History
Sapporo Breweries’ 150-Year Journey: The Relay Baton Is Passed On. Across the Ages.
1876
Opening of the "Kaitakushi Beer Brewery"
On September 23, 1876, the “KAITAKUSHI” (Hokkaido Development Commission) opened Kaitakushi Beer Brewery. This marked the beginning of Sapporo Breweries’ history.
1877
Launch of cold-matured "Sapporo Beer"
Released in Tokyo in September 1877. “Cold-matured” refers to beer fermented and aged at low temperatures.
1887
"Sapporo Beer Company" established
The brewery was sold to Okura Trading Company in November 1886. The "Sapporo Beer Company" was established in December of the following year.
1887
"Japan Beer Brewery Company."Established
In September 1887, small and medium-sized business owners from Tokyo and Yokohama came together to establish the company with the aim of becoming Japan’s leading beer company.
1889
Completion of the "Yebisu Beer Brewery"
In October 1889, the brewery was completed at the site of the current Yebisu Garden Place. Brewing began in December.
1890
"Yebisu Beer" Launched
Released on February 25, 1890. It became popular immediately upon release and went on to become Tokyo’s representative beer.
1899
"Yebisu Beer Hall" Opens
Opened in what is now Ginza 8-chome, Tokyo. This was Japan’s first beer hall.
1900
Yebisu Beer Wins Gold Medal at the
Paris World’s Fair
Won a gold medal at the 1900 Paris World Exposition, and went on to win the Grand Prix at the 1904 St. Louis Expo.
1901
Opening of "Ebisu Station," a freight station dedicated to beer
In 1906, Ebisu Station (now JR Ebisu Station), which also handled passenger traffic, opened in a location closer to Shibuya. The product name “Yebisu Beer” became the name of a train station.
1903
Completion of the “Sapporo Beer Tokyo Plant”
With its expansion into Tokyo, Sapporo Beer became the industry leader in 1905.
1906
Establishment of “Dai-Nippon Beer Co., Ltd.” through a merger of three companies
Sapporo Beer, Nippon Beer, and Osaka Beer merged. Kyohei Makoshi was appointed president.
the three companies (Held by the Asahi Group Archives)
1909
Launch of "Citron"
Entry into the soft drink business. Began manufacturing and selling “Citron.”
1910
Birth of the "Shinshu Wase" hop variety
A hop variety bred and developed by Dai-Nippon Beer. This variety is still cultivated today.
1917
Launch of "Tsingtao Beer" from the First Overseas Production Base
The "Tsingtao Plant" in China was the first overseas facility. Brewing began in December 1916. Shipments of "Tsingtao Beer" began in May of the following year.
1934
"Ginza Beer Hall" Opens
It continues to operate today as the "Beer Hall Lion Ginza 7-chome Branch."
1943
Suspension of Trademarks by Beer Brands
1949
Listed on the Tokyo Stock Exchange
1949
Birth of the new "Nippon Breweries Ltd."
Dai-Nippon Beer was split into Nippon Breweries Ltd. and Asahi Breweries, Ltd.
1954
"The King of Beer"
Advertisements featuring original characters created by up-and-coming manga artist Takashi Yanase.
1957
Nikka Lemon founded (later became Pokka Corporation)
Bottled Lemon (later "Pokka Lemon") launched.
1957
"Sapporo Beer" launched
1956 Sapporo Beer relaunched exclusively in Hokkaido. Due to strong sales, it was rolled out nationwide the following year.
1958
“Munich, Sapporo,
Milwaukee”
An advertising slogan that became popular for claiming that the world’s great beer regions lie along 45°N.
1959
Launch of "Sapporo Beer in Cans"
Our first canned beer. The design was created by Walter Landor, a renowned American industrial designer.
1963
Launch of the “Sapporo Giants” Oversized Bottle
It became a hit product thanks to the impact of its extra-large size (1,957 ml) and its easy-to-understand name.
1964
Company name changed to “Sapporo Breweries, Ltd.”
The company name was changed to align with "Sapporo Breweries," which had become its flagship product.
1970
"A Man Just Drinks Sapporo Breweries"
A commercial featuring world-renowned actor Toshiro Mifune gained immense popularity across Japan.
1971
"Yebisu Beer" Revived and Released
The pre-war popular brand "Yebisu Beer" was revived after a 28-year hiatus.
1972
"Pocka Coffee" (canned coffee beverage) launched
1973
Developed the world's first vending machine capable of dispensing hot or cold beverages
1977
Launch of "Sapporo Bin-Nama"
At a time when heat-treated beer dominated in Japan, Sapporo Beer launched a product using its proprietary yeast filtration technology. This marked the beginning of the era of draft beer in Japan—later known as Kuro Label.
1977
The Birth of “Sapporo Wine”
In April 1977, the Katsunuma Winery was completed in Katsunuma Town, Yamanashi Prefecture. In May of the same year, Sapporo Wine “Polaire” was launched.
1980
Canned soup launched; entry into the soup business
1981
The "miracle barley" "Haruna Nijo" was born
Our long-standing research in barley breeding bore fruit, leading to the creation of "Haruna Nijo." Due to its superior quality characteristics, it is known as the "miracle barley."
