Lululu Beer

Today I want to introduce Lululu Beer in Maebashi, Gunma, and the brewer's background is interesting from the start. The founder, Yakuto Takeuchi, is actually a freelance copywriter.

He's from Aomori, came to Gunma for university, and after working at a community radio station and a newspaper company in Maebashi, he went freelance. His mother liked beer, which seems to have influenced him, and he gradually became deeply into beer himself. He trained at breweries in Mie, Saitama, and Tokyo, and opened his own brewery in 2023.

It’s a renovated former Scandinavian furniture store. The first floor has four brewing tanks and a plaza called Ruru Park with decomposed granite spread on the ground. The second floor is the beer stand. The best part is that you can drink right next to the brewing equipment.

There’s a regular beer called "Shianzaka," and a black version, "Black Shianzaka," is also in development. Another highlight is "Mebuku. Beer." It’s a Smash IPA with a simple one-malt, one-hop setup, but the hop used is one that local shop owners in downtown Maebashi grew themselves.

The concept is "using beer as the fuel of the region," which is a very copywriter-like choice of words. They also make beers using fruit from Maebashi, and they’ve been featured in an-an and Sanpo no Tatsujin. It looks like they also do pop-up sales in Shibuya, so there may be a chance to drink it in Tokyo too.