Every summer since 2010 Asahi has opened up Extra Cold bars across Japan. The concept is serving beer that has been chilled to around 28 degrees Fahrenheit as a way to escape the hot summer heat. The beer itself has no taste to speak of, because it is so cold. However the atmosphere is lively and since the bar is only open during the summer months it has a limited edition quality to it.
Additionally for no extra change when you order a beer, you can have one of the brew masters help you pour the beer yourself. After you have successfully poured your beer, you are given an "Extra Cold" card, which has no purpose other than making everyone else in the bar want one as well.
Ginza, Japan
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