Suzuki Narihiro is the President and CEO of Isekado Brewery , one of the leading craft beer producers in Japan. Narihiro was recently in Kathmandu to explore the possibility of entering the Nepali market—either through exports or by establishing a joint venture to produce Isekado’s award-winning beers locally. Isekado’s roots trace back to 1575, when the founding family began making traditional Japanese rice cakes (mochi). The family business later expanded into soy sauce and miso production, before launching its craft beer division in 1997. Since then, Isekado has grown to become Japan’s third-largest craft brewery. In an interview with Madan Lamsal of New Business Age, Narihiro outlined the company’s plans for potential investment and partnership in Nepal. Excerpts:

Isekado has an incredible history spanning nearly 500 years. Could you tell us about the origin and legacy of the company?

Isekado Brewery is a renowned Japanese craft brewery based in Ise, Mie Prefecture. Founded in 1997, it has grown to become one of Japan’s most prominent craft breweries and is currently the third-largest in the country. The brewery is widely recognized for its pioneering use of wild yeast, its strong focus on scientific research and its international expansion.

It is part of a much older family enterprise that dates back to 1575. The original business was established as a tea shop by a samurai family seeking a peaceful life following Japan’s Sengoku (Warring States) period. Over time, the business diversified into traditional Japanese rice cakes (mochi) and, around 101 years ago, evolved into a soy sauce and miso brewing operation. Today, the family legacy continues under the stewardship of the 21st-generation successor.

How has the company evolved over the centuries while staying rooted in Japanese brewing tradition?

Isekado was launched in 1997 amid Japan's first craft beer boom. At its inception, the business faced severe financial challenges with annual revenue at just around 3 million yen and tight cost-cutting measures in place. Despite this, the founder envisioned a future where Japanese craft beer could thrive on the global stage. Two ambitious goals were set: to win an international beer competition within five years and to become a certified beer judge. Persistence and innovation paid off. The brewery went on to win four consecutive gold medals at the Australian International Beer Awards and has accumulated nearly 300 international accolades to date. By 2018, sales had reached 700 million yen. Although revenue temporarily declined during the COVID-19 pandemic, current sales have rebounded to approximately 1.5 billion yen, reflecting the company's resilience and growth.

What are the key ingredients and techniques that make Isekado beer distinct? What is the brewing philosophy of Isekado?

Isekado stands out for its unique use of wild yeast which sets it apart from most breweries that rely on cultivated strains. The founder collects wild yeast from various natural sources, such as the sap of centuries-old tea trees found in Shinto shrine grounds, local flowers, oranges, apples and wooded areas around Ise. This distinctive yeast research led to his doctoral degree and continues to be a defining element of Isekado’s identity.

In its brewing process, Isekado uses only the three core ingredients—yeast, hops, and malt—eschewing adjuncts like corn starch commonly found in mainstream Japanese beers. The brewery imports hop and malt directly from the Pacific Northwest region of the United States and maintains a close partnership with a support company based in Seattle. This uncompromising approach underscores Isekado's dedication to purity and quality.

How does this 'beer laboratory' model influence your brewing process and product development?

Despite its modest scale, Isekado operates with technological sophistication and a team of 35 employees, including two PhDs and five staff members with master’s degrees. The brewery functions as a true “beer laboratory”, equipped with state-of-the-art analytical instruments and engaged in continuous collaborative research with prestigious institutions such as the University of Tokyo and Osaka University. The founder himself is also a visiting professor of fermentation studies at Shizuoka University, further linking the brewery’s operations with academic innovation.

Could you please tell us about the international expansion of your company?

Isekado currently exports its products to 13 countries, including India and Vietnam. In Vietnam, Isekado has adopted a unique partnership model, training a local brewery to produce beer following our specifications. The finished product is then purchased and sold under the Isekado brand. This approach ensures consistent quality while fostering local collaboration and market adaptability.

Will Isekado be interested in setting up a craft brewery in Nepal?

We are actively exploring the possibility of expanding into Nepal. This marks our first visit to the country, and we are currently evaluating the potential for establishing a craft brewery in collaboration with local partners. The preliminary plan includes an initial investment of over Rs 50 million (approximately 50 million yen) and a strong focus on tailoring beer offerings to suit local preferences.

We plan to start with our most awarded beer, the Pale Ale, which exemplifies our commitment to cleanliness and rigorous quality control. The brewing equipment will likely be imported from Germany to maintain the same standards we uphold in Japan, although cost efficiency will also be a factor in final decisions. In terms of employment, we aim to hire more than 20 local staff over time. The first five years will be a learning period marked by experimentation and fine-tuning, but we anticipate strong growth thereafter. Ultimately, our long-term vision is to produce beer in Nepal that can compete and win on the international stage.

How do Isekado’s core principles—craftsmanship, science and mixed management—shape your approach to brewing and beyond?

Isekado integrates traditional Japanese craftsmanship with cutting-edge microbiological research. The brewery places a strong emphasis on cleanliness, consistency and a unique management style that blends Japanese attention to detail with Western flexibility and openness. According to the founder, these values are not only crucial in brewing but are also applicable across any high-quality manufacturing endeavor. This philosophy underpins every aspect of Isekado’s operations, from product development to global expansion.

(This interview was originally published in  June 2025 issue  of New Business Age Magazine.)