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Beer in Japan

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Today there are a growing number of regional microbrew festivals held throughout Japan, including the Great Japan Beer Festival series held annually in Tokyo, Osaka, Nagoya and Yokohama. Every year, the Japan Craft Beer Association holds the Japan Beer Cup, while a competing organization, Japan Craft
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In 1994, Japan's strict tax laws were relaxed allowing smaller breweries producing 60,000 litres (15,850 gal) per year for a beer license or 6000 litres per year for a happoshu license. Before this change, breweries could not get a license without producing at least 2 million litres (528,000 gal) per
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accounting for less than 1% of domestic beer consumption and selected premium imported beers, market opportunities continue to expand. According to local market data, in the first eight months of 2012, shipments of domestic craft beer rose 7.7 percent while sales by Japan's largest brewers continued
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In the US, all four major Japanese brands are available. These include Sapporo Draft, Kirin Ichiban (Number One, as opposed to the normal Lager which is not available), Asahi Super Dry, and Suntory Premium Malt's. Asahi is produced by Molson in Canada, Kirin is produced at Anheuser-Busch facilities
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although, as of 2012, this has become much less common in major cities. Some vending machines have motion activated advertising that displays on small TV screens embedded into them. They play beer commercials and jingles that are seen on TV and heard on the radio. These vending machines began to be
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In the 2000s however, thanks to factors such as licensed production for some bar and restaurant chains, cooperation between micro breweries, and a more educated consumer base, craft beer has seen a more sustained rise in domestic demand. Improved product quality, word of mouth marketing facilitated
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in Guelph, Ontario, Canada. Suntory, brewed in and imported from Japan, is available on tap in select major markets. The availability of brands depends on an individual state's liquor laws, resulting in some beers being available in some places and others not. For example, in Oklahoma, Asahi Super
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In 2020, Kirin surpassed Asahi in the Japanese beer market, holding a 37.1 percent share compared to Asahi's 35.2 percent. This marked the first time since 2001 that Kirin outperformed Asahi. Kirin's market share increased by 1.9 percentage points year-on-year, while Asahi's share decreased by 1.7
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Japan ranked 51st in 2014, equivalent to 42.6 liters per person, reflecting the diversified alcoholic and non-alcoholic beverage market enjoyed by Japanese consumers. Demographic factors are expected to continue to push down sales of mass-market beer products in Japan for the foreseeable future as
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including ales, IPAs, stout, pilsner, weissbier, kölsch, fruit beers and others. After the relaxation of the Liquor Tax Law in 1994, there was an initial boom in microbrewing, but the quality of regional microbrews were often mixed and initial consumer enthusiasm leveled off. The popularity of
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means that open consumption of alcohol on the street or ordinary commuter trains is rare. Japan has very strict laws against operating a motor vehicle or riding a bicycle during or after the consumption of alcohol. Fines, prison time and other penalties can also apply to individuals deemed
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younger consumers are drinking less beer than previous generations. For the calendar year 2013, overall shipments for Japan's five largest brewers were 433.57 million cases, (a case is equivalent to 12.66 liters of beer or 27 US pints) more than 20% off the market peak achieved in 1992.
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having vibrant craft beer scenes, generally with a focus on locally produced and imported beers from the US and Europe. In 2014, Kirin entered the craft beer market with the launch of a wholly owned subsidiary, Spring Valley Brewing, and two brewpubs in Daikanyama, Tokyo, and Namamugi,
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Restrictions during the Second World War that limited the use of rice for making sake boosted beer consumption; by the 1950s, beer was Japan's most popular alcoholic drink. In the 1980s, the country gained renown for its "dry" beer, pioneered by brewers like Asahi.
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by social media websites, the attention given to the rise of US-based craft brewing industry and the growth of independent craft beer retail outlets in major cities, have all contributed to the recent success enjoyed by Japanese craft brewers.
