On October 1, 2025, Kesennuma craft beer brewery BLACK TIDE BREWING and Kesennuma City signed the Hoya Boya Partnership Agreement. As a result of this agreement, BLACK TIDE BREWING's second-line brand, Hoya Friends Beer, will be fully launched this March.
The first batch of craft beer will begin shipping nationwide from March 10th.

Prior to the release, a launch event will be held in Sendai on March 7th and 3th, 2026, where people will be able to experience the first lineup firsthand.
Event details here⇒Hoya Boya business trip schedule

A juicy taste with tropical hop aromas like pineapple and mango. A cloudy hazy pale ale with a gentle, silky mouthfeel and reduced bitterness.

[Hoya Boya Hazy Pale Ale]
(Hoya Boya Hazy Pale Ale)
・Capacity: 370ml
・JAN: 4573510693667
・Item: Beer
・Style: Hazy Pale Ale
・ABV: 5.0%
Ingredients: Barley malt (made in Germany), wheat malt, oat malt, hops

What is Hoya Friends Beer?

Hoya Friends Beer is a beer that was created by a slightly shy Hoya Boy.
A "sign of friendship" that can be sent to children to become "friends" with adults.

This "sign" expresses the feeling of joining hands and connecting with everyone, regardless of age,
It is filled with the desire to make people love Kesennuma even more.

Through this film, which is filled with Hoya Boya's thoughts,
I would be happy if you would come to love Kesennuma.

If you drink it, you will become a friend of Hoyaboya and Kesennuma.
So let's all join hands and smile together.

You too are a part of Kesennuma.