Last Updated on March 4, 2025 by Vlad
Best Picks & Insider Tips in 2025
Japanese beer has a rich history and a distinctive brewing tradition. It has gained worldwide recognition for its quality, variety, and unique brewing techniques. It is often described as having a crisp, clean taste.
Exploring the fascinating beer culture of Japan can be an eye-opening experience. Beer is by far the most popular alcoholic beverage in Japan, and it is not hard to see why. The quality, variety, accessibility and affordability make it the go-to drink for most Japanese people.
Did you know the Japan is the world’s 7th largest consumer of beer? I bet you didn’t.
Personally I am a red wine bloke (God bless you Aussie Shiraz), but when in Japan I can’t help but chuck the grape juice for beer. I frequently get asked by family and friends “what is the best Japanese beer“? So in this very detailed guide, I’ll cover some characteristics that define these beers as distinctly ‘Japanese’, introduce 12 must try varieties from around the country and look at more traditional etiquette surrounding drinking in Japan.
Whether you are reading this post sitting in your comfy sofa in New York or Sydney and are researching Japanese beer, or are currently travelling through Japan, enjoy discovering a whole new world of flavour while gaining valuable insight into its exciting history – kanpai!
Table of Contents
Exploring Japanese Beer
Japanese beer has been around since the Edo period, when Dutch traders introduced brewing techniques in Nagasaki. Present-day beers from brands like Asahi and Kirin are now known across the world due to their unique taste derived from local ingredients such as rice, wheat, hops and barley. The latest advancements of Japanese craft breweries have resulted in a wider selection of lagers and innovative microbrews for every type of drinker to enjoy – whether they’re after the crisp flavour found within an Asahi Super Dry or something more robust like a crafted IPA!
The Five Major Japanese Beer Brands
Japan’s beer scene is anchored by five titans: Asahi, Kirin, Sapporo, Suntory, and Yebisu (owned by Sapporo). These household names shape the country’s rich beer culture at home and abroad.
These brands dominate convenience stores, supermarkets, and izakayas across Japan, evolving with new releases each year.
Top 5 Breakdown
- Sapporo, originating from the city of the same name, is renowned for its clean and crisp taste. As the oldest beer brand in Japan, it has a strong following and is often associated with traditional beer-drinking experiences.
- Asahi Super Dry, on the other hand, has gained popularity for its light and refreshing profile, making it a go-to choice for many beer enthusiasts. In 2024, Kirin overtook it with 37% market share to Asahi’s 35%, but it’s still a powerhouse.
- Kirin Ichiban Shibori, known for its smooth and full-bodied flavour, has captivated the palates of beer lovers with its commitment to quality.
- Suntory Premium Malt’s, crafted with carefully selected ingredients, offers a well-balanced and satisfying drinking experience.
- Yebisu, a premium beer brand now owned by Sapporo, presents a range of styles that cater to premium tastes, showcasing the brewery’s dedication to craftsmanship and quality. In Japan, Yebisu is popular with older and more experienced drinkers, and it’s my 2nd favourite Japanese beer.
These five major Japanese beer brands embody the essence of the country’s brewing tradition and continue to play a significant role in shaping the beer landscape in Japan. Whether enjoyed at a local izakaya or savoured alongside Japanese cuisine, these brands have become an integral part of the Japanese beer-drinking experience.
Top 12 Must-Try Japanese Beers
Best Japanese beer to try now
Are you looking to discover the top Japanese beers that need trying in 2025? From renowned names like Asahi Super Dry and Kirin Ichiban, as well as adventurous Ale and sugar-free alternatives, there is a great selection of beers for every taste preference. Whether an experienced drinker or just exploring new flavours, these drinks are sure to delight all palates.
No matter what kind of experience you’re after from your brews – crisp refreshers or full-bodied malty ones, this list will have something perfect for any occasion! So if it’s the best Japanese beer on offer that interests you, then be prepared to try one or more of these ten must-have beverages today (now top 12 as I couldn’t help but include two more beers to my list)!
Sapporo Black Label
This is my personal favourite – a ripper of a lager from Japan’s oldest brewery. Sapporo is a lager beer with a rich, roasted malt flavour, known for its clean and crisp taste, and a delicious, long-lasting aftertaste. Perfectly balanced, it does indeed provide a great drinking experience. 5% alcohol by volume. Usually costs around ¥320 in a supermarket for a 500ml can in 2025.
Suntory Premium Malts
Suntory Premium Malt’s is an expertly crafted German Pilsner-style beer, boasting a full-bodied aroma and flavour. A distinct blend of select malt, hops and pure water results in this unique brew that offers notes of aromatic hop as well as light carbonation with its golden hues. Somewhat sweet and ale-like aftertaste (in particular during the hot summer months). It’s no wonder why Suntory Premium Malts has become renowned for the quality ingredients it utilises – true testament to Japanese beer craftsmanship. Usually costs around ¥340 at a supermarket (500ml can) in 2025, or about ¥350 at convenience stores.