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have also become increasingly popular since deregulation in 1994, supplying distinct tasting beers in a variety of styles that seek to match the emphasis on craftsmanship, quality, and ingredient provenance often associated with
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in 1854 opening Japan to foreign trade. European-style beer was not always immediately popular: one Japanese official described the beer presented by Commodore Matthew Perry at Kanagawa as tasting like "bitter horse piss".
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Other than in serviced restaurants and bars, in Japan beer can be purchased at a wide variety of outlets, including supermarkets, convenience stores, and kiosks at train stations. Beer can also be sold in
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to an unfavourable reception. Production of Sapporo Dry and Sapporo Draft was halted less than two years after their respective launches, and Sapporo Draft later returned to being Black Label.
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Kiuchi brewery was the first Japanese microbrewery to export beer from Japan. Many other Japanese microbreweries now export to North America, Europe, Australia, Singapore, and Hong Kong.
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A tax law revision that went into effect in 2018 lowered the malt requirement for the beer category, allowed more ingredients in beer, and introduced a plan to have beer and
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in direct competition with Asahi Super Dry, but ended up cannibalising profits on their own Kirin Lager Beer brand. Kirin never ended up regaining its 50% market share.
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Although it is technically illegal in Japan to produce beverages containing more than 1% alcohol without a license, the law is rarely adhered to for homebrewers, and
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As of January 2014, Asahi, with a 38% market share, was the largest of the four major beer producers in Japan followed by Kirin with 35% and Suntory with 15%.
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global beer market in 2012 was about 5.55 million kiloliters or about 3.0%. This statistic for total beer consumption in Japan also includes the beer-like
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Beer can legally be consumed almost anywhere in public, with notable exceptions for organized events, summer festivals and spring cherry blossom parties.
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is taxed less than beer, and thus has appeal to the consumer. Beverages with less than 25% malt or no malt at all are often called "third-category beers"
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and beer products have been successfully exported worldwide or are produced locally under license and are distributed in a number of overseas markets.
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after increasing the alcohol content from 5% to 5.5%. This achieved reasonable results, although not enough to slow down demand of Asahi Super Dry.
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beer. The beer cans are typically decorated with pictures of autumn leaves, and the beers are advertised as being suitable for drinking with
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traces its founding heritage to the start of the Osaka Beer Brewing Company in 1889, and the launch of the Asahi Beer brand in 1892.
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Brewed alcoholic beverages in Japan are labelled and taxed according to their malt content (i.e., amount of alcohol derived from
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There are currently over 200 microbreweries in Japan, although many in this number are financially tied to larger
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favorable tax rate "may in the long run favor traditional beer". Before 2018, the beer requirement was 67% malt.
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with beer, as a part of a group, sports team or after-work corporate social bonding activity, is widespread.
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After of relaxation of tax laws in the early 1990s, the commonly used term for microbrew in Japan was
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responsible for supplying alcohol to an intoxicated driver and those traveling in the same vehicle.
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Beer can be sold in vending machines although, this has become much less common in major cities.
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producers, restaurant chains, resort hotels or similar. Microbreweries in Japan produce various
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The Kirin Brewery Company, which held 50% share of the Japanese domestic beer market, launched
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in February 1988, and in May 1989 rebranded their flagship product Sapporo Black Label as
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year. As a result, a number of smaller breweries have been established throughout Japan.
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brand in February 1988 in an "I don't do dry" campaign, while at the same time launching
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Dry, Sapporo, and Orion are available, whereas in Texas, Kirin Ichiban is prevalent.
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must have at least 50% malt, while beverages with less malt are collectively called
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by Asahi Breweries which led to the introduction of dry beer by other breweries.
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is distinguished by its lower price and the absence of the word "beer" (ビール).
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in late 1869 as the Spring Valley Brewery, a private business established by
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was founded in 1876 as a part of a government-directed development plan for
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Craft beer bars and pubs are also popular in Japan's major cities, with
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phased out in June 2000, mainly over concerns of underage drinking.
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Beer Support, has launched the annual Nippon Craft Beer Festival.
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supplies are available from high street stores and websites.
