells.
21:43I balance those two and think about Aomori Prefecture.
21:48The heated conversation continues with Teletubbies.
21:54I want people to know what kind of beer is Japanese.
22:00Japan's craft beer to the world.
22:03India is definitely going to be a major brewery in the world.
22:08The hop that colors the craft beer is also very deep.
22:13It's like a green grape.
22:18What is necessary to expand the market?
22:21A thorough discussion.
22:22It's cloudy and smells good.
22:24Let's produce it at room temperature.
22:26It's definitely difficult.
22:27If it's delicious, I'll buy it.
22:29If it's bad, I'll buy it.
22:30From now on, it's craft beer.
22:33Teletubbies will continue to broadcast.
22:38It's bitter.
22:39Did you eat it?
22:41This program is broadcast on Teletubbies TVer.
22:46The domestic version is also fulfilling.
22:48It's a guidebook that you can rely on.
22:50How to walk on the earth.
22:52A collaboration project with TV Tokyo.
22:56How to walk as a business person.
22:59Is this a hotel?
23:00It's a guest house.
23:02The navigator is the editor-in-chief, Miyata Tokatsu.
23:06We are TV Tokyo's two people.
23:09In Teletubbies, we will broadcast information and original content that we couldn't introduce on the ground.
23:16In Marunouchi, a business district famous in Japan,
23:19we will introduce three work spaces.
23:23We will introduce seminars and activities that are useful in the business scene.
23:29There is no such thing.
23:30There is no such thing.
23:33And the recommended spot chosen by the editor-in-chief Miyata.
23:37Marunouchi Night Spot, where the editor-in-chief goes on how to walk on the earth, will also be broadcast on Teletubbies.
23:44In addition, in Ginza, a high-sensitivity city,
23:47there is a lunch where you can taste the top-notch food in a reasonable way.
23:51There is also a work technique to become a business person that the mother of a luxury club in Ginza recommends.
23:58I think people are everything.
24:00I think money will come later.
24:03If you can't take care of people, I don't think you can do anything.
24:09How to walk as a business person.
24:11Please watch it on Teletubbies, full of original information.
24:16Next time on Entaku Confidential,
24:18The professional quality management will be concluded.
24:21It is very important to create a quality that makes you want to be a fan.
24:25I'm looking for a bug.
24:28Look forward to it!