1984
Established SAPPORO U.S.A., INC. in the United States
1985
Launch of "Sapporo Classic" (Hokkaido-exclusive)
Developed as a product that complements Hokkaido’s climate and terroir, as well as the delicious flavors of the region’s abundant ingredients.
1985
No. 1 Share of
Japanese Beer in the U.S. (Export Sales)
Buoyed by the strong sales of "Cup Nama," launched in 1984, Sapporo Breweries became the top-selling Japanese beer in the U.S. the following year.
1987
Opening of the “Sapporo Beer Museum”
Japan’s first museum dedicated to beer. It focuses on introducing the company’s history, beginning with the Kaitakushi Beer Brewery.
1988
Seasonal Limited Edition “Sapporo Fuyu Monogatari” Released
"Fuyu Monogatari" was launched to expand winter sales. The name is derived from Shakespeare’s play "The Winter’s Tale."
(Large bottle, 500ml can, 350ml can)
1988
Establishment of Seiwa Real Estate Management Co., Ltd. (now Sapporo Real Estate Development Co., Ltd.)
1989
Re-release of “Sapporo Draft Beer Kuro Label”
"Bottled Draft" and "Canned Draft," which had been discontinued in February, were revived in September as "Sapporo Draft Beer Kuro Label."
1993
"Sapporo Factory" Opens
A mixed-use commercial complex built on the site of the former Sapporo beer plant. The site covers an area of 41,200 square meters.
1994
“We Have Yebisu Beer.”
The Yebisu brand took a major leap forward following an advertising campaign centered around this poster.
1994
Opening of "Yebisu Garden Place"
A mixed-use commercial complex built on the site of the former Ebisu Brewery. The site covers an area of 83,000 square meters.
1996
Launch of canned coffee using a
deoxygenation process Launch of "Slow-Simmered Soup"
2000
“Hot Spring Table Tennis” – a Kuro Label TV commercial
This TV commercial became a major talking point from the start of the year.
It ranked No. 1 in commercial favorability (according to the CM Research Institute).
2001
Launch
of "Kire-to Lemon" Launch of "Hokkaido Nama-shibori" happoshu (low-malt beer)
2003
Establishment of "Sapporo Holdings, Ltd."
With the transition to a holding company structure, the new Sapporo
Breweries began operations as a company in the Alcoholic Beverages business.
2003
"GRANDE POLAIRE" launched
Positioned as the premium series of the “POLAIRE” brand, the concept is: “Using 100% grapes from our own vineyards, sourced from carefully selected regions, we aim to produce high-quality wines that rival those of the world.”
2004
Nationwide launch of the new genre "Draft One"
Pioneered a new category and market known as the “New Genre.”
2006
Establishment of the “Collaborative Contract Farming System”
We believe that great beer begins in the fields. Our engineers communicate closely with growers and suppliers in beer ingredient–producing regions around the world.
2006
Acquisition of Canada’s “Sleeman Breweries Ltd.”
To drive growth in the North American market, we acquired Sleeman, Canada’s
third-largest brewer.
2006
Entry into the Shochu Business
In April, we acquired Kikkoman Corporation’s shochu business and entered the market. In June, we established Tanoshimaru Shuzo and made a full-scale entry into the single-distilled shochu market.
2009
Opening of the first YEBISU BAR: “Ginza Corridor Street”
Born from the collaborative vision of Sapporo Lion and Sapporo Breweries, based on the concept “ALL FOR YEBISU—Everything about Yebisu is here.”
2010
“Adult ☆ Draft.”
With “Adult ☆ Draft” as the communication theme, the “Adult
Elevator” TV commercial series began.
2011
Completion of the “Vietnam Plant”
With an eye toward expanding sales in the Southeast Asian market, we became the first Japanese beer
manufacturer to complete a new factory in Vietnam.
2011
Acquisition of shares in Pokka Corporation
2011
Business Alliance with "Bacardi Japan"
Signed an exclusive domestic sales agreement
with Bacardi Japan, which offers a wide range of leading Western liquor brands.
2012
Launch of Imo Shochu "Kokuimo" blended shochu
A well-balanced blend of authentic sweet potato shochu brewed with black koji (partially aged in clay jars) and multiple-distilled shochu with a clean taste.
2013
Establishment of "Pokka Sapporo Food & Beverage Co
., Ltd."
Established through the merger of "Sapporo Beverage Co., Ltd." and "Pokka Corporation."
2016
"GINZA PLACE" opens
A mixed-use
commercial complex opened with the aim of becoming a new landmark in Ginza.
2019
"Sapporo Draft Beer Kuro Label THE BAR" opened
A brand experience hub for "Sapporo Draft Beer Kuro Label" directly connected to Ginza Station. (GINZA PLACE, B1F)
2022
Acquisition of U.S.-based “Stone Brewing” as
a subsidiary
Acquired two breweries in the U.S. to drive further growth of the “Sapporo
brand” in the North American market.
2024
"YEBISU BREWERY TOKYO" Opens
A Yebisu brand experience hub featuring a brewing facility in Ebisu, the birthplace of "Yebisu Beer."
