IBREW Ebisu Ekimae Store Announces Results of the Yebisu Beer Project and 5/16 Joint TTO
In an Instagram post, IBREW Ebisu Ekimae reported the results of the “Grand Prix for a Specialty Dish That Pairs with Yebisu Beer, as Imagined by Ebisu’s Chefs,” which had been running since 3/16. It also announced a joint tap takeover by HINO BREWING, KYOTO BEER LAB, and FLORA FERMENTION starting on 5/16.
Hop BroIBREW Ebisu Ekimae Store has brought in the results of its something that pairs well with Yebisu campaign. In the “Grand Prix for a Specialty Dish That Pairs with Yebisu Beer, as Imagined by Ebisu’s Chefs,” which started on 3/16, the shop’s Peri Peri Chicken didn’t win a prize, but it did take third place in the Beer Experience category.
MugiWait, third place with Peri Peri Chicken? That’s already pretty amazing, right? But what is the Beer Experience category? That sounds weirdly cool all of a sudden!
Hop BroThe point is that it’s a category judged not just on how good the food tastes, but on the overall experience with the beer. So they’re looking at things like the excitement of the first bite and how well it matches as you keep drinking.
MugiOhhh! So it’s not just the flavor, but the pairing when you drink it that’s part of the competition. Craft beer contests are way deeper than I expected.
Hop BroAnd the main event starts here: from 5/16, it’s a three-brewery joint TTO. HINO BREWING, KYOTO BEER LAB, and FLORA FERMENTION will all be there, and a total of about 30 beers are scheduled to be tapped at once.
MugiWhat! About 30 beers tapped all at once? That’s basically a beer amusement park. Being able to drink one keg after another sounds like the kind of thing that would get anyone hyped up!
Hop BroWhat’s more, guests from each brewery will visit on the 16th, so the cool part is that you can drink while hearing directly from the brewers. For people who love that stuff, once they start talking about yeast or how they use hops, it’s hard to stop.
MugiI’ve heard of yeast in passing, but is the way hops are used really that different? If someone explains it before I drink, I feel like I’d suddenly become smarter!
Hop BroFor example, hops can be added later to bring out the aroma, or used to balance the bitterness. And since you can compare each brewery’s personality this time, the differences from keg to keg should be a lot of fun.
MugiAnd there are reservation-only courses too, right? A course with up to 47 beers sounds dizzying just hearing the number! But I totally get wanting to work through them one by one.
Hop BroExactly. LIMITED is up to 8 kinds, EXTREME is about 35, and ULTIMATE is up to 47, so it’s nice that you can choose how you want to drink. Since they’re open straight through from 13:00 to 23:00, it’s easy to drop by whether for daytime drinking or after work.
MugiBeing able to get that bar-hopping feeling right by the station at STM Ebisu Building B2 in Ebisu Minami is the best! And now we’ve even talked about the Peri Peri Chicken, so honestly, the only reason we need is to go drink!
Looking Back at the Campaign Since 3/16
The IBREW Ebisu Ekimae post begins with a report on the results of the “Grand Prix for a Specialty Dish That Pairs with Yebisu Beer, as Imagined by Ebisu’s Chefs,” which had been held since 3/16. The shop’s Peri Peri Chicken did not place in the prizes, but it took third place in the Beer Experience category.
From 5/16, a Three-Brewery Joint Tap Takeover
Next up is the announcement of a three-brewery joint tap takeover by HINO BREWING, KYOTO BEER LAB, and FLORA FERMENTION. A total of about 30 beers are scheduled to be tapped all at once, and guests from each brewery will visit the venue on the 16th. For anyone who wants to enjoy side-by-side tastings of rotating kegs at a beer pub right by Ebisu Station, this is hard to miss.
Reservation-Only Courses Also Available
The flyer also introduces reservation-only courses for May via Tabelog. The LIMITED course offers up to 8 kinds of craft beer, the EXTREME course about 35 kinds, and the ULTIMATE course up to 47 kinds, with the number of beers you can drink increasing step by step. With 2-hour and 3-hour course options, it’s easy to choose for a day when you want to drink seriously.
IBREW Ebisu Ekimae Store is a beer pub located in the B2 floor of STM Ebisu Building in Ebisu Minami, Shibuya Ward, Tokyo. Open continuously from 13:00 to 23:00, it’s an easy place to stop by thanks to its spot right by the station, whether for a weekday evening or a daytime drink on the weekend.
Information may be inaccurate. Please refer to the venue’s official channels for the latest details.
Hop BroIBREW Ebisu Ekimae Store has brought in the results of its something that pairs well with Yebisu campaign. In the “Grand Prix for a Specialty Dish That Pairs with Yebisu Beer, as Imagined by Ebisu’s Chefs,” which started on 3/16, the shop’s Peri Peri Chicken didn’t win a prize, but it did take third place in the Beer Experience category.
MugiWait, third place with Peri Peri Chicken? That’s already pretty amazing, right? But what is the Beer Experience category? That sounds weirdly cool all of a sudden!
Hop BroThe point is that it’s a category judged not just on how good the food tastes, but on the overall experience with the beer. So they’re looking at things like the excitement of the first bite and how well it matches as you keep drinking.
MugiOhhh! So it’s not just the flavor, but the pairing when you drink it that’s part of the competition. Craft beer contests are way deeper than I expected.
Hop BroAnd the main event starts here: from 5/16, it’s a three-brewery joint TTO. HINO BREWING, KYOTO BEER LAB, and FLORA FERMENTION will all be there, and a total of about 30 beers are scheduled to be tapped at once.
MugiWhat! About 30 beers tapped all at once? That’s basically a beer amusement park. Being able to drink one keg after another sounds like the kind of thing that would get anyone hyped up!
Hop BroWhat’s more, guests from each brewery will visit on the 16th, so the cool part is that you can drink while hearing directly from the brewers. For people who love that stuff, once they start talking about yeast or how they use hops, it’s hard to stop.
MugiI’ve heard of yeast in passing, but is the way hops are used really that different? If someone explains it before I drink, I feel like I’d suddenly become smarter!
Hop BroFor example, hops can be added later to bring out the aroma, or used to balance the bitterness. And since you can compare each brewery’s personality this time, the differences from keg to keg should be a lot of fun.
MugiAnd there are reservation-only courses too, right? A course with up to 47 beers sounds dizzying just hearing the number! But I totally get wanting to work through them one by one.
Hop BroExactly. LIMITED is up to 8 kinds, EXTREME is about 35, and ULTIMATE is up to 47, so it’s nice that you can choose how you want to drink. Since they’re open straight through from 13:00 to 23:00, it’s easy to drop by whether for daytime drinking or after work.
MugiBeing able to get that bar-hopping feeling right by the station at STM Ebisu Building B2 in Ebisu Minami is the best! And now we’ve even talked about the Peri Peri Chicken, so honestly, the only reason we need is to go drink!
