#Japan #Shibuya #Spring Valley #JAPAN Ale #Murakami Seven

A Unique Craft Beer Experience at CRAFT AROMA SHOP

Unveiling a fresh perspective on craft beer, SPRING VALLEY BREWERY is set to launch the CRAFT AROMA SHOP from April 3 to April 5, 2026, at the former Michisato venue in Shibuya. This special event emphasizes not just consuming craft beer but also appreciating the intricate hop aromas that define each brew.

The event aligns with the rebranding of three flagship beer products of SPRING VALLEY, including an exciting update to the SPRING VALLEY BREWERY JAPAN Ale. Collaborating with renowned olfactory artist Kan Izumi, the shop will debut unique aromas inspired by hops, offering attendees an immersive experience where they can appreciate the fragrance before drinking.

Celebrating the Richness of Hops

At the heart of the event is an educational and sensory experience themed around Murakami Seven, a unique hop variety from Japan. The first floor will recreate the ambiance of a flourishing hop field, allowing attendees to delve deep into the story of this miraculous hop, which was rediscovered and revitalized after nearly fading into obscurity.

Murakami Seven is celebrated for its unique qualities, which were enhanced in the JAPAN Ale's recent revitalization. This hop, once known as Ejashi No. 7, faced near extinction in the 1990s due to the burgeoning market's preference for imported hops. However, Atsushi Murakami, the mastermind behind its development, diligently preserved this variety through meticulous cultivation practices. Following the 2011 Tohoku earthquake, he reinvigorated its production, leading to a resurgence of interest and appreciation for this local treasure.

Multi-Sensory Hops Experience

On the main level, aromas crafted by Kan Izumi explore the complex and nuanced characteristics of hops used in three of SPRING VALLEY's signature beers—Murakami Seven, IBUKI, and Nelson Sauvin. Attendees will encounter aromas designed to evoke contrasting elements such as freshness, humidity, dryness, and fruity notes, showcasing the multifaceted appeal of these hops.

On the lower levels, a sophisticated bar area will provide craft beer enthusiasts a chance to taste samples of these unique brews, including the reimagined JAPAN Ale, available for just 500 yen per tasting. The three featured offerings will include:

• - SPRING VALLEY BREWERY Hojun Lager 496 (140ml)
• - SPRING VALLEY BREWERY Silk Ale White (140ml)
• - SPRING VALLEY BREWERY JAPAN Ale (140ml)

After sampling these delightful beers, guests will receive a mini aroma spray inspired by Murakami Seven, perfect for enjoying the depth of hop fragrances at home.

CRAFT AROMA SHOP Details

The CRAFT AROMA SHOP will be open from 11 AM to 8 PM during its three days, featuring free admission for those aged 20 and above. Attendees are encouraged to explore the immersive environments dedicated to hops and craft beer, as well as exciting promotional materials.

In line with the event, it's important to note that age verification will occur at the entrance to ensure compliance, enhancing a responsible drinking environment. As the crowd may lead to temporary capacity limits, guests are advised to arrive early or expect possible wait times.

This unique venture is not just about tasting; it’s an invitation to engage with the artistry and craftsmanship that goes into craft beer. Whether you’re a long-time connoisseur or a curious newcomer, the CRAFT AROMA SHOP promises an enriching encounter with the world of brewed beverages and their captivating aromas.

Prepare for an unforgettable sensory journey at the CRAFT AROMA SHOP, where the artistry of hops meets the passion for craft beer.