No More “Toriaezu"

One of our visions is to help create a society that acts with purpose. For us, the idea of “toriaezu”, as used when ordering a “beer for now” in an izakaya, symbolises something more fundamental. We hope that we can make an example where there is a recognition that a more ideal society is one where people understand the power of their own choices, and can resist being simply swayed by advertising of prevailing trends.

In today’s world, where overinformation and choices reach the point of being a burden, “toriaezu” is a magic convenience, freeing us from the effort of thought. But what if everyone stopped thinking, pursuing only convenience and speed? At this point, conscious choice ceases to exist. The moment this question arises, those who pause to think before acting emerge, and when even one person who resonates with this joins them, a community that values substance over convenience, and longevity over one-time-use culture, can begin to materialise.

We believe that even seemingly small decisions can hold much more power than people realise.

Community Activities

Beer possesses the power to draw people together. Simply having beer present naturally breaks down invisible barriers, brings smiles to faces, and fostering a communal atmosphere influence. This positive influence then spreads to those not directly involved with the beer itself.

We feel incredibly fortunate and blessed to be doing what we want to do, in the city in which we want to do it. We also are very aware that our ability to have done so has relied upon support from friends, family, some well-wishing supporters, and the local community at large. This makes us want to give back and support where we can. Here are some examples of how we have tried to pay it forward.

In 2021, when COVID-19 raged and society ground to a halt, we wondered what we could do for the restaurants and bars hit hardest, and the staff working there. Together with some Kyoto eateries, we conceived and brewed a beer. Named “Wa”, the kanji for “wheel”, to embody the idea of people supporting each other in a cyclical way, the profits from this beer were donated to the Kyoto Restaurant Association, helping to support workers whose incomes had fallen.

Furthermore, for the medical professionals fighting tirelessly on the front lines to save lives during the pandemic, we prepared nearly 8,000 bottles of beer wrapped in a special “Kansha”, meaning "Gratitude" label. These were distributed to several medical institutions across Kyoto City, intended for moments when they could relax and take a breather.

Beyond direct support, profits from the beer are also donated to organisations working to preserve traditional Kyoto townhouses, groups dedicated to forest conservation, and at times to initiatives such as children's cafeterias and organisations raising awareness of diseases specific to men, helping to support their activities.

Following the devastating Noto Offshore Earthquake in January 2024, we delivered over 15,000 cans of beer to Ishikawa Prefecture within a year and a half. This included not only monetary donations but also a special beer bearing labels inscribed with messages of hope for the victims.

A community where people connect, support one another, and forge strong bonds – if we can contribute to this, even just a little, we believe we will have created something greater than just great beer. The beer we brew is merely a drink, yet we believe this mysterious liquid possesses a special force. Believing this can be a way to contribute, we have continued engaging with various communities, believing this beer can serve as a catalyst or aid for sustaining communities where people connect, support one another, and forge strong bonds. Beer truly has the power to draw people together, and in turn these connections and this community can produce another source of positive societal contribution.