KAERU BEER — an Anglo-Japanese Writing & Professional Services consultancy that focuses on international Craft Beer & Cider. A trading name of Matsuda Mulville

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Fragility loses the right to brew without obligation

Fragility loses the right to brew without obligation

Commerce, at its simplest, is the right to trade without obligation. Having obligation to trade without the right is less powerful, less lucrative. Two extreme opposites form a model that demonstrates antifragility. For example, breweries have the right to brew whatever they choose without obligation. […]

Pathfinders and trailblazers reveal new route to taste

Pathfinders and trailblazers reveal new route to taste

Skill, talent and legwork seem less important than ever before. Do cronyism and social media’s universal popularity supersede expertise and flair? What are today’s desirable traits for a life in beer? And who are our innovative, ground-breaking peers refusing to travel a well-trodden path? Who […]

Too many unrelated beer industry groups cannot oversee unified success

Too many unrelated beer industry groups cannot oversee unified success

Sustainable growth and longevity in oversaturated markets. Supporting industry rights and consumer protection that advocate responsible behaviour. And, most important: success challenging homogeny and unscrupulous monopolisation. Common concerns raised within the beer and cider industry. Heard loudest in markets lacking governance and independent self-regulation. Usually […]

Industry on the edge: Hunting Craft Beer to extinction

Industry on the edge: Hunting Craft Beer to extinction

The craft beer industry’s fragile state is a hot topic. Beer Apps driving certain consumer demands are undermining industry confidence. From the supply chain to retailer, from brewers to wholesalers, it affects everybody. Drinkers’ continual search for ‘new’ beer has created a false market. This […]

Airport beer monopolies leave travellers thirsty

Airport beer monopolies leave travellers thirsty

Do national airports act as a model for monopolisation? Does a lack of variety exemplify a beer landscape that will inevitably result from continued heavy-handed domination by big beer tyranny? Only a few years ago thirsty travellers searching for appealing beers were rewarded with choice. […]

Beer Geeks brew social awareness at Jopen

Beer Geeks brew social awareness at Jopen

Beer’s image has undergone a dramatic revamp over recent decades.  The loutish, laddish perception is no longer applicable.  Beer has a social conscience.  The preferred beverage for modern, socially conscious consumers. Beer remains at the heart of much social interaction.  Its relationship with drinkers, however, […]

Is Beer Festival saturation a reality?

Is Beer Festival saturation a reality?

Deciding which beer event to attend on any given weekend is becoming much more of a challenge nowadays.  Each week sees a large number of high-profile events, both nationally and internationally, competing for visitor numbers.  And it should never be a competition. It is seemingly […]

The Life Cycle Analysis (LCA) of beer packaging determines its environmental impact

The Life Cycle Analysis (LCA) of beer packaging determines its environmental impact

A common remark we hear from a variety of beer professionals is that steel kegs are much better for the environment and are the epitome of a ‘circular economy’, purely because they can be cleaned and reused. Often the remark is made either by an […]

Fine beer-drinking weather is a conflict of interest

Fine beer-drinking weather is a conflict of interest

Without the rain and the wet weather conditions we love to hate, we’d be living in a somewhat dryer world. A perpetual, ever-lengthening summer of sweltering days and warm, humid nights may be the ideal pattern of weather for the seemingly solar-powered sun-worshippers who are […]

Beer-lovers and film-buffs, caught between the tigers

Beer-lovers and film-buffs, caught between the tigers

The carpet is red. Of course it is. Movie Premieres focus attention to the big screen, but the premier events are happening in the bars, cafés and restaurants of Rotterdam during the International Film Festival Rotterdam (IFFR). Movies and Craft Beer go hand in hand, […]