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Becoming Japan's First Luxury Beer
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While dining together in 2016, the three future founders of Maison ROCOCO Corporation asked themselves a question: "Why aren’t there any beers dedicated to fine dining?" After a year of researching the market, they discovered three key issues causing the limited role of beer in fine dining.
(1) Many customers felt that beer had a cheap and casual image and that beer was therefore inappropriate to order in fine dining restaurants. Many of these customers felt more comfortable ordering expensive wines or champagnes in fine dining restaurants, even if they did not particularly want to drink them.
(2) Many fine dining chefs and sommeliers felt that serving beer widely available in convenience stores and supermarkets undermined their effort to create a unique and memorable experience in their restaurants.
(3) Many local beers had strong flavor profiles that overpowered the delicate flavors of Japanese fine cuisine.
The three founders decided to address these challenges, and using thoughtful input from a number of Japan’s leading chefs and sommeliers, developed a beer recipe designed to perfectly complement the flavors of fine cuisine, without overpowering its delicate flavors.
Now established as the ideal opening drink, ROCOCO Tokyo WHITE is recognized for elevating the fine dining experience by providing chefs and sommeliers with a beer they can proudly serve and fine dining customers with a beer they can proudly order.
ROCOCO's Vision and Reason for Being
ROCOCO's mission is to maximize the value of the dining experience.
We set out to elevate the precious moments guests share with those who matter most — transforming them into memories that linger long after the meal is over. To achieve this, we have breathed new meaning into what beer can be.
Japan's fine dining culture, centered in Tokyo, is a world-class treasure of gastronomy.
Within that refined and beautiful world, ROCOCO aspires to add a touch of elegance to the first toast of the evening — honoring the coherence of the meal while gently opening the door to an extraordinary experience.
We have challenged the conventional wisdom that "beer equals casual," pursuing instead a drink worthy of the luxury dining experience — one that can stand alongside champagne as the toast of choice. What we hold dear is not merely great taste, but what we call "beauty as an experience." The refined bottle, the gorgeous pour into the glass, the delicate fine bubbles, the graceful rise of aroma — together, these elements create an "elegant moment" that is the true essence of ROCOCO. ROCOCO's reason for being is to be present at the moments when cuisine, atmosphere, and human connection resonate together — and to carry Japan's exceptional food culture forward into the future, hand in hand with the restaurants we partner with. A glass worthy of the finest dining experience, born in Japan and shared with the world. ROCOCO will continue its journey of building a new culture of luxury beer.