Schmatz was founded in 2013 with the desire to share the authentic beer culture that embodies German tradition and pride, as well as the deliciousness and enjoyment of German craft beer born from it.
We want more customers to know about Schmatz and the values we wish to deliver! So, first, we will introduce the meaning behind our brand name and the world Schmatz aims to create.
1. The reason for the birth of Schmatz Beer
German Craft Beer that embodies German tradition and pride
We are sometimes asked, "Is Schmatz a German company?" No, Schmatz is a German craft beer brand born in Japan. Our founders, Christopher Ax and Marc Luyten, were both born and raised in Germany. They were childhood friends and had spent time in Japan, so they had a strong affection for the country.
However, there was one thing that felt out of place to them in Japan, a country they had grown to love: the phrase "toriaezu biiru" (beer for starters). Although the enjoyment of craft beer and international beers is becoming more widespread, there is still a strong tendency in Japan to value beer primarily for its "throat hit."
In Germany, the enjoyment of beer is much richer, considering the aroma and taste of the beer itself, the drinking temperature, the glass it's poured into, and the food it's paired with. That's why we created Schmatz Beer: to help people discover the appeal of beer beyond just the throat hit and to enjoy authentic German craft beer in Japan.
2. The sentiment behind "Schmatz"
Most people probably wonder, "How do you read 'Schmatz'?" and "What does it mean?" when they see the name. Although it's not a familiar word in Japan, "Schmatz" is a German word meaning "sound of happiness." This name embodies the sentiment we cherish.
The "sound of happiness" can be expressed in various ways by different people. For example, the sound of your tongue smacking when you eat something delicious. The sounds you hear from a scene where you're surrounded by great friends, delicious beer, and food. It might also be the sound of popping open a beer as a reward after a long day of work. There should be a variety of "sounds of happiness" depending on the person and the situation.
Our vision is to create a world overflowing with such diverse "sounds of happiness." Through the beer we love, we want to provide many moments that make everyone feel, "Ah, this is happiness." With this sentiment, we named our brand "Schmatz."
3. Schmatz continues to move forward
Although Schmatz started with just two people, we opened our first beer dining restaurant in Akasaka, Tokyo, in 2015. Today, we have over 30 restaurants, and Schmatz beer is available at over 200 locations!
While upholding the fundamentals of German beer and the traditions of our breweries, we also challenge ourselves to create new German craft beers through collaborations with other breweries and by adding a touch of Japanese essence. Recently, we have also been implementing sustainable initiatives that reflect Schmatz's commitment to environmental considerations.
Our important role is to embrace newness appropriate for the times while preserving the rich traditional culture and techniques of German beer that have been cultivated over time. Additionally, we aim to properly convey the depth and enjoyment of beer to everyone. Through Schmatz Beer, we hope that your daily life will be filled with the "sounds of happiness."
