What time is it? It's beer time!

Good morning everyone,

If you want to enjoy the sun, make sure you get out and do something outside early today. It'll start out sunny in Hiroshima, but will turn to rain later and then it's going to be either rainy or overcast all week. Can you remember ever having such a wet September? And it's going to remain hot and sticky as well with highs all week around 30C.

Usually we like to have  a beer at night after all the work is done-the line seems to be around 5pm. If we ever have a beer a bit early, we always say, "It must be 5:00 somewhere". When work is over for the day, we'll ask, "Do you know what time it is?" and someone will say, "6:00?" and we'll say, "Nope. It's beer o'clock", meaning it's time to have a beer.

Now Suntory has made it official and not only that, they are saying that different times of the day call for different types of beer.

While there’s nothing like an icy cold beer to help you unwind during summer, as the weather cools, alcohol manufacturers look for other ways to keep people interested in their brews (because beer sales slow down a lot in the cooler months in Japan). Suntory Japan is looking to hold everyone’s interest with two brand new limited edition releases for autumn and winter, with the intriguing names of “Hop Time 6:00 p.m.” and the “Hop Time 9:00 p.m.”


According to the company, the 6:00 p.m. variety is designed for drinking as the sun goes down, with the can’s light orange-hued packaging designed to represent a glorious sunset. Created with Hallertau Blanc hops and a late hopping process, the beer is said to have a fruity, aromatic flavour not unlike white wine, perfect for setting the scene for an “elegant evening”.

The 9:00 p.m. variety is packaged in a can that reflects its recommended hour for drinking, with a sparkling, clear starry night sky. This one uses Citra hops and a late hopping process to infuse smooth floral and citrus flavours into the brew. The aroma is apparently designed to bring the exhilarating experience of star-gazing to your tastebuds. Which would be nice, seeing as we can't see any stars in Hiroshima...ha ha!


Available at stores around the country from today, both beverages won’t be around for long so be sure to get in quick for a taste of beer o’clock before they’re gone forever!

Have a great day!

Post a comment

Private comment