Snow Peak releases its first craft beer with Tsumagoi Kogen Brewery
Snow Peak launched its first craft beer, NOASOBI HAZY IPA, on July 17. The beer was co-developed with Tsumagoi Kogen Brewery, a self-brewing microbrewery in Tsumagoi, Gunma, and is sold at Snow Peak direct stores in Japan, with some exceptions.
Hop BroThis one really makes you want a drink outdoors. On July 17, Snow Peak launched its first craft beer, "NOASOBI HAZY IPA," developed with Tsumagoi Kogen Brewery.
MugiWait, what! I think of Snow Peak as tents and camping gear, and now beer too!? And developed with Tsumagoi Kogen Brewery sounds seriously legit.
Hop BroIt is legit. The beer is a Hazy IPA style, using Strata and Centennial hops for citrusy aroma, gentle malt sweetness, and a light finish.
MugiWhoa, okay! But what was that double dry hopping method thing in the article? It sounds like doing laundry twice.
Hop BroI respect that interpretation, but no laundry here. Dry hopping means adding hops during or after fermentation, and doing it twice is basically an aroma boost technique that pushes fragrance without making it too bitter.
MugiSo it is more like getting wrapped in aroma instead of punched by bitterness? Nice. And at 5% ABV, it sounds light at 5% and easy to enjoy.
Hop BroExactly. It comes in 330ml, costs 880 yen tax included, and will be sold at Snow Peak stores except some locations, so available at stores nationwide is a strong point too.
MugiThat is amazing. So you shop for a tent, check out a mug, then grab a beer too? Paying with a tent in the same basket feels dangerously fun.
Hop BroAnd the brewery choice matters. Tsumagoi Kogen Brewery in Tsumagoi Village, Gunma, has been brewing with local character, even using homegrown hops in its beer.
MugiOh, so it is not just a flashy collab. Snow Peak's idea of enriching time in nature and a local brewery rooted in its region really make a perfect match.
Hop BroThat is exactly it. It also sounds designed to pair with food, not just camping, so this feels like a sunset beer waiting to happen.
MugiI am fully sold now. I want to crack open a "NOASOBI HAZY IPA" outside and toast on the grass right away!
On July 17, Snow Peak released its first craft beer, NOASOBI HAZY IPA. The beer was co-developed with Tsumagoi Kogen Brewery, a self-brewing microbrewery based in Tsumagoi, Gunma, and was designed as a drink that fits naturally into time spent outdoors.
The beer is a hazy IPA brewed with Strata and Centennial hops, using a double dry-hopping process to bring out aroma. Snow Peak describes it as offering a gentle malt sweetness, a fresh citrus-like aroma, and a light finish. It comes in 330 ml cans, has 5% ABV, and is priced at 880 yen including tax. Sales are being handled through Snow Peak direct stores in Japan, excluding some locations.
Tsumagoi Kogen Brewery has long focused on brewing in Tsumagoi Village and emphasizes the character of its local environment. The brewery’s official site says it uses homegrown hops and continues to sell beer and offer tastings while focusing on brewing operations. That background makes the collaboration a natural fit for Snow Peak, a brand that has long tied its products and services to time in nature.
The beer is not positioned as a flashy novelty. Instead, it reads as a practical collaboration between two brands with clear ideas about place, flavor, and how beer should accompany meals and outdoor time.
Information may be inaccurate. Please refer to the brewery’s official channels for the latest details.
Hop BroThis one really makes you want a drink outdoors. On July 17, Snow Peak launched its first craft beer, "NOASOBI HAZY IPA," developed with Tsumagoi Kogen Brewery.
MugiWait, what! I think of Snow Peak as tents and camping gear, and now beer too!? And developed with Tsumagoi Kogen Brewery sounds seriously legit.
Hop BroIt is legit. The beer is a Hazy IPA style, using Strata and Centennial hops for citrusy aroma, gentle malt sweetness, and a light finish.
MugiWhoa, okay! But what was that double dry hopping method thing in the article? It sounds like doing laundry twice.
Hop BroI respect that interpretation, but no laundry here. Dry hopping means adding hops during or after fermentation, and doing it twice is basically an aroma boost technique that pushes fragrance without making it too bitter.
MugiSo it is more like getting wrapped in aroma instead of punched by bitterness? Nice. And at 5% ABV, it sounds light at 5% and easy to enjoy.
Hop BroExactly. It comes in 330ml, costs 880 yen tax included, and will be sold at Snow Peak stores except some locations, so available at stores nationwide is a strong point too.
MugiThat is amazing. So you shop for a tent, check out a mug, then grab a beer too? Paying with a tent in the same basket feels dangerously fun.
Hop BroAnd the brewery choice matters. Tsumagoi Kogen Brewery in Tsumagoi Village, Gunma, has been brewing with local character, even using homegrown hops in its beer.
MugiOh, so it is not just a flashy collab. Snow Peak's idea of enriching time in nature and a local brewery rooted in its region really make a perfect match.
Hop BroThat is exactly it. It also sounds designed to pair with food, not just camping, so this feels like a sunset beer waiting to happen.
MugiI am fully sold now. I want to crack open a "NOASOBI HAZY IPA" outside and toast on the grass right away!
