Originally published on metropolis.co.jp on November 2012

The craft in craft-beer marketing is striking the balance between something arcane and specific for fusty nerds and something light and fun for a larger, less discerning crowd. The approach of new event Hop Revolution, touted as the ale-drinkers version of Whisky Live, is to do it in two phases. With a whole shebang of domestic and overseas producers supplying the nectar, the organizers have hired out a nightclub in Shibuya to show the fun side of craft quaffing. The first period (¥4,000) will be all sampling and seminars, with cavorting drunken hilarity slated for the second (¥1,000). Sounds like they got it covered. Dec 9, 1-4pm & 4:30-7:30pm. Club Axxcis. Nearest stn: Shibuya. www.hoprevolution.com