Yebisu Premium
Big, bold and beautiful – three words to define Yebisu.
Yebisu the Premium is a beer of outstanding quality that follows Germany’s Beer Purity Law in its brewing process, which restricts it to only using water, hops and barley. This well-crafted Japanese brew has hints of malt and hops for an exquisite, deep flavour, perfect for those who appreciate great beer. Its dedication to traditional methods yields a deep taste experience that guarantees satisfaction with every sip. In Japan, Yebisu is popular with older and more experienced drinkers, and is my 2nd favourite Japanese beer. Being a premium beer, it is also slightly more expensive than Sapporo, Kirin and Asahi. Usually costs around ¥340 at a supermarket for a 500ml can in 2025.
Kirin Ichiban
Kirin Ichiban is a full-bodied, all-malt lager. Through the unique process of Ichiban Shibori brewing technique, it provides an incredible richness in its flavour and aroma which brings forth smoothness as well as sweetness to savour. A perfect accompaniment for yakinku (Japanese barbecue) or any other dish, Kirin Ichiban beer guarantees a tantalizing taste experience like no other! Usually costs around 300 yen at a supermarket for a 500ml can.
Asahi Super Dry
For decades, Asahi Super Dry has been sought after by beer aficionados around the world for its crisp taste and dry finish, and a light and refreshing flavour profile. This Japanese lager is incredibly versatile – perfect to quench one’s thirst on a hot day or accompany delectable dishes like sushi, tempura, and yakitori. In Japan, Asahi Super Dry is the most popular beer, and is especially popular with younger people and less experienced drinkers. Usually costs around 300 yen at a supermarket for a 500ml can.
Orion Premium Draft
Orion Premium Draft is a superior Japanese light beer with its complex malt character and natural effervescence. Refined in temperate conditions, it has an easy going taste that boasts soft malts, grassy notes, trace minerals as well as subtle bitterness. If you are a fan of beer that originates in tropical places then this one is for you.
Perfect Suntory Beer
If you were blind folded and you tried Suntory’s PSB, would you ever think that this beer is sugar-free? I bet you wouldn’t. It tastes like beer, it feels like beer, it is a beer with zero sugar, and 5.5% alcohol by volume.. Suntory claims it took them 5 years to perfect the PSB, and I say well done to your amazing team! Highly recommended!
Kirin Ichiban Shibori Cho Hojun
Limited release, not widely available, but well worth a try! Rich and fragrant, craft-beer like to a degree, but with a traditional lager taste. Beats the great Kirin Ichiban Shibori any day of the week in my book. 6% alcohol by volume.
The Premium Malts Japanese Ale
Fruity fragrance, rich taste, refreshing aftertaste. I tried it first over a bbq at a friend’s place in Yamanashi, and loved it ever since despite not really being an ale drinker. 6% alcohol by volume. Perfect for the Japanese summer.
Suntory Draft Beer
A more affordable draft beer from Suntory than it’s flagship Premium Malt’s. It’s am easy drinking beer that’s refreshing and (surprisingly) provides some deep taste. 5% alcohol by volume.
Asahi Draft Beer (Maruev)
Fortune Phoenix (Maruev) beats Asahi’s SuperDry flagship beer any day of the year in my book. A long time restaurant favourite, it was finally re-released back to retail stores at the peak of covid pandemic back in 2021. Flavour, depth, and cheaper than SuperDry!
The Premium Malts Masters Dream
A premium beer, delivering rich flavour, subtle sweetness and soft bitterness. Simply delicious. Beats the flagship The Premium Malts any day of the week, every day of the year. 5% alcohol by volume. Harder to come across, you’d need to go to an upmarket supermarket or a convenience store.
The Craft Beer Movement
Japan’s beer market has undergone a considerable transformation since the mid-90s, as craft breweries have increasingly grown in popularity and government regulations were eased. This expansion is evident across all prefectures, with Tokyo leading the way for both new and established producers such as Asahi, Sapporo, Kirin and Suntory. There are now plenty of bars serving up these special brews along with dedicated stores offering an extensive range of exciting beers to suit any palate. In short, Japan’s thriving craft beer industry continues to develop by providing customers greater variety than ever before!
