History Links

Sapporo Draft Beer Black Label strives for perfect flavor. Here, we look back on our history from our inception in 1977 to the present day, a journey we have shared with you.

We ask endless questions about beer brewing and endlessly pursue the answers. Yebisu Beer is defined by the continuous challenges we have undertaken and the innovations we have created over the past 130 years.

The red star on the label represents the North Star, the symbol of the Hokkaido Development Commission. Sapporo Lager Beer has carried this North Star motif since its launch.

Sapporo Classic is a draft beer sold exclusively in Hokkaido. Born in 1985 as a beer expressing gratitude to Hokkaido, we present the evolution of its can design alongside the changing times of Hokkaido.

From history and stories to behind-the-scenes tales and special collaborations, we’re excited to share the “People, Products, and Stories” of Sapporo Breweries!!