When Arjen Hemelaar returned to the Netherlands after living in a Japanese monastery for three years, he yearned for something healthy and relaxing, yet fun and edgy. He set out to combine two of his great loves, green tea and beer. With a bit of yuzu citrus juice added to the mix, he had iKi Beer, which the company describes as being 'tastefully different.'

iKi, pronounced 'ee-kee', means 'life' in Japanese, and it lives up to its name in more ways than one. As an upper-yeasting beer, iKi continues to ferment inside its bottle - it lives. Holding the bottle up to a light reveals the yeast, green tea and yuzu working together to bring iKi to life. Further, iKi's slogan yukuri yaroh means go slowly or take it easy, and is an exhortation from iKi to relax, sit back, and enjoy life - enjoy iKi

It could also be claimed that iKi Beer is good for you, taken in moderation of course. Each 33cl bottle of iKi Beer contains one cup of Japanese sencha green tea, which lab tests confirm raise its antioxidant level to over three times as much as other beers, and more than average red wines. Designed to be a SlowFood beer, iKi is meant to be savoured slowly over a fine meal, much like one would enjoy a glass of wine. While the net health gain of drinking iKi Beer may remain somewhat dubious, there is little doubt that iKi has a refreshing, light taste that appeals even to people who generally dislike beer. And if it turns out that beer is truly a healthy beverage as has been reported with red wine, iKi is well-positioned to be the healthiest option of all.

iKi Beer, which is brewed in Belgium for a Dutch company using Japanese ingredients and sold around Europe and the UK, is an international beer that reflects the cosmopolitan personalities of its drinkers. Together with a sexy marketing campaign, iKi Beer is especially appealing to creative types who treasure their individuality. As such, it was logical to launch iKi Beer in the UK at RISE, an Anglo-Japanese fashion show featuring student designs from UEDA College of Design in Osaka, and University College of Creative Arts (UCCA Rochester). Held last November in Brick Lane's iconic Truman Brewery, the fashion show generated great interest in both the up-and-coming designers and iKi Beer.

iKi Beer was also honoured to be featured in the Beers of the World event held by the Beer Academy at the British Museum in February. Attendees had the opportunity to sample beers from well-known beer countries like Belgium and Germany, as well as less commonly recognised places like Peru and Namibia. The ice cold iKi Beer received a warm reception from guests who noted its unusual bottle and taste.

Following close on the heels of these successful events, iKi Beer was then selected as one of thirteen winning products displayed in the Fresh Ideas Showcase at IFE 2007 (ExCel London, 18-21 March). The Fresh Ideas award 'recognises true product innovation within the global food and drink industry' as judged by a panel of independent industry leaders. Judges praised iKi Beer, commenting that 'the use of green tea and yuzu transforms this product into something truly innovative. Great body and taste. This is a great restaurant beer with wide appeal.'

Since then, interest in iKi Beer has been extremely positive. Further promotion at the BAR Shows in both Holland and the UK has seen demand continue to rise for iKi Beer. While iKi grows in Amsterdam, Athens, Barcelona, Dublin, Milan, Berlin and Moscow, UK distributor Harro Foods reports sales in areas as widespread as Exeter, Aberdeen and London. Aside from sightings in trendy bars, restaurants and shops, iKi Beer has reached blogs, beer review websites and even YouTube. Although most people need little more than a taste of iKi Beer to sell them on its merits, having the backing of Web 2.0 helps ensure that it is reaching its target market. Harro Foods and Mr. Hemelaar are optimistic that life can only get better for iKi Beer.