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Brewed in Japan: the evolution of the Japanese beer industry
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in February 1988 in an advertising campaign featuring actor
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The Hakata brewery of Asahi, Japan's biggest brewing company
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and Bass Stout were available in limited quantities in the
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Harrell, Bryan (2012). "Japan". In Oliver, Garrett (ed.).
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Japan's domestic consumption of the total 187.37 million
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The Dry Wars were criticised in an episode of the manga
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in Japan, beer-like beverages made with lower levels of
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Ministry of Land, Infrastructure, Transport and Tourism
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mostly comes from the country's four major breweries,
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Foreign commerce and shipping of the Empire of Japan
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Yokohama: Bright Wave Media Inc. 1157: 1155: 2488:Ministry of Agriculture, Forestry and Fisheries 684: 661: 471: 455: 430: 407: 192: 175: 1425:"Craft Beer Market, Tokyo's artisan ale haven" 678: 668: 465: 449: 424: 401: 269:As Japan reopened to foreign trade during the 199: 184: 2251: 1551: 1152: 1531:Directory of Japanese Brewers (RateBeer.com) 954: 952: 950: 249:is thought to have been first introduced to 1451:"Should time be called on public drinking?" 609:in an advertising campaign featuring boxer 2730:Japan Automobile Manufacturers Association 2600: 2590: 2258: 2244: 1558: 1544: 1100: 735: 691:in their labels and marketing literature. 155:. Beer is immensely popular, far ahead of 2725:Japan Association of Corporate Executives 1161: 1090:"Global Beer Consumption by Country 2014" 984: 947: 718: 166:style lagers, the most commonly produced 108:Learn how and when to remove this message 2549:Simultaneous recruiting of new graduates 1410:Craft Beer in Japan, The Essential Guide 1293: 1056: 1037: 739: 373: 119: 2493:Ministry of Economy, Trade and Industry 1014:. Oxford University Press. p. 67. 899: 507: 2804: 2756:Government-business relations in Japan 1422: 1246:ビール酒造組合 (Brewers Association of Japan) 1009: 786:Japanese beers available outside Japan 766:in Japan is 20 years old. In terms of 586:Sapporo Breweries launched the doomed 560:. It began in 1987 with the launch of 2239: 1539: 1354: 1352: 1296:"Japan's Beer Industry – The Numbers" 1200: 1198: 1196: 1135: 930:"Discovering Tokyo's Craft Beer Bars" 2265: 1407: 1136:Kachi, Hiroyuki (January 16, 2014). 1064:"Global Beer Consumption by Country" 1033: 1031: 895: 893: 891: 889: 887: 443:(also translated as "low-malt beer") 366: 345:national per capita beer consumption 46:adding citations to reliable sources 17: 2595:List of Japan natural gas companies 2342:Monetary and fiscal policy of Japan 1239: 770:, beer drinking and opening formal 757: 13: 2652:Agriculture, forestry, and fishing 2291:Agriculture in the Empire of Japan 1349: 1193: 14: 2828: 2771:Research and development in Japan 2483:Japan External Trade Organization 1524: 1184: 1028: 884: 651: 625: 2599: 2589: 2218: 1501:"Molson to brew Asahi Super Dry" 1040:"What the Japanese are drinking" 1038:Campbell, William (2007-04-13). 