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Hello everyone! I’m Riho, a craft beer enthusiast. Today I’m taking a deep dive into AFURI × Y.MARKET BREWING “THE PIONEERS”, a groundbreaking collaboration between the ramen and craft beer worlds that’s been generating huge buzz.
Ramen AFURI, famous for their yuzu shio (citrus salt) ramen, and Y.MARKET BREWING, Nagoya’s premier craft beer maker — at first glance, “a ramen shop and a brewery?” might seem like an unusual pairing. But these two companies actually share a common philosophy: “designing aroma.” Released on March 5, 2026, this collaboration beer is a fascinating union of two crafts. Let’s explore the full story.
Did you know that AFURI, the famous ramen chain, is making craft beer? And their collaboration partner this time is Y.MARKET BREWING — a brewery I respect so much that I once compared them to Societe Brewing. This is definitely one to watch!
“THE PIONEERS” Collaboration Overview
“THE PIONEERS” is a Yuzu Pale Ale co-developed by Ramen AFURI and Y.MARKET BREWING. Sales began on March 5, 2026 (Thursday).
| Item | Details |
|---|---|
| Product Name | THE PIONEERS / Yuzu Pale Ale |
| Beer Style | Yuzu Pale Ale |
| ABV | 4.5% |
| IBU | 13.81 |
| Volume | 370ml can |
| Ingredients | Barley malt (American and German), yuzu purée, hops |
| Brewed by | Y.MARKET BREWING (Nagoya, Aichi, Japan) |
| Release Date | March 5, 2026 |
| Availability | Limited quantity (while supplies last) |
An IBU of 13.81 is quite mild for a pale ale! This tells us the beer is designed to spotlight yuzu and hop aromas rather than bitterness. The 4.5% ABV is also perfectly light for pairing with food!
About AFURI — A Ramen Pioneer Entering Craft Beer
Ramen AFURI is a popular ramen chain known for its yuzu shio (citrus salt) ramen, made with natural water from Mount Afuri (Oyama) in Kanagawa Prefecture. With multiple locations in Japan and overseas — starting from Ebisu in Tokyo — their delicate flavors have earned high praise from ramen fans worldwide.
What sets AFURI apart is their obsession with “aroma design” that goes beyond just making ramen. The refreshing scent of yuzu, the depth of the broth, the texture of the noodles — everything is crafted around creating “a memorable aroma.”
AFURI BREWING
In recent years, AFURI has expanded into craft beer with “AFURI BREWING.” Their “Afuri IPA” (ABV 6.5%, IBU 12.5), co-developed with GORA BREWERY in Hakone, is a DDH (Double Dry-Hopped) Hazy IPA featuring juicy aromas of mango, passion fruit, and grapefruit — a hit even among beer beginners.
While it’s unusual for a ramen restaurant to venture into craft beer, it was a natural progression for AFURI. Their philosophy of “extracting the maximum aroma from ingredients” carries over seamlessly into brewing.
About Y.MARKET BREWING
Y.MARKET BREWING began brewing in January 2014 near Nagoya Station, making it Nagoya’s first craft brewery. The brewery takes its name from the historic Yanagibashi Central Wholesale Market, which dates back to the Meiji era.
At Y.MARKET BREWING KITCHEN, located just a 5-8 minute walk from Nagoya Station, visitors can enjoy roughly 10 varieties of fresh craft beer brewed on the ground floor and served in the second-floor restaurant. Additionally, a new brewery “Y.MARKET BREWING Nagoya Nishi” in Nishi Ward boasts triple the production capacity and offers up to 8 beers on tap.
Y.MARKET BREWING’s defining characteristic is their “layered hop aroma design.” By adding different hops at different stages of the brewing process, they build complex layers of aroma — a technique highly regarded in Japan’s craft beer scene. Their “Yuzu HAZY IPA” in particular made such a profound impact on AFURI’s founder that it ultimately led to this collaboration.
Y.MARKET BREWING is a true pioneer in Nagoya’s craft beer scene! Their philosophy of “layered hop aroma design” perfectly matches the collaboration name THE PIONEERS. Fun fact: I once described Societe Brewing in San Diego as “the American Y.MARKET” — that’s how highly I regard their hop and malt craftsmanship!
What Makes “THE PIONEERS” Special — Yuzu Juice Purée Creates a New Flavor
What sets THE PIONEERS apart from other fruit beers is the use of yuzu juice purée.
How It Differs from Typical Yuzu Beers
Most yuzu beers use only yuzu peel (zest), but THE PIONEERS incorporates the same juice-containing purée used in AFURI’s ramen. This adds dimensions that peel alone cannot achieve:
- Bitterness — An elegant bitterness derived from yuzu juice
- Aroma — Rich fruit aroma layered on top of the zest’s refreshing notes
- Acidity — Citrus acidity that creates a gentle, crisp finish
The Philosophy of Aroma Design
AFURI’s “yuzu aroma that creates negative space” meets Y.MARKET BREWING’s “layered hop aroma design” — the fusion of these two aroma philosophies elevates THE PIONEERS beyond a simple fruit beer into a true “work of aromatic art.”
