New Experience to Enjoy Craft Beer Not Just by 'Drinking' but Also by 'Aroma': 'CRAFT AROMA SHOP Presented by SPRING VALLEY BREWERY' Opening Report

Kirin Beer Co., Ltd. (President Hideki Horiguchi)'s craft beer brand "SPRING VALLEY BREWERY" is focusing on the "aroma of hops," which determines the individuality of beer, and will open a limited-time aroma shop*1, "CRAFT AROMA SHOP Presented by SPRING VALLEY BREWERY," offering a new experience of "enjoying craft beer by aroma" for three days from Friday, April 3, 2026, at the event space on the former Sannosuke site in Shibuya.

*1 Aroma products will not be sold.

This event is held to commemorate the package design change*2 of three main products of "SPRING VALLEY BREWERY" and the mid-content renewal*3 of "SPRING VALLEY BREWERY JAPAN Ale Fragrance" (hereinafter referred to as "JAPAN Ale Fragrance"). In collaboration with olfactory artist Kan Izumi, original aromas inspired by "hop aroma" will be developed. By deeply experiencing the "aroma" before "drinking" the beer, you can enjoy the new charm of craft beer.

*2 & *3 Renewals will be sequentially implemented from products manufactured in mid-December 2025.

[Venue Report: Unraveling the Charm of Hops in Two Types of Spaces]

<1F> A Space Imagining a Fresh Hop Field and the Birth Story of the Miracle Japanese Hop "Murakami Seven"

The 1st floor is a space that imagines a hop field. It features an immersive experience with scents inspired by fresh hops. While following the story of "Murakami Seven" written on the walls, you can enjoy a new experience of "enjoying not just by drinking but also by aroma."

■The Miracle Japanese Hop "Murakami Seven," Re-evaluated After 20 Years

With this renewal, "JAPAN Ale Fragrance" has strengthened its crisp taste with reduced bitterness and astringency while maintaining its gorgeous aroma by increasing the amount of the rare Japanese hop "Murakami Seven," known as the "miracle Japanese hop," and adjusting the hop addition timing of the overseas hop "Bravo." Behind the birth of this "miracle Japanese hop" lies a tenacious story of its developer, Mr. Atsushi Murakami. It was called "Esashi No. 7" because it was planted in the 7th row of a test field in Esashi, Iwate, and later named "Murakami Seven" after its developer, "Murakami."

In the 1990s, the beer market at the time prioritized bitterness and cost over aroma for hops, leading to the prevalence of inexpensive imported hops. Many domestic hops disappeared one after another, and the survival of "Esashi No. 7" was also in danger. However, Mr. Murakami quietly continued test cultivation, and its lineage was preserved long and thinly.

A turning point came in 2011. Triggered by the Great East Japan Earthquake, Mr. Murakami, originally from Iwate Prefecture, decided to mass-produce and implement "Esashi No. 7" with the desire to "contribute to Tohoku with hops," and the dormant variety once again came into the spotlight. Its new potential began to be explored under the name "Murakami Seven." Subsequently, in 2016, "MURAKAMI SEVEN Fresh Hop 2016" was offered in limited quantities at the directly managed store "Spring Valley Brewery Tokyo," and its value gradually spread. Against the backdrop of the charm of the inherited Japanese hop "Murakami Seven," "JAPAN Ale Fragrance" underwent a renewal to broaden the new concept of enjoying beer by aroma. The amount of Japanese hop "Murakami Seven" has been increased, evolving the taste to better enjoy its aromatic appeal.

Furthermore, due to its low work load and high yield, it is expected to contribute to the future hop industry for aging Japanese hop farmers. Currently, it is the only canned craft beer used in "JAPAN Ale Fragrance"*4, spreading its charm throughout Japan.

*4 According to Kirin Beer research (as of November 2025).

At the venue (1F), you can see a timeline detailing the history and story of "Murakami Seven."

