To protect Japanese hops. Kirin supports community development in Tono City, a production area
Kirin is supporting activities in Tono City, Iwate Prefecture, where the hops are grown, in order to preserve the delicious taste of Japanese hops, which are essential for beer brewing.
Although the hop harvest peaked in Tono City in the 1980s, the number of hop farmers has continued to decline. Against this backdrop, Kirin is working with local farmers to create a sustainable future by tackling issues related to hop cultivation and developing a project aimed at revitalizing the entire region.
History of Hop Cultivation in Kirin and Tono City
Hop cultivation began in Tono City in 1963. The city was suffering from cold damage and it was difficult to grow crops, so in the search for a new crop, the city came across hops, an ingredient in beer. This led to a contract between Tono City and Kirin for the cultivation of hops, and a deep cooperative relationship was established.
In the 1980s, Tono City became the largest hop production area in Japan. However, due to the influx of hops produced overseas as a result of import liberalization and a lack of successors, the area under cultivation shrank, and by 2000 the number of farmers had dropped to less than 80.
Against this backdrop, Kirin implemented a number of initiatives to support hop cultivation in Tono City. We have worked hand in hand to pass on the techniques necessary for hop cultivation, including support for quality improvement. As a result, hop cultivation in Tono has come back to life and is opening up new possibilities together with the local community.
Even today, Kirin continues to work with Tono City to support sustainable hop cultivation.
Revitalizing the community through the Beer Village Project
In 2007, Tono City and Kirin launched the Beer Village Project to support hop farmers and revitalize the community. The project aims to solve local issues by supporting farmers and renovating their facilities using tax payments and donations to municipalities.
In addition, the company is focusing on community development utilizing hops as a local resource, and is promoting the brewing of beer using hops produced in Tono. By utilizing hops and beer as a local specialty and strengthening ties with the tourism industry, efforts are underway to create a sustainable future for the entire region. The company also organizes events to promote hops and beer in Tono, and advances economic circulation by maximizing the use of local resources.
Through these efforts, the company is contributing to the local economy and urban development, and creating a sustainable society for the next generation.
University Career Education Activities at Kirin Brewery Sendai Plant to Deepen Ties with the Local Community
In 2019, Kirin Brewery Sendai Plant started career education activities in collaboration with local universities. In this activity, we help students actually experience a series of operations from hop cultivation to beer production. Students deepen their understanding of local industry while learning about the hardships and joys of beer production.
Through this initiative, we hope that students from the region will become familiar with local industries and become a force that will support the region in the future. This activity also leads to the revitalization of the entire region, which is a step toward creating a sustainable future.
Enjoy Tono's hops with KIRIN ICHIBAN TORETATE HOP
One such beer that can be enjoyed using hops from Tono City is KIRIN ICHIBAN TORETATE HOP, which is released for a limited time each year.
The fresh hops grown with great care by hop farmers in Tono and Kirin's meticulous manufacturing process come together to create a special flavor. This beer is filled with warmth and connection with the local people, and we share the joy of this beer with the local people each year it is released.
