Make Believe Bonus: Fuji Rock Lager

Beer And Branding

Beer plays a central role at every Japanese summer music festival. Wander around the grounds and you’ll see tents flanking every stage, serving up whatever big-name brew ponied up for the rights. Yet it goes behind seas of Heineken and Kirin — in the corners of most fests, you can find independent stores and craft makers offering an alternative. There’s suds for everyone.

Even as tastes change and younger generations drink it less — in the last two years Summer Sonic has put a heavier emphasis on low and non-alcoholic alternatives, very of-the-times — beer still looms large as the go-to beverage during a day spent outside watching bands. It’s kind of surprising, then, that no festival to my knowledge has tried to take advantage of this association with its own drink.

Well, enter Fuji Rock, at a sort of crossroads for the festival, linking up with Brewdog to bring the experience of climbing up a hill to watch Yo La Tengo into a can.