The second time is the hardest. If the first time is a hit, there’s just so much pressure to repeat. The second installment of Hop Revolution last December, however, made it look easy, packing Club Diana in Tokyo with energetic guests and setting the stage for festivals of a different kind down the road.

The formula, actually, wasn’t so complicated: good breweries, ample selection, fair prices, short seminars and live DJs. ¥4000 for an advanced ticket got you eight drinks and the pours were big because of the Spiegelau glasses generously given out for free. It seems that Drinks Media Japan (DMJ) focused more on ensuring fun than making profit, which paid off.

The Japan Beer Times was an official supporter, but we did little more than help promote the event. DMJ gets the credit for execution and exploring new possibilities for a festival. Not everyone likes the club setting, but it certainly made the atmosphere lively. As one VIP guest noted, “This isn’t a festival; it’s better. This is a party!”

VIP guest, you say? Indeed. Many brewers from overseas attended and also spoke at the seminars. This is the most intimate, and arguably successful, form of branding. Domestic brewers were also present in greater numbers, making it a well-balanced international beer event.

What will 2014 hold for Hop Revolution? Hopefully more of the same, but on an even bigger scale.

This article was published in Japan Beer Times # () and is among the limited content available online. Order your copy through our online shop or download the digital version from the iTunes store to access the full contents of this issue.