Abstract
Kyodosyoji Corporation Limited, based in Kawagoe City, Saitama Prefecture, started their beer business in 1996. Their product was manufactured as “local beer” for the first ten years. It has been manufactured as “craft beer” following the establishment of the brand COEDO in 2006. At that time, the craft beer market did not exist in Japan. It has been gradually cultivated by carefully combining raw materials, appropriate tools, and craftsmanship. The product concept of “ Beer Beautiful” conveys that beer itself is wonderful and the Japanese people are not aware of it. In addition to branding, design management has also been emphasized. Currently, the distribution network of COEDO craft beers is being built in 25 countries worldwide. Due to COVID-19, the distribution volume has decreased for both the domestic restaurant industry and overseas markets. In the future, the company plans to return to the region and practice “town development with a brewery” for a long time.
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