The Rise of ‘Alternative’ Beer
Over the last 5-10 years there has been an explosion of alternative beer, or what the Japanese would call ‘level 2’ (happoshu) and ‘level 3’ (daisan no bīru) beer. Meaning low or no malt, or low sugar, no sugar, low calorie and zero alcohol beer. These are cheaper beer-like alternatives that cater price sensitive markets, and increasingly to health conscious consumers, while some are also driven by government changes to alcohol taxes and regulations. If you go to a supermarket in Japan, you will find lots of these alternative beers, and they are always cheaper than regular beer (there is your tip if you can’t read Japanese and don’t know what you are buying).
Special or Limited Edition Beer
Whether a marketing gimmick or not, special edition and limited release beers are highly sought after. They certainly work on me, I’m a fair dinkum sucker for special editions (g’day Sapporo and Kirin!!!). Many breweries will release seasonal beers that are only available during specific times of the year. Like Summer Pills by Sapporo – a refreshing draft beer that’s perfect for the hot months. Some beers are only available for sale in a specific geographic location or prefecture, like the Shizuoka Bakushyu beer (gotta love the design too).
I personally like Kirin Ichiban Shibori Toretate Hop(u) beer – (toretate means freshly picked). It offers a lot more flavour than their flagship Kirin Ichiban Shibori. They tend to release it every year, usually in autumn months.
Back in 2023, I stumbled upon The Premium Malt’s Hallertau Blanc special edition beer—aromas of white wine, no sweet aftertaste. Not sure how long it’ll stick around, but if you’re a wine drinker too, give it a try!
Sapporo Draft Beer Nanamaru – I am only mentioning this newly released beer by Sapporo (released in October 2023) as it claims to be 70% lower in purines (and 70% lower in carbohydrates too) as it may be the only choice for those suffering from gout!
How much does beer cost in Japan? Prices Unpacked
How much does a beer cost is a good question, and one with many answers. Prices vary between the brands, supermarkets, convenience stores, and of course restaurants and bars. Here’s the lowdown on Japanese beer prices for tourists and locals alike, updated for 2025—perfect for planning your next cold one!
Supermarkets – Your Cheapest Option:
At a typical supermarket, a 500ml can of Sapporo Black Label goes for around ¥320.
Kirin Ichiban and Asahi Super Dry? Also about ¥320 – bang for your buck beauties.
Yebisu and The Premium Malt’s sit at ¥340-¥360 – a touch fancier, worth it.
Heads-up: Upmarket supermarkets tack on ¥10 to ¥50 per can – pricey joints!
Grab a six-pack? Around ¥1,700 for Sapporo, Kirin, or Asahi; ¥1,900 for Yebisu or Premium Malt’s.
Fair warning: That six-pack only saves you a few yen at certain supermarkets – I’m not kidding!
Convenience Stores – Quick and Handy:
Places like 7-Eleven, Lawson, or FamilyMart bump it up a bit – slightly more expensive. You pay for the convenience factor.
In 2025, a 500ml can of Sapporo, Asahi Super Dry, or Kirin Ichiban averages ¥330-¥340.
The Premium Malt’s and Yebisu? You’re looking at ¥350-¥360 – still a ripper deal.
Perfect for grabbing a tinnie on the go when you’re touring Japan.
Izakayas, Restaurants, and Pubs – Dining Out Costs:
At izakayas, restaurants, or pubs, expect ¥600 to ¥990 for a 500ml jug of draught beer (nama bīru).
Hit happy hour, and it drops to ¥350-¥600—bloody beauty for a budget sip!
These spots jack up the price, but the vibe and grub make it worth every yen.
Why It Varies:
Prices shift with the brand – premium picks like Yebisu cost more than everyday Asahi.
Location matters – supermarkets beat convenience stores, and dining out tops ‘em all. Also, the more affluent or upmarket an area is, the higher the price you will pay.
For tourists sussing out Japanese beer prices, this range helps you budget like a pro.
All these prices add up – in 2024, the Japanese beer market was worth a massive $20 billion, a ripper figure for a nation of beer lovers.
Pricing and Tax Trends
Recent Price Rises
The price of beer in Japan has risen dramatically over the last few years, with hikes of around 25% across the board in 2022 and 2023. While there have been large cost increases for ingredients and raw materials, the hikes are indeed excessive in my opinion, especially by Japanese standards (it’s little wonder the major companies are having upbeat earnings at the moment). Last year the prices nudged up another 5% due to ongoing costs.
October 2023 Tax Changes and Beyond
Starting October 1, 2023, the Japanese government made changes to beer and alcohol taxes in general. The tax on beer went down from 70 yen to 63.35 yen per 350ml. The tax on happoshu (2nd level beer) remained the same at 46.99 yen per 350ml, while the tax on daisan no bīru (third level beer) increased from 37.8 yen to 46.99 yen per 350ml. Changes to taxes on beer and beer-like alternatives are pushing brewers to innovate with options like Sapporo Draft Beer Nanamaru.