■A Space to Enjoy Craft Beer Aromas Inspired by Japanese Hop Scents

Immediately upon entering the venue entrance (1F), in the space, artist Kan Izumi presents original limited-edition aromas for the event, which deconstruct the complex aromas of the hops "Murakami Seven," "IBUKI," and "Nelson Sauvin" that create the unique scents of each of the three representative products of "SPRING VALLEY BREWERY," and reconstruct them as aroma fragrances.

<Comment from Olfactory Artist, Mr. Izumi>

　"Each of the three types of hops has its own unique personality, evoking diverse expressions. This time, I set five directions: 'greenness, humidity, dryness, juiciness, and the shadow of bitterness,' sublimating the multifaceted charm of hops as plants into aroma fragrances."

<B1F & 2F> Enjoy Craft Beer with Aroma in a Sophisticated Bar Area

B1F and 2F are bar areas where you can experience a tasting of three types of craft beer. In a sophisticated space symbolizing the brand's worldview, you can fully appreciate the depth of craft beer.

■Craft Beer 3-Type Tasting Experience

At this event, after the aroma experience, you can taste three representative products of "SPRING VALLEY BREWERY," including the renewed "JAPAN Ale Fragrance," at a special price of 500 yen (tax included).

■[Limited Quantity] A Gift to Take Home the "Miracle Aroma"

*5 Mini aroma sprays will be available until supplies last.

■Statement

■Overview of "CRAFT AROMA SHOP Presented by SPRING VALLEY BREWERY"

• Event Period: Friday, April 3, 2026 – Sunday, April 5, 2026

• Event Hours: 11:00 AM - 8:00 PM (Last entry 7:45 PM)

• Venue: Event Space at the former Sannosuke site, Shibuya Scramble Crossing (1-23-8 Jinnan, Shibuya-ku, Tokyo)

• Admission Fee: Free, limited to ages 20 and over.

• Experience: Experience three types of original aromas inspired by hops.

  Tasting and a mini aroma spray gift for 500 yen (tax included)*6

*6 Approximately 140ml of each product will be served.

(Notes Regarding the Entire Event)

• As this is an alcoholic beverage event, it is targeted at individuals aged 20 and over.

• Age verification may be conducted upon participation, and you may be asked to present proof of age.

• Inquiries regarding the event's crowd status, availability of mini aroma sprays, or other on-the-day situations will not be accepted.

• Depending on venue congestion, entry may be temporarily restricted to ensure safety.

• Please refrain from actions that obstruct passage or cause inconvenience to others.

• Please refrain from contacting the venue directly.

• Pets are not allowed to enter.

■Profile of Mr. Atsushi Murakami, Developer of the Miracle Japanese Hop "Murakami Seven"

■Product Overview

1. Product Names: ① "SPRING VALLEY BREWERY Rich Lager 496" ② "SPRING VALLEY BREWERY Silk Ale White" ③ "SPRING VALLEY BREWERY JAPAN Ale Fragrance"

2. Release Date: Sequential change from products manufactured in mid-December 2025.

3. Sales Region: Nationwide.

4. Volume/Container: 350ml can / 500ml can; 3L PET bottle (Tap Marché) / sequential change from mid-December 2025 manufacturing; 1L PET bottle (Kirin Home Tap) / sequential change from February 2026 deliveries; 15L keg (Spring Valley Brewery directly managed stores) / sequential change from February 2026 manufacturing.

5. Price: Suggested retail price (excluding tax): 350ml can: 245 yen, 500ml can: 325 yen.

6. Alcohol Content: ① 6% ② 5.5% ③ 6%

7. Pure Alcohol Content: ① 350ml can: 16.8g, 500ml can: 24g; ② 350ml can: 15.4g, 500ml can: 22g; ③ 350ml can: 16.8g, 500ml can: 24g.

8. Manufacturing Plants: ① Kirin Beer Yokohama Plant, Shiga Plant (planned); ② Kirin Beer Toride Plant, Shiga Plant (planned); ③ Kirin Beer Toride Plant, Shiga Plant (planned).