On Tuesday, July 1, 2025, we held the "Schmatz Beer Night" at Schmatz Shinagawa Konan-guchi store.
"Schmatz Beer Night" is an event designed as a "Schmatz (sound of happiness) experience session" to allow guests to experience "Schmatz," which means "sound of happiness" in German. We focused not only on beer and food but also on interactions between staff and customers.
At the first event held at the Shinagawa Konan-guchi store, guests enjoyed a special two hours with seven types of German beer and paired dishes.
We report on how 26 beer-loving customers and staff gathered, and the store was filled with Schmatz.
It all started with a Weizen welcome drink.
As soon as the venue opened, everyone toasted with Schmatz's classic Weizen.
Even at tables where strangers were seated together, conversations naturally sparked, and soon, we heard people getting to know each other, asking, "Which beer do you like?" and "How many times have you been to Schmatz?"
The store staff were a little nervous about holding their first event, but as they encountered warm smiles, their expressions gradually relaxed.
Enjoy the story of beer and the delight of pairing with explanations from a beer sommelier.
At the event, Daigaku, a Doemens Beer Sommelier, explained each beer.
Guests enjoyed seven types of German beer, including two limited-edition Weizens delivered from Germany for "Schmatz Weizenfest," along with their pairings.
We received comments such as:
"The taste changes so much with the combination of beer and food!"
"It's interesting to try beers I don't usually drink!"
The tables were filled with colorful beers, and conversations flowed, fueled by the stories of the beers. It was a wonderful evening.
The comfortable connections unique to the event
What was striking was the warmth of the atmosphere surrounding the beer.
Starting with beer discussions among customers at the tables, communication gradually spread beyond tables and groups. Before we knew it, staff members were sitting with customers, revealing aspects of themselves that they usually don't show.
Surrounded by beer, a comfortable time filled with Schmatz (the sound of happiness) flowed through the store.
We received many delightful comments.
We received many positive comments in the questionnaire.
"The beer and food were delicious, and I enjoyed trying beers I don't usually drink."
"I was able to talk naturally with people I met for the first time and had a great time."
"The staff were friendly, and their explanations of the beer were thorough, so I was very satisfied."
"I also appreciated the thoughtfulness of serving one dish at a time for sharing with people at the same table."
Some even requested, "Please hold this event at other stores in the future!"
It is our greatest joy to witness moments where people connect across places and generations through beer. We will continue to create opportunities for such connections.
Comfortable connections made through beer.
Even after the event ended, nearly half of the customers continued to an after-party.
It was impressive to see them toasting across tables and happily chatting with beer in hand.
Our vision is to deliver "exciting moments that enrich life."
This is the origin of Schmatz.
We will continue to create places where encounters and enjoyment can spread through beer.
Look forward to future events!