What can you expect when dining out?
Beer with Every Meal?
Let’s face it, if you’re visiting Japan, you’ll be eating out every day. And when eating out, you’ll want to have a drink. Japanese beers complement Japanese food perfectly, 365 days of the year, and especially at dinner time!
Menu Staples
Asahi Super Dry and The Premium Malt’s dominate the drinks menus at restaurants and izakayas across the country, and in Tokyo in particular. Followed by Kirin, and Sapporo in distant 4th place. Yebisu is not frequently offered; however, it can be found at more traditional joints serving good-old Japanese food. Non-alcohol beer will always be on the drinks menu, while craft beer is also being offered at more places.
Variety and Trends
These days, fewer izakayas are offering more than one beer brand on their menu; however, the more traditional the izakaya is (tip—look at their menu and prices), the more likely it is they’ll offer 2 or 3 different beer brands. At fine dining restaurants, you’ll generally find a Western beer brand as well as one of the major Japanese beer brands (again Asahi & Premium Malt’s being more predominant, followed by Kirin, then Sapporo, and lastly Yebisu).
Japanese Beer Etiquette and Culture
The Golden Rule
Beer in Japan isn’t just a drink—it’s a social glue with traditions that elevate every sip. One key rule: never pour your own beer. At an izakaya or gathering, someone else fills your glass, and you return the favour – it’s a quiet nod of respect. I botched this my first time in Tokyo, pouring my own Sapporo like a rookie, only to get a gentle laugh from my friend and “I am sorry”. Now, I’m hooked on the ritual – it’s connection in action.
Kanpai and Beyond
Then there’s “Kanpai!” – Japan’s cheer, meaning “dry the glass.” It’s a call to drink deep and bond. During hanami (cherry blossom viewing), I’ve watched strangers unite over Kirin Ichiban, shouting “Kanpai!” under pink blooms. Beer fuels nomikai (after-work drinks) too—Kirin Ichiban flowing as colleagues decompress. For travellers, these customs turn a beer into a cultural moment – raise your glass, say “Kanpai!,” and feel the vibe shift.
Beer Gardens, Bars and Beer Festivals
Summer Hotspots
Beer gardens are popular in Japan during the summer months, and in particular the largest cities of Tokyo, Osaka, and Yokohama. These outdoor venues offer a relaxed atmosphere for enjoying beer and tasty food. There are too many beer gardens for me to mention here. But what I’d recommend is a few beer gardens or beer bars run by the major brewers, like Master’s Dream House (by The Premium Malt’s), the Premium Malt’s House, Yebisu Beer Bars, or even a tour of Kirin Brewery in Yokohama where you can sample beers for free and grab some light bites too!
Festivals in 2025
Attending beer festivals and events in Japan is not just about sampling different beers; it’s an immersive experience that celebrates the craftsmanship, creativity, and camaraderie within the beer community. Whether you’re a beer connoisseur or simply enjoy a good brew, these festivals offer a chance to explore the diverse flavours and styles that Japan has to offer while enjoying the vibrant and festive atmosphere that surrounds the world of beer.
- Great Japan Beer Festival: The Great Japan Beer Festival is one of the largest and most eagerly anticipated beer festivals in the country. Held in various cities, including Tokyo, Yokohama, and Osaka, in May 2025, this festival brings together an extensive selection of craft beers from both Japanese and international breweries.
- Keyaki Hiroba Beer Festival: Located in Saitama City, the Keyaki Hiroba Beer Festival in spring 2025 is a prominent event in the Japanese beer calendar. With over 400 types of craft beers from more than 100 breweries across Japan, this festival offers a paradise for beer enthusiasts seeking new and exciting brews.
- Oktoberfests in Various Cities: Inspired by the world-famous Oktoberfest in Munich, Germany, Japan hosts its own versions of this iconic beer festival in different cities. Tokyo, Yokohama, and Osaka are among the cities that organize Oktoberfest celebrations in fall 2025, attracting a diverse crowd of locals and international visitors.
Recap
The world of Japanese beer is quite special and presents a great opportunity to explore different flavours, styles, and traditions. From the ever-popular Sapporo, Kirin, Suntory, or Asahi options through to new craft brews that are constantly appearing on shelves in stores across Japan, there’s something for everyone with these drinks. In order to get full appreciation of this thrilling beverage experience, it helps to understand cultural elements connected, such as etiquette-related topics and how certain beers complement particular dishes in food pairings—so raise your glass high and shout “Kanpai!” to properly take part in savouring all that Japanese beer has to offer! And remember, when in Japan, try to taste as many different beers as you can, until you’ve found your favourite one!
What’s your best Japanese beer in 2025? Have a crack at as many beers as you can and let me know in the comments below!