850: 836: 245:long predates European contact, 22: 2776:Science and technology in Japan 2621:International rankings of Japan 2605:List of power stations in Japan 2316:Japan–South Korea trade dispute 1507: 1493: 1457: 1453:. BBC News Online. 2 June 2008. 1443: 1416: 1401: 1377: 1338:from the original on 2021-03-02 1320: 1287: 1263: 1252:from the original on 2012-07-22 1233: 1222:from the original on 2018-04-02 1178: 1162:Yamaguchi, Yuki (7 June 2013). 806:, and Sapporo is produced at a 253:in the 17th century during the 33:needs additional citations for 1082: 1070:. Kirin Beer University Report 1003: 985:Alexander, Jeffrey W. (2013). 978: 922: 817: 630:Many breweries in Japan offer 351:However, for locally produced 318: 284:The brewery that would become 189:, literally, "bubbly alcohol") 1: 2636:Prefectures by GDP per capita 2378:Banknotes of the Japanese yen 2203:Alcohol preferences in Europe 1408:Meli, Mark (September 2013). 878: 1567:Beer and breweries by region 1094:Kirin Beer University Report 1012:The Oxford Companion to Beer 902:The Oxford Companion to Beer 866:Beer and breweries by region 7: 2786:Standard of living in Japan 2751:Economic relations of Japan 2529:Japanese management culture 2445:Financial services in Japan 2306:Japanese asset price bubble 1213:National Tax Agency (Japan) 829: 685: 662: 539: 472: 456: 431: 408: 193: 176: 10: 2833: 2347:Industrial policy of Japan 790:Japanese-style commercial 241:Although the tradition of 236: 2817:Japanese alcoholic drinks 2743: 2735:Japan Business Federation 2717: 2644: 2626:List of largest companies 2613: 2572: 2534:Japanese work environment 2516: 2478:Financial Services Agency 2468:Development Bank of Japan 2458: 2450:Japanese financial system 2411: 2403:Scrip of Edo period Japan 2365: 2334: 2301:Japanese economic miracle 2281:Economic history of Japan 2273: 2198: 2172: 2136: 1991: 1771: 1626: 1573: 1140:. The Wall Street Journal 679: 669: 466: 450: 425: 402: 386:Packaged very similarly, 273:, imported beers such as 200: 185: 2761:List of exports of Japan 2393:National Printing Bureau 1010:Oliver, Garrett (2012). 398:grains): legally, "beer" 356:a year on year decline. 1068:www.kirinholdings.co.jp 960:"How Beer Came to Asia" 906:Oxford University Press 736:Methods of distribution 597:Suntory launched their 147:, which mainly produce 2766:National debt of Japan 2440:Capital flows in Japan 2213:List of microbreweries 1472:National Police Agency 800:Williamsburg, Virginia 745: 719:Notable microbreweries 391: 382:selection of beer and 125: 2473:Fair Trade Commission 2352:Trade policy of Japan 1114:. Euromonitor Reports 808:Sapporo-owned brewery 743: 482:elsewhere, including 377: 286:Kirin Brewery Company 204:, literally "bubbly") 123: 2585:Solar power in Japan 2435:Tokyo Stock Exchange 2296:Income Doubling Plan 1423:Swinnerton, Robbie. 908:. pp. 503–504. 508:Major beer producers 323:Beer (and beer-like 42:improve this article 2699:Public corporations 2524:Japanese labour law 2503:National Tax Agency 2498:Ministry of Finance 2460:Government agencies 1300:Wall Street Journal 1112:www.euromonitor.com 548:or ドライ戦争 (どらいせんそう, 363:percentage points. 