The Global Circle of SAPPORO “Experiences”
For our flagship beer brand for overseas markets, “SAPPORO PREMIUM BEER” we prioritize creating value through the drinking experience, alongside expanding brand awareness and building brand image. In addition to the delicious taste of the beer itself, we are advancing brand-building efforts in the global market that encompass the entire experience—including the settings in which it is enjoyed and how it is savored.
Canada: Sub-Zero Experience Event
In North America, where we have held the No. 1 market share in Asian beer for many years, we continue to sponsor “Igloofest,” a major winter outdoor music festival held in Canada.
This festival is a quintessential winter music event held in various locations for about a month in sub-zero outdoor temperatures.
The sight of the venue filled with excitement as attendees hold “SAPPORO PREMIUM BEER” in their hands amidst the bitter cold is truly impressive, creating a space where people can experience firsthand how beer brings people together.
Emphasizing participatory activations, this initiative designed a multidimensional brand experience through multiple touchpoints such as “watching,” “playing,” “drinking,” “relaxing,” and “taking home.”
Expanding Experience Events Across Asia
Since then, driven by a desire to deliver a moving experience through a more refined beer, we have been expanding this high-quality brand experience to other countries. In the second half of 2024, we held our first limited-time “SAPPORO PREMIUM BEER” brand events in Singapore and China.
At these events, attendees could not only enjoy “SAPPORO PREMIUM BEER” which is crafted with an unwavering commitment to quality, but also learn about our dedication to the beer itself and the glasses used to serve it. We conveyed our commitment to craftsmanship and quality through these hands-on experiences.
Furthermore, to spark interest in the brand’s history and origins, we used manga-based storytelling to introduce our heritage and share insights into our roots.
These fresh experiences garnered a tremendous response, particularly from younger generations, across all locations.
South Korea | The First Overseas Permanent Experience Hub Opens
Following the success of numerous limited-time brand events, “SAPPORO PREMIUM BEER Stand”—the first permanent overseas brand experience hub for “SAPPORO PREMIUM BEER”—finally opened in South Korea in 2025.
This venue incorporates the concept of “Sapporo Draft Beer Black Label THE BAR” (Ginza, Tokyo), the experience hub for our domestic flagship brand “Black Label,” and offers two varieties of “SAPPORO PREMIUM BEER” that allow visitors
to enjoy different flavors depending on how they are poured. Combined with a style that incorporates the Japanese “standing bar” culture, which has gained popularity in Korea in recent years, the venue is so bustling on weekends that waiting lines form.
Aiming to be a beer company that delivers value beyond mere “deliciousness” to the world through beer experiences that exceed expectations, Sapporo Breweries continues to evolve in the global market.