Fujiwara Hiroyuki is a well-known personality on the Japanese craft beer scene, a socialite whose passion for craft beer is matched by his ability to promote it through various media. Fujiwara is an illustrator, journalist, author, teacher, presenter and judge. If his predictions for craft beer in 2012 prove true, he may just have to become a full-time brewer, too.

His enthusiasm for craft beer was preceded by art. As an illustrator, he became interested in beer label art and design—“they’re just the best”—but admits to having mostly only drunk pilsners. Then came the Japanese craft beer explosion in 1995. Says Fujiwara, “I was shocked by the variety. I wanted to learn more, but there were no books, no teachers… nothing at the time. So I drank and took notes.” He eventually had ten volumes of notebooks.

Fujiwara refined his palate through tasting courses offered by JCBA and gives thanks to tasting events hosted by JCBS as well. For the past ten years, he has been running his own courses at bars and restaurants, focusing on pairings and the appreciation of certain beer styles. His notes over the years gave rise to a popular book on Japanese craft beer and select imports. Fujiwara notes, “In the beginning, I found that others weren’t able to convey the pleasures of beer very well. But that was one of my advantages as an illustrator.”

Fujiwara has now turned his powers of presentation to the Japan Beer Journalist Association (JBJA), a small outfit he created for experienced reporters. “I wanted to spread information about beer, but not through Facebook or blogs. I wanted a dedicated website where real writers attach their names to work.” Although the site is still in developmental stages, it seems to hold great promise.

On his thoughts for craft in Japan in 2012, Fujiwara says, “The number of bars wanting craft will increase, but unlike the shochu boom, it will be much harder to suddenly increase production capacity. Bars might be vying for kegs. I just hope brewers don’t simply release beers before they’re ready just to meet demand.” Fujiwara has brewed a decent barley wine at Kiuchi, and where there’s demand for skill, Fujiwara appears. Maybe we can expect a Fujiwara-designed tap handle serving his beer soon.

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.