The LOHAS movement is a big deal in Tokyo, especially among the young, well-heeled Nakameguro set. Although it seems that many people view it more as a fashion statement than a “lifestyle of health and sustainability”, plenty of companies have realised that serious money can be made by going organic. Thankfully, this also includes breweries:
The verdict: A little bit on the bitter side but worth a try. However, for this kind of money (about ¥300 a can) I think I’ll stick to Suntory’s Premium Malts.
