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Aeon Retail and Local Brewery Collaborate to Develop Craft Beer for Young People


Aeon Retail's Tokai Company is selling a limited edition craft beer called "Wakamono ni Okuru Ale" (Ale for Young People) at 38 Aeon and Aeon Style stores in partnership with local brewery Weimar Market and students from Chukyo University in Nagoya, starting on March 24. Fourth-year students at Chukyo University, Kazuma Sugita and Taro Ozeki, proposed the development of a new product targeting young people during their investigation of Weimar Market for their graduation thesis. They focused on a "refreshing aftertaste" rather than bitterness after conducting tastings and surveys at the university. Weimar Market then developed a craft beer with a soft mouthfeel, using Belgian wit that is low in bitterness and new New Zealand hops called "Nectaron," which provides a slight peach-like aroma. The name "Wakamono ni Okuru Ale" was chosen from over 200 candidates, meaning "Ale for Young People" to support the younger generation.


Weimar Market President Yasuhiro Yamamoto stated, "I had noticed the younger generation's tendency to move away from beer, but fruit beers that simply reduce bitterness do not make them like beer. By using hops that have a slight peach-like aroma while maintaining the bitterness of beer, it could be a trigger for young people to like beer."


Aeon Retail also stated that they would expand their sales floor in response to the rise of the craft beer trend.



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