The yuzu and hop aromas transition naturally, creating a light, easy-drinking beer that pairs beautifully with food. The modest 4.5% ABV further reflects its design as a food-friendly beer.
The use of juice purée is the key point here. While many beers use only yuzu peel, using the same ingredient as AFURI’s ramen means you can expect an incredible “pairing” between the ramen and the beer. I can’t wait to try it alongside AFURI’s yuzu shio ramen!
The Story Behind the Collaboration — A Four-Year Journey
This collaboration was four years in the making.
It all started when AFURI’s founder tasted Y.MARKET BREWING’s “Yuzu HAZY IPA.” The way it expressed yuzu three-dimensionally in beer — designing aroma in layers — left a “profound impact” on them.
AFURI’s mission to “design memorable aromas” and Y.MARKET BREWING’s philosophy of “layered hop aroma design” — these two visions aligned, and AFURI came to regard Y.MARKET BREWING as “the brewery they aspire to.”
Connections formed through beer festivals eventually led to shared understanding, and the collaboration was born. The name “THE PIONEERS” honors both companies as trailblazers in their respective industries — ramen and craft beer.
Where to Buy
THE PIONEERS is a limited-quantity product (while supplies last). If you’re interested, we recommend checking availability as soon as possible.
Canned Beer (370ml)
| Retailer | Details |
|---|---|
| AFURI Official Online Store | 6-pack (¥6,000 incl. tax), 20-pack also available. Refrigerated shipping (¥1,300 shipping) |
| AFURI Restaurant Locations | Available at AFURI locations including the Ebisu flagship (stock varies by location) |
| Select Retail Stores | Limited availability at select stores. Check the official website for the latest retailer information |
Draft Beer Availability
- Y.MARKET BREWING Taprooms — Y.MARKET BREWING KITCHEN (5-8 min walk from Nagoya Station), Nagoya Nishi Taproom
- Select Restaurants — Availability varies; check the Y.MARKET BREWING official website for current information
*As this is a limited-quantity product, we recommend confirming stock availability before purchasing.
Frequently Asked Questions (FAQ)
A. It’s a Yuzu Pale Ale with 4.5% ABV and 13.81 IBU — light and refreshing. In addition to yuzu peel, it uses the same yuzu juice purée found in AFURI’s ramen, creating a balanced interplay of yuzu-derived bitterness, aroma, and acidity. The hop character harmonizes naturally with the yuzu, making it excellent for food pairing.
A. Canned beer (370ml) is available at the AFURI Official Online Store (6-pack for ¥6,000 incl. tax), AFURI restaurant locations, and select retail stores. Draft is served at Y.MARKET BREWING taprooms in Nagoya and select restaurants. As it’s limited quantity, please check availability with each retailer.
A. It’s a limited-quantity product available while supplies last. There is no set end date, but as a popular item, it may sell out early. We recommend checking soon if you’re interested.
A. About four years ago, AFURI’s founder was profoundly impacted by Y.MARKET BREWING’s “Yuzu HAZY IPA.” Impressed by the way it expressed yuzu three-dimensionally in beer, they recognized a shared philosophy of “designing aroma in layers” and came to view Y.MARKET BREWING as a model brewery. The collaboration eventually materialized through connections made at beer festivals.
A. Absolutely. THE PIONEERS uses the same yuzu juice purée as AFURI’s ramen, creating a shared yuzu aroma. The combination with AFURI’s yuzu shio ramen is particularly harmonious, with the yuzu flavors layering beautifully to enhance the entire dining experience. The light 4.5% ABV makes it an ideal food-pairing beer.
A. Most yuzu beers use only yuzu peel (zest), but THE PIONEERS adds juice-containing purée. This brings three additional elements — bitterness, aroma, and acidity — that peel alone cannot deliver, resulting in a more complex, multi-layered yuzu character.
Summary
AFURI × Y.MARKET BREWING “THE PIONEERS” is a collaboration born from a four-year shared vision between pioneers of the ramen and craft beer worlds.
This Yuzu Pale Ale — brewed with AFURI’s own yuzu juice purée and finished with Y.MARKET BREWING’s layered hop aroma technique — transcends the typical fruit beer to become a true “designed aromatic experience.” Its 4.5% ABV and light body make it an excellent food-pairing beer as well.
As a limited-quantity release, check the AFURI Official Online Store, AFURI restaurants, or Y.MARKET BREWING taprooms soon if you’re interested.
True to its name, “THE PIONEERS” brings together two companies that have blazed new trails in both ramen and craft beer. I highly recommend experiencing the harmony of yuzu and hops alongside AFURI’s yuzu shio ramen!
Check out these related articles:
- DDH (Double Dry-Hopped) — What Is It? Brewing Methods & Recommended Beers
- Societe Brewing Company | Why I Call Them “The American Y.MARKET”
- YONA YONA Tokyo Brewery (Shinagawa) Complete Guide
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