#Japan #Tokyo #BREWDOG #ZWICKEL HELLES #German Lager

BrewDog's Exciting New Release: 'ZWICKEL HELLES'

BrewDog, the UK's leading craft beer brand, is shaking up the beer world once again with the introduction of its latest creation, 'ZWICKEL HELLES'. On September 2, this groundbreaking German-style lager takes its first steps into the Japanese market, and beer enthusiasts are buzzing with excitement. Brewed in BrewDog's Berlin facility, 'ZWICKEL HELLES' is a new addition that showcases the company’s commitment to innovation and quality beer.

The brewing style is rooted in history, having originated in Munich at the close of the 19th century. This traditional German Helles Lager is characterized by its brilliant golden hue and an inviting aroma that evokes sweet malt, grain, and freshly baked bread. As you take your first sip, the beer presents a rich texture that smoothly transitions into a light finish, leaving behind subtle hints of spice.

Style: German Helles Lager
ABV: 5.0%
Volume: 330ml
Retail Price: ¥438 (incl. tax)
Availability: Initially launched in approximately 300 stores across Honshu, Shikoku, and Kyushu, including 'Aeon', 'Aeon Style', and 'Aeon Liquor'. Note that some stores may not stock this item, and it will be discontinued once planned quantities are sold out.

While many may associate BrewDog exclusively with their signature IPA, the introduction of 'ZWICKEL HELLES' marks a strategic departure to explore other styles. BrewDog firmly believes that true craft spirit lies not in being confined to a particular style, but rather in pushing boundaries to innovate across all genres of beer. The essence packed in a single can represents a hybrid of tradition and rebellion, and it's a product worth discovering in stores.

To celebrate the launch, BrewDog Roppongi hosted an exclusive pre-tasting event on August 27, where beer aficionados were able to sample 'ZWICKEL HELLES' before its official release. The flagship store welcomed 50 devoted fans, affectionately known as PUNKS, who eagerly participated in this tasting experience. A presentation by Nick Colaccino, the APAC Operations Manager, was streamed online, allowing fans to gain insights into the brewing process and unique characteristics of 'ZWICKEL HELLES'. Feedback from attendees highlighted the beer's drinkability and appealing packaging design, stirring up even more anticipation among the PUNK community.

The event, termed 'PUNKS MEETING', was organized through the BrewDog PUNKS PASS fan community, which is free to join. Signing up is a great way to stay updated on future product launches and events.

Beginning September 2, BrewDog Roppongi will offer the distinct experience of enjoying 'ZWICKEL HELLES' on draft. This presentation will allow patrons to savor the fresh aroma and rich taste that comes from draft beer, akin to no other experience. For those passionate about craft beer, this is an opportunity not to be missed.

Explore BrewDog Roppongi

BrewDog Roppongi is the only official BrewDog bar located in Tokyo, Japan. Since opening in 2014, it has offered 22 taps of craft beer, showcasing not only BrewDog’s classic Punk IPA but also other carefully selected guest beers from Japan and around the world. Visitors are immersed in an authentic brewpub atmosphere while enjoying a selection of food that pairs perfectly with beer, including burgers and pizza.

Location: 1F Saito Building, 5-3-2 Roppongi, Minato-ku, Tokyo 106-0032 (3-minute walk from Roppongi Station)
Business Hours:
Weekdays: 17:00 - 24:00
* Weekends and Holidays: 15:00 - 24:00

About BrewDog

Founded in April 2007 in Fraserburgh, Scotland, BrewDog has become known as the #1 craft beer company in the UK. With over 100 bars worldwide, including locations across Europe, the USA, and Asia, BrewDog brings innovative craft beer to a global audience. Among its extensive lineup, PUNK IPA stands out as a groundbreaking beer that captured the world's attention, thanks to its tropical fruit notes and sharp bitterness.

As BrewDog continues to redefine the craft beer landscape, its innovative spirit shines through in every can, making it an essential experience for beer lovers everywhere.