#Japan #Tokyo #Craft Beer #Spring Valley Brewery #Afternoon Break

Crafting a Better Afternoon Break with SPRING VALLEY BREWERY

As the warmth of summer approaches, Kirin Brewery Co., under the leadership of President Hideki Horiguchi, is excited to introduce a unique initiative: the 'Afternoon Break Passport'. Starting on July 1, 2026, this program aims to enrich the leisure time of modern adults by promoting the enjoyment of their craft beer brand, SPRING VALLEY BREWERY, and its limited summer offering, the Fruity Saison.

What is the Afternoon Break Passport?

The Afternoon Break Passport is a catalog-style coupon system featuring discounts for exciting destinations ideal for an afternoon off, such as movie theaters, karaoke spots, and relaxation venues. In collaboration with partners like Krispy Kreme Doughnuts Japan, Daikanyama Tsutaya Bookstore, and Tokyo Prince Hotel, the passport is designed to incentivize short breaks from work, encouraging individuals to savor their time more meaningfully.

The Inspiration Behind the Initiative

The Fruity Saison beer style, inspired by traditional Belgian saisons, was originally enjoyed by farmers during summer breaks. This initiative seeks to connect that history with the contemporary lifestyle of today's adults in Japan. Research conducted by Kirin revealed that only about 19.9% of individuals claim to take time off for themselves, with a staggering 57.2% expressing that they either lack sufficient time or would like more personal time off. The results indicate that taking an afternoon break is significantly beneficial for work-life balance and emotional well-being. Therefore, the Afternoon Break Passport is designed to promote these valuable moments of relaxation.

Collaborating for a Unique Experience

Participating businesses will provide exclusive offers and discounts through the Afternoon Break Passport. For instance:

• - Krispy Kreme: Customers purchasing a box of six donuts will receive the passport featuring a ¥1,000 discount on a selection of 12 donuts.
• - SPRING VALLEY BREWERY Tokyo: Visitors who order a Fruity Saison on weekdays between 11 AM and 4:59 PM can collect the passport, which grants a ¥1,000 discount on food orders over ¥1,500.
• - Tokyo Prince Hotel: Guests dining at select hotel restaurants can avail themselves of a ¥1,000 discount for summer 'Relax Afternoon Beer' offerings.
• - Daikanyama Tsutaya Bookstore: Shoppers can collect the passport and receive discounts for the SHARE LOUNGE.

Each of these offerings has specific time frames and limited availability, so interested participants should act fast to enjoy these benefits!

A Fresh Take on Craft Beer

SPRING VALLEY BREWERY focuses on creating enjoyable beer experiences and is rooted in a respect for William Copeland's original brewery established in Yokohama in 1870. The brand aims to challenge conventional brewing norms and deliver exciting taste experiences.

The launch of the 'Afternoon Break Passport' aims not only to connect craft beer enthusiasts with new flavors but also to attract those who have yet to experience the world of craft beer. Through collaborations with local breweries, restaurants, and various events, Kirin Brewery seeks to foster connections between customers and craft beer, contributing to the evolution of beer culture for the next generation.

Conclusion

So mark your calendars for July 1, 2026, and prepare to enhance your summer afternoons with the SPLING VALLEY BREWERY's Fruity Saison and the innovative Afternoon Break Passport. Take a break, sip on some refreshing craft beer, and embrace the luxurious leisure that you deserve this summer. Let’s toast to the joy of living well!