In a post on Sunday, May 10, Beer Stand Amber London announced, "Open today, 5/10 (Sun) at 3 p.m." and expressed gratitude for the visitors who came to the Be Easy Brewing 10th anniversary event held the day before. The post also noted that beer fans and people from the industry gathered, creating such a lively scene that the crowd spilled outside the shop, and it included an apology for any delays in service.

The shop is a beer pub located on the first floor of La Ruche Sendai in Honcho, Aoba Ward, Sendai City. According to its official information, it offers a wide range of craft beers from Miyagi and the Tohoku region, as well as imported beers centered on Germany and Belgium, with draft beer, bottles, cans, and even draft-by-the-liter options. A defining feature is the chance to enjoy beers selected by the owner after seeing Oktoberfests and breweries firsthand, and the shop also promotes a relaxed, unpretentious atmosphere like one you might find on a street corner in the United States or Germany.

The food menu is designed to pair well with beer, including meal-style items such as beer burritos. Even on event service days, it has enough breadth to welcome everyone from those who want to drink seriously to those who want to pair drinks with a meal. As shown by the Be Easy Brewing anniversary event, it can also serve as a venue for brewery gatherings, making it one of Sendai's craft beer hubs.