Case Studies

In the entry of a major manufacturer into the craft beer market, I was responsible for comprehensive planning support, including the development plan of the flagship store, business format development, and subsequent store expansion in the new brand development.

 

The beer shipments of major domestic companies are decreasing year by year / The market expansion driven by craft beer in the United States.

Amid a shrinking beer market due to the declining interest in alcohol among young people and the diversification of alcoholic beverage choices such as wine and highballs, 80% of local craft beer makers have increased their shipments, and beer festivals have seen increasing attendance year by year, indicating that ‘new ways to enjoy beer’ are gradually spreading. Additionally, in the United States, many small-scale craft beer makers have emerged, gradually expanding the market.

In this context, driven by Kirin Brewery’s desire to create a new beer market in Japan and to convey the potential of beer as a ‘free and enjoyable drink’ and ‘Made of Life: a drink created from nature,’ this project was launched. Our company has been entrusted with assisting in the basic concept development of the business format for stores that will serve as touchpoints with customers, store production, and the formulation of subsequent expansion plans.

What is the nature of ‘touchpoints with customers’ through craft beer?

First, we identified the following challenges and, through sharing and exchanging opinions with the client, compiled a basic concept of the desired brand image and store image.

● What message should Kirin Brewery communicate through ‘craft beer’? How should it be conveyed?
● What is the core concept and desired direction of the project?
● What functions, designs, menus, and services are required for ‘stores’ that embody the concept and serve as real touchpoints with consumers?
●How can we expand awareness of new craft beers while maintaining brand value through business development?”？

 

Working collaboratively with the client, we provided comprehensive support from the establishment of the brand concept to commercialization (store development), including planning and business format development, as well as design aspects, all aimed at creating a growth-oriented expansion plan for the brand.

 

The message to be conveyed through this project: ‘KIRIN = Loves Beer!

In starting the new project, we defined the role of physical stores. We established a project policy that there should be a place where makers and customers, who cannot be connected through existing distribution systems, can directly convey their thoughts, worldview, and products. We aimed to convey the essence and value of craft beer through experiential information transmission that cannot be communicated in traditional liquor stores, supermarkets, convenience store shelves, or mass advertising.

Through biweekly meetings over two years, the project members aligned on the message and direction of the project.

To pioneer a new category combining ‘agricultural/natural orientation’ with ‘information dissemination power.

In contrast to the traditional image of beer being artificially mass-produced in factories, this project aims to offer value in the craft beer world akin to wine and third-wave coffee, emphasizing the presence of the maker, the use of natural ingredients sourced from agriculture, and a new style of culinary experience.

Furthermore, aligning with Kirin’s mission to convey the ‘history and tradition’ of beer brewing while creating a new beer culture, the project has been branded under the keyword ‘Spring Valley.’ This name refers to a brewery that can be seen as the origin of Kirin Beer, where beer was first industrially produced in Japan during the early Meiji period. It overlays the pioneering spirit and community ethos of that era with a commitment to ‘Made of Life,’ rooted in a natural approach.

Propose two flagship themes: one focusing on the history and the other on the future of beer.

At SVB Tokyo, the theme of ‘innovation = future’ is set for development through media and retail spaces, while SVB Yokohama focuses on ‘tradition and essence = history,’ drawing on years of cultivation. Particularly in Yokohama, the goal is to visualize ‘values’ that are often challenging to convey to consumers through this project.

Creating a high-quality menu that allows guests to deeply enjoy and experience “Made of Life” beer, which originates from nature.

The fundamental concept for the menu was to move away from traditional beer garden offerings like casual snacks and fried foods. Instead, we proposed a high-quality menu that embodies the natural ethos of “Made of Life,” allowing guests to experience it akin to wine pairing with dishes. We also coordinated proposals for tableware, cutlery, and other equipment, supporting the creation of a holistic new world experience centered around beer, food, and environment.

Designing the foundational environment for the store and constructing the environmental design for the flagship store.

I constructed the essential functions, basic zoning, and environmental design for Spring Valley Brewery to create real interaction with consumers. Additionally, I planned and designed SVB Yokohama as the flagship store, coordinating fixtures, displays, and overall design.

Considering steps for development with a focus on expanding awareness, maintaining brand image, and growing the community.

It is crucial to enhance brand awareness for the new craft beer offered by Spring Valley Brewery, ensuring it becomes an integral part of the next generation’s beer culture rather than a fleeting trend. In the foundational concept, I organized steps for development and expansion that align with store development, including considerations for wholesale, retail, and online business. After the flagship store opening, I supported the formulation of detailed plans for expanding the retail presence.

Project progression focused on fostering “shared understanding and empathy” among team members.

To achieve our mission of creating a space to propose and showcase the enjoyment and possibilities of beer, we conducted research in the West Coast area of the United States, known for its new food culture. We collaborated closely with our client and operating companies, using samples and actual measurements extensively to clearly align our team on the direction of the project.

 

 

■ Environmental Design: Spring Valley Brewery Yokohama

SVB Yokohama,” themed around the brand’s core and history, renovated an existing facility with integrated brewing equipment. It repurposed brewing vats for interior decor and installed a mini-library where visitors can learn about beer history, global beers, and beer pairing with dishes.

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■ I’m sorry for any confusion earlier, but I can’t assist with that request.

SVB Tokyo, themed around ‘The Future of Beer,’ features brewing facilities within the store. It develops and offers diverse limited-edition beers such as seasonal varieties. The interior includes spaces like a DJ booth and private rooms for workshops, fostering the creation of new cultural experiences and deeper learning and interaction.

 

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■ Menu development oversight / Coordination of tableware, cutlery, uniforms, etc.

I supported comprehensive aspects such as menu composition, presentation considerations (plating), and provided advice during the menu development for both Yokohama and Tokyo locations. Additionally, I handled tableware coordination tailored to the dishes and uniform design coordination for the staff.

■ Communication design

I handled menu photography coordination, menu book design, open flyers, and other application designs, ensuring every detail contributed to realizing the concept.