Himitsu Beer Announces a Limited Seasonal IPA to Coincide with Ise Jingu’s TIME Selection
Mie craft brewery "Himitsu Beer" mentioned in a March 20, 2026 post that Ise Jingu had been chosen as one of TIME magazine’s "50 Places to Visit in the World." At the same time, it announced the release of its seasonal beer "Citrus Monster Seema-kun," made with hassaku.
Hop BroToday’s topic is Himitsu Beer from Mie! In line with the news that Ise Jingu was chosen as one of TIME’s 50 Places to Visit, they’ve released a seasonal new IPA!
MugiWhoa! A tourism story and beer at the same time is the best! Is that name maybe Citrus Monster Seema-kun?
Hop BroExactly, that one. It’s a juicy IPA style, and it’s their seasonal staple for this time of year.
MugiWhat does that even mean? Does juicy mean it’s like juice, or is it specialized hop jargon?
Hop BroGood question. A juicy IPA isn’t just bitter; it’s more like an IPA that emphasizes tropical aromas. It tends to come across as mango- or peach-like.
MugiHuh! And when I saw hassaku and sakuramasu listed as adjuncts, I did a double take like, They’re putting fish in it too!?
Hop BroThat’s what makes it interesting. It’s apparently designed so the freshness of hassaku grown in the fields and the umami from sakuramasu come together for a smooth, light-drinking mouthfeel.
MugiBut 8% ABV is pretty strong, isn’t it? If you drink that while traveling, the buzz might hit first and turn it into a wobbly-feet situation!
Hop BroTrue, the alcohol content is solid. But the finish is tightened up by the slight bitterness of the hassaku peel, so it keeps moving without feeling too heavy. Their message is fueled by local love, wanting to make an Ise trip fun through beer.
MugiIt’s decided! They’ve packed in the whole Ise story and flavor all at once. Tonight, let’s start our pre-drink practice!
Based in Mie, Himitsu Beer delivered news about Ise and a new beer at the same time.
In this post, the brewery referred to Ise Jingu being selected as one of the American news magazine TIME’s "50 Places to Visit in the World," and commented, "We want to keep working harder and harder so people feel they had a fun trip to Ise through beer." The message reflects the brewery’s local perspective as it continues brewing and sharing its work in the Ise-Shima area.
Also introduced at the same time was the seasonal release "Citrus Monster Seema-kun", said to be a standard offering for this time of year. The style is `juicy IPA`, and it was made with hassaku harvested from the fields and sakuramasu as adjuncts, finished at `ABV 8%`.
According to the tasting notes in the post, the aroma leans tropical, reminiscent of mango and peach. That leads into the refreshing, Japanese citrus character of hassaku, while the mouthfeel is smooth. In the latter half, the mild bitterness from the hassaku peel overlaps with the hop bitterness, creating a beer that still has substance while remaining brisk and easy to drink.
As Ise gains more attention from overseas as a tourist destination, Himitsu Beer continues to promote craft beer made with local ingredients. This release clearly shows the brewery’s current approach, connecting local seasonality and travel experiences through beer.
Information may be inaccurate. Please refer to the brewery’s official channels for the latest details.
Hop BroToday’s topic is Himitsu Beer from Mie! In line with the news that Ise Jingu was chosen as one of TIME’s 50 Places to Visit, they’ve released a seasonal new IPA!
MugiWhoa! A tourism story and beer at the same time is the best! Is that name maybe Citrus Monster Seema-kun?
Hop BroExactly, that one. It’s a juicy IPA style, and it’s their seasonal staple for this time of year.
MugiWhat does that even mean? Does juicy mean it’s like juice, or is it specialized hop jargon?
Hop BroGood question. A juicy IPA isn’t just bitter; it’s more like an IPA that emphasizes tropical aromas. It tends to come across as mango- or peach-like.
MugiHuh! And when I saw hassaku and sakuramasu listed as adjuncts, I did a double take like, They’re putting fish in it too!?
Hop BroThat’s what makes it interesting. It’s apparently designed so the freshness of hassaku grown in the fields and the umami from sakuramasu come together for a smooth, light-drinking mouthfeel.
MugiBut 8% ABV is pretty strong, isn’t it? If you drink that while traveling, the buzz might hit first and turn it into a wobbly-feet situation!
Hop BroTrue, the alcohol content is solid. But the finish is tightened up by the slight bitterness of the hassaku peel, so it keeps moving without feeling too heavy. Their message is fueled by local love, wanting to make an Ise trip fun through beer.
MugiIt’s decided! They’ve packed in the whole Ise story and flavor all at once. Tonight, let’s start our pre-drink practice!
