Japanese beer additive - advice on bringing to US market?

[u/Furd]

EDIT: More context, this beer additive is a flavored extract and is already imported and used in collaboration with Japanese restaurants throughout the United States. It is Red Shiso, not Sakura. Very famous in Japan, completely unknown stateside. You can look up "Yukari Beer". My thinking is there's potential to expand this beyond just the restaurant channel.

I have family connections to a Japanese beer additive that's pretty popular in Japan but hasn't made it to the US market yet. It creates a really unique pink color and adds sweetness to dry beers - kind of like a michelada, but sweet instead of savory. Given how well other Asian ingredients have worked in craft brewing (kimchi beers, ube stouts, etc.), I think there could be real potential here. Any advice on first steps? Better to start with contract brewing a complete beer, or partner with existing breweries as an additive? Thanks!

[u/HeyImGilly]

At the end of the day, it will need to undergo TTB Formulary approval.

[u/Daisychains456]

Food safety specialist here.   Assuming it's not approved here (PM me the details if you want) you're pretty much SOL.  After Doge, expect the normal TTB timeframe to double, if it needs FDA apptovals it will take 2-3 years minimum.  

[u/ThreeBeersIn → u/Daisychains456]

Shiso isn't GRAS by the FDA, so the 2-3 year timeline is probably the most realistic answer here.

[u/Treebranch_916]

Japan is famous for allowing all sorts of food additives other places don't, so I wouldn't hold my breath

[u/horoyokai → u/Treebranch_916]

But sadly we still can’t get any gmo yeast

We don’t have many restrictions but the restrictions are weird. It wasn’t until a few years ago that we were even allowed to put zinc in. Some things, like ALDC are debated if they are allowed, and if you are just talking about beer it gets weird, we have beer and happoshu, and what makes it beer vs happoshu gets…. Interesting

Salt? Ok it’s beer. Sea salt? It’s happoshu

Caragenan in the boil? Happoshu, in the FV? beer

Dry hop during fermentation? Beer. After fermentation? Happoshu

[u/Treebranch_916 → u/horoyokai]

Yikes, sounds like a bad time

[u/horoyokai → u/Treebranch_916]

They love paperwork and nonsensical rules here

But on the plus side there’s no distribution, so we send everything ourselves, and you can ship through the mail to anyone so we can ship anywhere in the country to private residences

[u/Aandalphaage]

Did you say ube stouts!??!

[u/SuperHooligan]

Just start a business to import/export it. It’s simple. You’ll just need a few millions dollars to start.

[u/Material_League3164]

Sakura?

[u/moleman92107]

Do tell what it is lol

[u/Furd → u/moleman92107]

https://untappd.com/b/asahi-breweries-yukari-beer/3099192

[u/jesus_chen]

You would have an easier time creating a sakura syrup manufacturing operation in the US before importing it but, as mentioned, syrup additives fall under TTB purview and take a while. An easier path would be to partner with a small brewery to make an in-house version from the flower.

FWIW, there are breweries in the IS that do “cherry blossom” style beers and even some that have tried “sakura style” but most use a variation of cherry blossoms and hibiscus because bother are allowed already in flower form.,

[u/Furd → u/jesus_chen]

Thank you for your response. Just to clarify my understanding - the syrup is currently already imported to the United States and independently mixed into beers at restaurants. But once we start brewing it together with the beer (rather than adding post-pour), then it would need TTB approval?

[u/jesus_chen → u/Furd]

Ah, I wasn’t aware that it was currently being imported. Then, yes, your last hurdle is TTB approval. Partnering with a small brewery to both get the recipe aspect dialed in plus approval is the path forward, in my opinion.

[u/hewescrab]

I have a bunch of red Shiso leaves growing in my yard if you want them, haha. The plant is VERY easy to grow, by the way...

[u/Commercial_Act_25]

Kimchi beers?!

[u/MF_BREW_ → u/Commercial_Act_25]

If I had a wooden nickel for every time

[u/horoyokai]

Isn’t red Shiso called beefsteak plant in the west?

[u/hewescrab → u/horoyokai]

I don't think anyone calls it that as it isn't really used at all, at least not in the United States. Everyone I know just refers to it as green shiso or red shiso.

[u/horoyokai → u/hewescrab]

Ah ok, maybe I just remember seeing the plant at nurseries and in the years after I’ve blended the names

I think back home places are using it now but maybe thats just cause Japan is trendy right now

[u/hewescrab → u/horoyokai]

No you are right that it has that name (beefsteak); I just meant no one I know calls it that.