Venues for New Experiences (Black Label THE BAR, Black Label WAGON)
Since its debut in 1977 under the name “Sapporo Bin Nama,” “Sapporo Draft Beer Black Label” has remained committed to the “fresh taste of draft beer.” It features a perfect balance of the rich flavor of malt and a refreshing aftertaste, along with a creamy head that keeps the taste and aroma fresh. We aim to create a beer loved by adult beer enthusiasts for its flavor that never gets old.
In recent years, we have been strengthening our efforts to deliver that “fresh taste” to more people through hands-on experiences.
“THE PERFECT Sapporo Draft Beer Black Label WAGON -LIVE DRAFT-” held at 13 locations nationwide
To allow more customers to enjoy the “fresh taste” we’ve pursued through our commitment to quality, we launched “THE PERFECT Sapporo Draft Beer Black Label” and our experiential events in 2014.
In 2026, we will hold “THE PERFECT Sapporo Draft Beer Black Label WAGON -LIVE DRAFT-” at 13 locations nationwide from April through August.In a quiet, dimly lit space, we offer an experience where guests can enjoy the moment “THE PERFECT Sapporo Draft Beer Black Label” is served while observing up close the technique and movements of the pourer as they pursue the “fresh taste.” To fully appreciate the “taste of the first sip” that Sapporo Draft Beer Black Label is known for
, we ask guests to take their first sip immediately after the beer is served, delivering an extraordinary moment where they can immerse themselves in the world of Sapporo Draft Beer Black Label.
"Sapporo Draft Beer Black Label THE BAR," a popular experience venue in Ginza
Opened in Ginza in 2019 and reopened in July 2025, the experience venue “Sapporo Draft Beer Black Label THE BAR” thoroughly pursues the draft beer experience under the concept that “the moment beer tastes best is the very first glass of the day.”Guests can enjoy up to two glasses a day from three distinct Sapporo Draft Beer Black Label pours—"The Perfect Sapporo Draft Beer Black Label," "First," and "Hybrid"—and the venue’s unique atmosphere, which encapsulates the essence of Sapporo Draft Beer Black Label, has also been well-received. In 2025, annual visitor numbers exceeded 100,000 for the first time, bringing the cumulative total since opening to over 500,000.
In July 2026, the second location, “Sapporo Draft Beer Black Label THE BAR OSAKA,” opened in Umeda, Osaka, serving as a hub for Western Japan and deepening connections with even more customers.
We will continue to evolve the “deliciousness of draft beer” and our “unique worldview,” and through a variety of experiential spaces, we will continue to deliver the joy of choosing a beer that suits one’s own style and the joy of expressing one’s mature self.