The Mainichi Daily News recently reported that Kirin will soon start selling a beer with 7% alcohol called, appropriately enough, Strong Seven.

This is both good news and bad news for Japan’s beer drinkers. Good because it’s strong, bad because, well, it’s going to suck. Granted, I haven’t actually tried Strong Seven yet (it hits stores October 22) but I can bet you it’ll taste like crap. Why? Because every Japanese beer priced below the top tier varieties (Asahi Super Dry, Yebisu, etc.—essentially the stuff you can get overseas) is undrinkable.
Strong Seven is classified as a third-category beer. According to Wikipedia, Japanese beer has three categories, largely based on the amount of malt used. The first, which is called simply “beer,” is the good stuff. What you would probably drink if you weren’t homeless or had no taste buds. Drinks in the second category, called happoshu, contain less than 67% malt. The remaining ingredients are made up of things like corn, rice, sorghum, and potato. Really. Lastly, there’s the third category, which is where our Strong Seven falls. Wikipedia says,
Since 2004, Japanese breweries have produced even lower taxed, non-malt brews made from soybeans and other ingredients which do not fit the classifications for beer or happoshu.
Soybeans? Mmm, yummy. The price of 141 yen per 350ml can and 197 yen for a 500ml can reflects this. (To compare, a 350ml can of Asahi Super Dry is more like 200 yen.)
Mainichi says that Kirin is bypassing the younger people that have been buying diet and light drinks lately and going straight for male beer drinkers aged 30-50. Get the job done without a lot of money drinkers. First beer at 7am on the morning train drinkers. Passed out in the park at noon drinkers. Alcoholics.
I’ll stick with Yebisu, thanks.