279:foreign settlements 2694:Private enterprise 2631:Prefectures by GDP 2056:Dominican Republic 1429:www.travel.cnn.com 1389:www.sapporobeer.jp 1385:"エイジゲート | サッポロビール" 764:legal drinking age 746: 605:, later rebranded 392: 294:Norwegian-American 263:Treaty of Kanagawa 126: 2799: 2798: 2233: 2232: 1185:Jeong, Young ho. 1096:. 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Bloomberg L.P 1160: 1153: 1143: 1141: 1134: 1127: 1117: 1115: 1108:"Beer in Japan" 1106: 1105: 1101: 1088: 1087: 1083: 1073: 1071: 1062: 1061: 1057: 1048: 1046: 1044:The Japan Times 1036: 1029: 1022: 1008: 1004: 997: 983: 979: 969: 967: 958: 957: 948: 939: 937: 928: 927: 923: 916: 898: 885: 881: 856: 849: 842: 837: 835: 832: 820: 788: 760: 738: 721: 676: 666: 654: 646:Fuyu Monogatari 628: 607:Suntory Dry 5.5 581:Ichiban Shibori 562:Asahi Super Dry 542: 534:Orion Breweries 524:Sapporo Brewery 514:Asahi Breweries 510: 501: 463: 457:dai-san no bīru 447: 422: 399: 372: 321: 309:Asahi Breweries 301:Sapporo Brewery 239: 197: 182: 114: 103: 97: 94: 57:"Beer in Japan" 51: 49: 39: 27: 12: 11: 5: 2830: 2820: 2819: 2814: 2797: 2796: 2794: 2793: 2788: 2783: 2778: 2773: 2768: 2763: 2758: 2753: 2747: 2745: 2741: 2740: 2738: 2737: 2732: 2727: 2721: 2719: 2715: 2714: 2712: 2711: 2706: 2701: 2696: 2691: 2686: 2681: 2676: 2671: 2666: 2665: 2664: 2654: 2648: 2646: 2642: 2641: 2639: 2638: 2633: 2628: 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720: 717: 700:styles of beer 653: 652:Microbreweries 650: 632:seasonal beers 627: 626:Seasonal beers 624: 577:Kirin Malt Dry 541: 538: 537: 536: 531: 526: 521: 516: 509: 506: 371: 365: 320: 317: 238: 235: 210:Microbreweries 116: 115: 30: 28: 21: 9: 6: 4: 3: 2: 2829: 2818: 2815: 2813: 2812:Beer in Japan 2810: 2809: 2807: 2792: 2789: 2787: 2784: 2782: 2779: 2777: 2774: 2772: 2769: 2767: 2764: 2762: 2759: 2757: 2754: 2752: 2749: 2748: 2746: 2742: 2736: 2733: 2731: 2728: 2726: 2723: 2722: 2720: 2716: 2710: 2707: 2705: 2702: 2700: 2697: 2695: 2692: 2690: 2687: 2685: 2684:Manufacturing 2682: 2680: 2677: 2675: 2672: 2670: 2667: 2663: 2660: 2659: 2658: 2655: 2653: 2650: 2649: 2647: 2643: 2637: 2634: 2632: 2629: 2627: 2624: 2622: 2619: 2618: 2616: 2612: 2606: 2598: 2596: 2588: 2586: 2583: 2581: 2578: 2577: 2575: 2571: 2565: 2562: 2560: 2557: 2555: 2552: 2550: 2547: 2545: 2542: 2540: 2537: 2535: 2532: 2530: 2527: 2525: 2522: 2521: 2519: 2515: 2509: 2506: 2504: 2501: 2499: 2496: 2494: 2491: 2489: 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706: 701: 697: 692: 687: 664: 658: 649: 647: 643: 642: 637: 633: 623: 621: 620: 614: 612: 608: 604: 600: 595: 593: 592:Sapporo Draft 589: 584: 582: 578: 574: 570: 565: 563: 559: 555: 551: 547: 535: 532: 530: 527: 525: 522: 520: 517: 515: 512: 511: 505: 500: 496: 491: 489: 485: 481: 474: 458: 445: 442: 438: 433: 421: 419: 410: 397: 389: 385: 381: 376: 370: 364: 360: 357: 354: 349: 346: 341: 339: 335: 330: 328: 327: 316: 312: 310: 306: 302: 298: 295: 291: 287: 282: 280: 276: 275:Bass Pale Ale 272: 267: 264: 260: 259:Dutch traders 256: 252: 248: 244: 234: 232: 227: 223: 218: 216: 215:Japanese food 211: 207: 195: 180: 179: 173: 169: 165: 160: 159:consumption. 158: 154: 150: 146: 142: 138: 134: 130: 129:Beer in Japan 122: 112: 109: 101: 90: 87: 83: 80: 76: 73: 69: 66: 62: 59: –  58: 54: 53:Find sources: 47: 43: 37: 36: 31:This article 29: 25: 20: 19: 16: 2744:Other topics 2718:Associations 2669:Construction 2559:Nenko System 2554:Shūshin koyō 2544:Labor unions 2539:Labor market 2517:Labor 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