From September 2nd to 7th, Isetan Shinjuku is hosting "Feel the Craft Beer - Isetan Craft Beer Fair," the first-ever craft beer fair to be held at a department store, in the event hall on the 6th floor of the main building.

The event features a lineup of 107 different items, including daily specials. Drinks can be exchanged for airline ticket-style tickets, giving the feeling of tasting beer while traveling around Japan. Draft beers will also be available, including "Akita Komachi Brown Rice Beer" from "ONLY MI," brewed exclusively at Isetan Mitsukoshi, making this a luxurious event that will appeal to not only craft beer fans but also anyone. There will also be a stand-up eat-in space, and a wide selection of food that pairs well with beer, including Yabatan's pork loin cutlet, Pizzeria Amici's Italian-style offal burger, and Niku no Uesugi's Yonezawa beef plate, limited to 50 sets per day. Also special for this event, the Roppongi branch of the UK's BrewDog, the first official bar in Asia, will be opening a bar within the venue. The space, which has been faithfully recreated from the Roppongi branch, includes relaxing sofa seating and a counter with draft beer dispensers. Along with authentic British dishes such as "Toad in the Hole" (555 yen) and "Fish & Chips" (925 yen), the bar will offer a wide variety of craft beers, from high-alcohol to chocolate-flavored.

Craft beer is divided into six main types, with the smooth "Pilsner" being the most popular and available in a wide variety. Also rapidly gaining popularity is "India Pale Ale," with its citrus aroma and strong bitterness. And "Fruit Beer," which combines various fruits, is easy to drink and recommended for people who don't like beer and women.

One of the attractions of craft beer is the myriad flavors that can be created by combining recipes. In Japan, after the revision of the Liquor Tax Act in 1994, small beer breweries were established all over the country, and local beer became a booming specialty product. This is considered the beginning of the craft beer boom, and in recent years, with stable quality and a better price, it has quickly become a trend.

The buyers' recommendations are "Miyazaki Kumquat Bitter Ale" (Only MI/Miyazaki, Miyazaki Hideji Beer), a fruit beer with a soft kumquat aroma that lingers in the aftertaste, and "HopRelax" (Only MI/Kanagawa, Sankt Gallen), which has a fruity aroma and just the right amount of crispness. Also, "Beard Brewing" in Shuzenji, Shizuoka, has several different daily menus, so you can enjoy different flavors over the course of two days. Various beers are on sale at the venue, so if you find one you like, you can purchase it and enjoy it again at home.