Naoyuki Ide is betting that a weaker yen will drive more Japanese people to drink his locally made craft beers.
The president of Yo-Ho Brewing Co. is boosting production capacity at the microbrewery in Nagano by 50 percent this year as he anticipates the currency¡¯s decline will force importers to raise prices for foreign brands, giving local craft brewers such as his a competitive edge.
¡°If the yen weakens more, they¡¯ll have to increase import beer prices in the near future,¡± said Ide, whose company makes Yona Yona Ale and Tokyo Black beer. ¡°Import beers cater to people¡¯s growing taste for beer with character, but if customers are looking for something distinct, they may choose our beer instead, because it¡¯ll be cheaper.¡±
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