Tokyo Rococo White Aims to Create a Market for Luxury Beer in Fancy Restaurants

 In the finest restaurants in the world, beer is rarely served. The reason isn’t because beer couldn’t pair well with great food, but because a beer that chefs and restauranteurs would serve with pride didn’t exist, according to the makers of Japan’s first luxury beer known as ROCOCO Tokyo WHITE. The beer is described with the same sort of loving language usually reserved for fine wine: 

“We brew ROCOCO Tokyo WHITE in Shizuoka, Japan from the naturally purified waters of Mount Fuji. With its silky luxurious texture, fruity aroma and sharp finish, ROCOCO Tokyo WHITE is described as having the delicate texture of champagne and the depth of a fine wine or nihonshu.”

The pitch is working. Since launching last year, the beer is served in over 100 Michelin starred restaurants across Japan and has been expanding to other countries as well. The beer is meant to be served in a wine glass and the bottle design as well as their gift packaging is so popular, people are even selling used bottles on eBay.