Two of the bigger booms of the last few years in Japan seem like they would be a great match. But nobody thought to merge the worlds of craft beer and music festivals until Eigo Sato did so in 2012.
"I went to a lot of craft beer festivals and started talking with other brewers," says Sato, the head brewer at Nagano-based Shiga Kogen Beer.
"Usually, we get busy from the spring to the fall, so we wanted to do something fun before the busy season."