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Learn from Haneda Breweries, the makers of craft gin.
How to make wise use of crafan.
<Part 1>
#Pick up
野呂駿佑さん from「Haneda Brewery」
writer:Ryoko Kuraishi
Ms Noro in the centre, director Yuichiro Suzuki on the right and Shuntaro Kobayashi on the left.
Why a craft beer brewery made craft gin.
Launched in 2014 with the idea of 'brewing beer from our town', Haneda Beer Brewery has specialised in craft beer making, mainly on an OEM basis.
The brewery's first craft gin, BathLabGin, was created in 2019.
The reason why the brewery first focused on craft gin was because they felt that gin had the same diversity and freedom as craft beer.
The use of juniper berries is the only exception, but there are so many different botanicals and extraction methods, and the taste can change with the slightest difference in the recipe.I thought that was interesting," says Shunsuke Noro, who was in charge of development, looking back on that time.
Our first craft gin turned out better than we had expected, but we wanted to make a gin with more of a story to tell.
This is because gin, which has a high degree of freedom in terms of ingredients and production methods, is also attractive because of the story that the product embodies.
For example, as Haneda Beer, which has been promoting its products as 'from Tokyo', could it use botanicals born in Tokyo?
The company came up with cedar and cypress from Okutama.
'It's not just that a Tokyo-based producer uses Tokyo materials.
Our representative majored in water quality research when he was a student, so I thought that we could express the story of 'where water comes from' and 'the relationship between the forests of Okutama, the Tama River and the drinking water of the city of Tokyo' in a craft gin using cedar and cypress from Okutama."
The KURAFAN also received support from people involved in forest development in Okutama.
Noro said that although she knew about the existence of Kurafan itself, "it was something used by celebrities and influencers, and not something that we were close to".
However, when we looked at the project from a different perspective, we could see that there was a trend of people becoming fans of the makers of the products because they empathise with the products.
Sake in particular is a highly selective product, so I thought it would be reassuring to have an unspecified number of people who would be interested in becoming fans and supporting the product.
That's when we decided to give it a go on Crafan."
The benefit of crafan is fan building.
What are your thoughts on the actual challenge?
'After actually taking on the challenge, it became clear to me that Krafan is more of an activity to build a fanbase than a means of raising funds.
Also, as the project also serves as market marketing, it is possible to find out consumer trends before the actual sales.
This was unexpected, but we often receive support from people who are involved in activities to promote the attractions of Okutama, which made us realise once again the importance of the story.
Another advantage of Kurafan is that products can be sold (i.e. the project is launched) when the manufacturing process is ready.
There is a time lag before the returns are distributed, so there is no need for the products at the start of the project.I think this is huge."
On the other hand, we were also able to face our own challenges.
PR power and high-impact photos are a must.
The first thing we felt was the importance of PR and sales skills.
This time, the project page was created with the full support of Fundori, but if we don't convey the appeal of the product and our enthusiasm to the Fundori staff in the first place, it won't be incorporated into the page.
We realised that what we needed to do was to constantly brush up on the appeal of the product.
It is also important to have impactful photographs to convey this.
Only by honing these sensory qualities can you create attractive pages that attract many people.
The first project has successfully reached its goal and is now finished, and the second project is scheduled to start on 26 April.The first project successfully achieved its goal and is now finished, and the second project is scheduled to start on 26 April.
In a new challenge to pioneer the craft drink boom, the company is collaborating with Craft Cola.
'We hope that many people will support the next movement in the drinks industry, the combination of craft gin and craft cola.'
In addition, thanks to the crafan, spirits andHaneda Beer, which is expanding its new fan base in the liqueur genre, can also produce original liqueurs from small lots on an OEM basis.
'Bartenders who want to make original liqueurs for their bars, please feel free to contact us!'
SHOP INFORMATION
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Haneda Brewery 羽田麦酒 |
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1-23-12, Tamagawa, Ota-ku, Tokyo TEL:03-6715-0702 URL:http://haneda-brewery.com/ |
01.01.2025
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- Learn from Haneda Breweries, the makers of craft gin.
How to make wise use of crafan.
<Part 1>