What simply began as an online store in 1996 selling various import and domestic beers five years later became an online specialty store selling just Belgium beer. In Japan, online shopping is becoming more a part of the everyday lifestyle creating more demand for very specialized online shopping experiences such this Belgium beer store.

The site is set up so visitors can search for beer by taste, type, glass, brewery, region, and fruit and all listed beers have a picture or illustration and description to make it easy to navigate even for first time visitors unfamiliar with Belgian beer. The major part of the site’s success is due to this extra care that is put into the website including the newsletter and blog where the brewers are introduced, adding depth to the site’s products. Currently the site owner’s dedication to Belgium beer has attracted 1000 to 1500 orders a month and half are regular customers.