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New Suntory Japanese beer tells you what time to drink it

By Oona McGee, RocketNews24

According to Suntory Japan, different times of the day call for different types of beer.

While there’s nothing like an icy cold beer to help you unwind during summer, as the weather cools, alcohol manufacturers look for other ways to keep people interested in their brews. Suntory Japan is looking to hold everyone’s interest with two brand new limited edition releases for autumn and winter, with packaging designed to make an impact on store shelves, with the intriguing “Hop Time 6:00 p.m.” and the “Hop Time 9:00 p.m.”

According to the company, the 6:00 p.m. variety is designed for drinking as the sun goes down, with the can’s light orange-hued packaging designed to represent a glorious sunset. Created with Hallertau Blanc hops and a late hopping process, the beer is said to have a fruity, aromatic flavour not unlike white wine, perfect for setting the scene for an “elegant evening”.

The 9:00 p.m. variety is packaged in a can that reflects its recommended hour for drinking, with a sparkling, clear starry night sky. This one uses Citra hops and a late hopping process to infuse smooth floral and citrus flavours into the brew. The aroma, supposedly reminiscent of citrus, is designed to bring the exhilarating experience of winter star-gazing to your tastebuds.

Available at stores around the country, both beverages won’t be around for long so be sure to get in quick for a taste of beer o’clock before they’re gone forever.

Source: Suntory Japan

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I'm sorry boss, I have to leave early, I must drink my beer by 6 PM

6 ( +6 / -0 )

What an unusual gimmick to sell a beer. I don't think American beer companies have come close to marketing a beer like this....

-1 ( +0 / -1 )

It's 6pm somewhere.

9 ( +9 / -0 )

I need the "AM 7.00" version to keep me sweet on the morning commute.(Followed by the 7.20 etc....)

7 ( +7 / -0 )

Why doesn't Suntory quit the gimmicks and just make good beer?

4 ( +6 / -2 )

This is happoshu, not real beer.

5 ( +5 / -0 )

Suntory needs to call Madison Avenue and hire someone who understands marketing.

0 ( +1 / -1 )

More marketing bollocks from a marketing company masquerading as a brewer. Dog preserve us!

3 ( +3 / -0 )

There is no problem with Suntory's marketing skills. They appear to be selling well. The problem is - and I use the word advisedly - the quality of their products. Suntory have a very broad line of products ranging from mediocre to sub-zero!

In all fairness, their high end whiskies are pretty good. But anything less than 5,000 yen a bottle is white liquor with flavouring. One of my students worked at Suntory, so I have this on good authority.

And Malts. Why, oh why do people drink this crap?

0 ( +1 / -1 )

Lack of education about beer causes people to drink Malt's. (Don't forget the '.)

1 ( +1 / -0 )


I'm sure that's part of it.

I remember giving a Japanese friend a glass of an excellent American craft beer. It wasn't super hoppy, just a well made, well rounded brew, a pale ale - not IPA.

He took one gulp, pulled a face and shouted "Nigai!" (bitter)

Did he expect it to be sweet?

It's what you're used to, I suppose.

1 ( +2 / -1 )

I moved to NYC from Tokyo last summer and realized beers are much better in the United States. I'm not sure if this is a reflection of the nationality but Japanese beer manufacturers are kind of seeking for "the average". Beers in the US have way much more varieties. Hope innovators will show up on the beer market in Japan. Not like this way..

1 ( +1 / -0 )

I understand some people like beer, my wife has a can with dinner most evenings for example. But I've never had a beer and thought 'delicious'. I personally think it is not a tasty drink at all, and while I've been a beer drinker in my life, it was to get drunk, not because it tasted good to me. Of course some taste better than others, but none of them taste great to me. I would never drink a non-alcoholic beer, because you'd get none of the good (getting drunk) while still having to taste the beer. I'd rather drink some tea or something else that tastes nice.

0 ( +0 / -0 )

@Strangerland I agree with you on ' I drink to get drunk.' part. Lots of people blew their caps when I mentioned that there is not something delicious about beer or any alcoholic beverages for me and tried to educate me about the various taste or difference in them. I tried lots of beers from different countries and I drink their own beer whenever I travel there or travel on their national airliners. They were still all similar in my opinion.

0 ( +0 / -0 )

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