FETISH CLUB

FETISH CLUB is a pretty unusual presence in the craft beer world. Its concept is "SWEET, ROMANTIC and SEXY." The founder, Hiro, originally worked at a design studio in Shinjuku.

Back in his 20s, Hiro was deeply immersed in gay bars and nightlife in Shinjuku Ni-chome. Near his regular spot, there was an amazing IPA bar, but it closed because of COVID. After that, they started bringing craft beer they bought themselves into the club, and eventually thought, "Then let’s brew it ourselves."

They opened in Hamamatsucho in March 2024. When you go up to the bar on the second floor, neon lights glow pink and blue, a disco ball spins, and techno is playing. It feels like a bar in Seoul. It’s a space you just don’t see in the beer world.

There are 20 taps, and 15 of them are house-brewed. Hiro has a large brewery in his hometown in Yamaguchi Prefecture, so they run a two-base setup, with Tokyo handling small-batch experimental brewing. The one I want you to try is "Ishiharice Beer COLD IPA." It uses the rare Japanese rice "Ishihara rice," and the citrus hop aroma is layered with a gentle sweetness from the rice.

COLD IPA as a style uses lager yeast and finishes dry, so it pairs incredibly well with the lightness of rice. And "Ridiculous Hazy Double IPA with Bergamot & Mandarin" is amazing too. It’s packed with the juicy brightness of bergamot and mandarin.

The artwork is handled by Takehiko, an illustrator who used to be Hiro’s boss, so both the cans and the glasses are very catchy. The design idea is that the experience continues even after you finish drinking. It’s a brewery where you can take home not just the taste of the beer, but the entire space and the memory of it.