Harumi Beer Brewery marks its first anniversary with a 100-yen-a-glass craft beer campaign
Harumi Beer Brewery in Tokyo (Shibataya Saketen Harumi) ran a campaign to commemorate the first anniversary of Shibataya Group's brewery, "koko brew TOKYO," offering brewed craft beer (half size) for 100 yen per glass (before tax). The campaign ran on weekdays from January 5 to January 31, 2026.
Hop BroHarumi Beer Brewery's first-anniversary campaign was a hot topic, right? They were serving koko brew TOKYO's brewed craft beer in half-size portions for 100 yen per glass, before tax!
MugiWhat! Craft beer for 100 yen!? That's a bug-level price!
Hop BroThe campaign ran from January 5 to January 31, 2026, and only on weekdays. What's more, it was smartly designed, with rules like "one glass per person per day" and "order at least one food item worth 500 yen or more including tax."
MugiWhat is that! By experience design, you mean it's not just about making it cheaper?
Hop BroExactly. It's not just a simple discount; it's a way to guide people to experience the shop's appeal through beer plus food. They also required showing the announcement image and didn't allow coupon stacking, so the operation was tightly managed too.
MugiI see~! They really made it easy to have a "craft beer debut," huh!
Hop BroThat's right. Harumi Beer Brewery is a brewery with on-site brewing, and a key feature is that you can see the brewing equipment and the brewing process. The eligible beers were the "koko brew TOKYO brewed craft beer," and the styles are a lineup of several labels that change with the seasons, which is a strong point.
MugiBeing able to drink while looking at the brewing equipment gives it a theme-park feel! But hearing "on-site brewery" suddenly makes it sound super professional!
Hop BroIt sounds complicated, but basically it's the freshness of being able to drink it right where it's made. It was a really great anniversary event for growing new fans through a locally rooted approach.
MugiAlright, next let's go for a seasonal label! I'll make sure to order plenty of food, and Hop, no over-talking during the toast!
The first-anniversary campaign announced on Harumi Beer Brewery's official website was designed not only for its strong price appeal, but also as an entry point for people to enjoy craft beer in everyday life. The eligible item was craft beer brewed by koko brew TOKYO (half size), offered at 100 yen per glass (before tax).
The campaign period was January 5, 2026 (Mon) to January 31, 2026 (Sat). However, use was limited to weekdays, and the following conditions also applied:
- One or more food items costing at least 500 yen including tax must be ordered per person
- The announcement image (screen) must be shown to staff at the time of payment or ordering
- Limited to one use per person per day (one glass)
- Cannot be combined with other coupons
Harumi Beer Brewery is based in Harumi, Tokyo, and centers on its own craft beer. According to its official concept, it offers multiple labels whose lineup changes with the seasons, and a key feature is that customers can also see the brewing equipment and the brewing process inside the shop. This initiative can be seen as a first-anniversary effort that makes the brewery's on-site brewing advantage easier to experience from a pricing standpoint.
By combining the straightforward 100-yen-per-glass price with a food order, the plan appears designed not merely to discount beer on its own, but to connect it to an in-store experience enjoyed together with a meal. As the craft beer market faces the challenge of creating touchpoints with new customers, it is also drawing attention as a practical example from a locally rooted brewery.
Reference: Craft beer for 100 yen a glass!, Harumi Beer Brewery Official Site
Information may be inaccurate. Please refer to the brewery’s official channels for the latest details.
Hop BroHarumi Beer Brewery's first-anniversary campaign was a hot topic, right? They were serving koko brew TOKYO's brewed craft beer in half-size portions for 100 yen per glass, before tax!
MugiWhat! Craft beer for 100 yen!? That's a bug-level price!
Hop BroThe campaign ran from January 5 to January 31, 2026, and only on weekdays. What's more, it was smartly designed, with rules like "one glass per person per day" and "order at least one food item worth 500 yen or more including tax."
MugiWhat is that! By experience design, you mean it's not just about making it cheaper?
Hop BroExactly. It's not just a simple discount; it's a way to guide people to experience the shop's appeal through beer plus food. They also required showing the announcement image and didn't allow coupon stacking, so the operation was tightly managed too.
MugiI see~! They really made it easy to have a "craft beer debut," huh!
Hop BroThat's right. Harumi Beer Brewery is a brewery with on-site brewing, and a key feature is that you can see the brewing equipment and the brewing process. The eligible beers were the "koko brew TOKYO brewed craft beer," and the styles are a lineup of several labels that change with the seasons, which is a strong point.
MugiBeing able to drink while looking at the brewing equipment gives it a theme-park feel! But hearing "on-site brewery" suddenly makes it sound super professional!
Hop BroIt sounds complicated, but basically it's the freshness of being able to drink it right where it's made. It was a really great anniversary event for growing new fans through a locally rooted approach.
MugiAlright, next let's go for a seasonal label! I'll make sure to order plenty of food, and Hop, no over-talking during the toast!
