Echigo Beer is set to release a limited-brew craft beer, the "Uruoi Hop no Hore Hore Ale," on April 17, 2026. The product was well-received when first introduced in 2021 and 2022, and consumer demand for a comeback has been high. With production now underway at the newly opened Nasu Factory in Tochigi Prefecture, the beer returns to store shelves after a four-year gap.
Background
The "Uruoi Hop no Hore Hore Ale" quickly gained a following during its original releases in 2021 and 2022. The move to the Nasu Factory gave Echigo Beer the opportunity to bring the product to a wider audience. The timing — coinciding with the arrival of spring and new beginnings — is intended to offer a moment of refreshment amid the busyness of a new season.
Product Features
The "Uruoi Hop no Hore Hore Ale" is brewed in the Hazy IPA style, known for its rich hop aroma, light body, smooth mouthfeel, and fruity flavor. Its distinctively hazy, turbid appearance is one of the style's defining characteristics.
The Hazy IPA style originated at a brewery in Vermont, USA, and is also known as the New England IPA. Unlike traditional IPAs, which are noted for their pronounced bitterness, Hazy IPAs emphasize hop aroma and a fruity, soft flavor profile, making them accessible to a wide range of beer drinkers. The style has gained global popularity in recent years.
IPA (India Pale Ale): A beer style with roots in the late 18th century, when large quantities of hops were used to preserve beer during the long voyage from Britain to India. Strong bitterness is its hallmark.
Product Details
- Product Name: Uruoi Hop no Hore Hore Ale
- Category: Beer
- Ingredients: Barley malt (produced in the UK and Germany), wheat malt, hops, oats
- Alcohol Content: 6%
- Volume: 350ml can
- Suggested Retail Price: ¥324 (tax excluded) / ¥356 (tax included)
Package Design
The can artwork depicts a playful scene: an Indian elephant leisurely enjoying a beer by a lakeside, watched enviously by a mysterious creature called "Champ" from the water. The elephant is a nod to "IPA" (India Pale Ale), while Champ references the legendary creature said to inhabit Lake Champlain, situated on the border of Vermont and New York State — the birthplace of the Hazy IPA style. Together, the imagery evokes a tropical, resort-like setting that reflects the beer's fruity taste and refreshing hop aroma.
