WB008: Happy with Hoppy

Hoppy (Japaneses: ホッピー) is a slightly-alcoholic (0.8%) beverage made of hops and malt, and can be found in Tokyo's izakayas (Japanese: 居酒屋) or supermarkets.

Hoppy was released in 1948 and is owned by privately-held Hoppy Beverage Co. Ltd. To this day, the company is still run by the founding family.

When first released, Hoppy became popular as a cheaper substitute for beer when it (Hoppy) was combined with shochu (Japanese: 焼酎). Today, Hoppy is still enjoyed by locals, though it isn't as popular as the Highball or lemon sour.

The Hoppy Experience

Not every izakaya has Hoppy, as it isn't a mainstream drink.

A good bet is Daitoryo (Japanese: だいとうりょう) an izakaya located in Ueno (Japanese: 上野) that I like for its atmosphere and local vibes.

Ask for "Hoppy set-to" (Japanese: ホッピーセット), specify the Hoppy you want - shiro (white) or kuro (black) - and you will be served a bottle of Hoppy and a mug filled with shochu and ice.

In this set, the shochu is called naka (Japanese: 中), or "inside", and the Hoppy is called soto (Japanese: 外), or "outside". Simply add soto (outside) to naka (inside), give them a mix, and you're good to go!

To order more shochu, say "Naka, kudasai!" ("An order of inside, please!"). And to order another bottle of Hoppy, say "Soto, kudasai!" ("An order or outside, please!").

What an enjoyable user experience!

Why I like Hoppy

I like Hoppy because it is an independent brand with an appealing product that you can't help but want to support, especially in Japan where the big four Japanese beer companies (Suntory, Asahi, Kirin and Sapporo) dominate the beverage space.

Hoppy's homepage (https://www.hoppy-happy.com/) has feel-good vibes and the logo's font makes me feel happy. The company even promotes restaurants that are Hoppy supporters, which I now want to visit.

So will Hoppy survive and thrive?

I believe so, especially if the company can market Hoppy as a healthier alternative to alcoholic beers. Hoppy, I feel, also tastes better than 0% beer.

So the next time you're in a Tokyo izakaya, look out for Hoppy in the menu. Or buy a bottle from a local supermarket, and have a Hoppy time at home!

--Ends