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Sapporo Breweries vigorously engages in marketing activities with its premium Yebisu Beer, standard Sapporo Black Label, two refreshing happo-shu (low malt) brands, Hokkaido Namashibori and Sapporo Sugomi <Nama>, a genre-pioneering low-alcohol beverage Draft One, Umai Nama with a satisfying taste and W-DRY in pursuit of bitterness and clear aftertaste. With this unique marketing strategy, we aim to improve Sapporo Breweries' brand-value overall.
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Black Label
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Owing to loyal support from consumers, Sapporo Black Label celebrated its 30th anniversary in 2007. During this period, Sapporo Breweries pursued quality in production and distribution. Specifically, Sapporo Breweries originated the "Keep-fresh Production Method" to completely remove deadly oxygen in the manufacturing process. We also instigated a "distribution revolution" with constant temperature delivery vehicles and athermic quality sheets to provide satisfying beer at the best quality.
In 2007, in order to highlight the real taste of “Nama” or draft beer, we started a new advertisement development with the keywords "Draft beer for prosperous restaurants and bars." As a long-selling product originated from "Bin Nama" (bottled draft beer,) we appeal the sense of fullness and feeling of satisfaction of a draft beer.
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Yebisu Beer
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Well-known as a beer with a touch of class.
Lavished with select aroma hops from Bayern, Germany, especially particular about ingredients and production methods, Yebisu Beer is mellowed over a long period to be a 100% malt premium beer. We pursue rich flavor by aging beer for longer than usual without using any auxiliary materials. Select aroma hops produce a pleasant bitterness without any aftertaste. Yebisu Beer is a boon from over a century of history and the Company's devotion to pursuing good ingredients and a traditional production process.
In 2007, our target is "Yebisu but beyond Yebisu," to launch a renewed version of Yebisu <the Black> and a new proposal for Yebisu, Yebisu <the Hop>, further expanding the world of the Yebisu brand.
Yebisu has been, is and will be a brand that contributes to the creation of Japanese beer culture.
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Happoshu
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Sapporo Breweries developed two brands with completely different characteristics.
In relation to Hokkaido Namashibori, we are loyal to ingredients, making the product from "Ryofu" barley grown in Hokkaido only, pursuing a "refreshing taste" while putting emphasis upon a "sense of nature," "an excellent blend of ingredients" and a "taste" unique to "Hokkaido."
In addition, the newly released Sugomi <Nama> has made "ultra-premium bitterness" and a "sharp aftertaste" compatible, offering a sharp taste, where nobody will say, "I have enough," even after drinking many glasses. It has become popular among males not satisfied with conventional happo-shu.
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New genres
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The combination of our unique, longstanding brewing technology and new "pea protein" ingredient has realized a "new clear taste" at a reasonable price, pioneering a new genre. Sapporo Breweries takes the initiative in the creation of a "neo-alcohol Culture" now and in the future with Umai Nama, which has a 5.5 percent alcohol content for an economic yet satisfactory beer taste, W-DRY in pursuit of a dry and clear aftertaste, Slims to respond to the health-oriented needs of customers, and other brands.
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Guinness/Smirnoff Ice
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Guinness, often called "the pride of Ireland," has been made with carefully selected first-class ingredients and an exclusive production process for two and a half centuries. Today it is favored in more than 150 countries worldwide. Guinness has a velvety froth and rich, full-bodied taste.
Smirnoff Ice TM, a low-alcohol beverage with a fresh lemon taste, has been popular in 80 countries around the world since its release in the United Kingdom in 1999. In Japan, Sapporo Breweries launched its sales in March 2003 and acquired an attractive reputation among youth in their 20s and early 30s. As brand familiarity increased, we also introduced a new dry lime flavor Smirnoff Black Ice (R) in 2004, Smirnoff Ice Dry(R) in 2006, and Smirnoff Ice Spice(TM) in 2007.
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Shochu
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Many devoted fans have supported our mainstay brands, Triangle and Indigo, with stylish design and a balanced taste since their launch. In 2007 again, through contacting with customers and positively delivering information, we will attempt to expand our customer base. As for honkaku shochu products, we will promote development of new unique products promising our "expertise to cellar taste" and "expertise to materials," and build an established position in the shochu market.
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Approach to the On-the-premises Market
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Sapporo Breweries is engaged in aggressive sales of kegged draft beer in order to enable more customers to enjoy the refreshing taste of beer that has been just brewed.
With Sapporo Draft Beer as the mainstay, we offer a comprehensive range of on-the-premises marketing including kegged Yebisu, Edelpils, and Guinness Draught. We are engaged in the development of the Company's epoch-making draft beer server system (the Sapporo Separe System) to experience the freshness at the brewery and sponsorship of a series of Beer Academies (for restaurants) to train kegged draft beer experts throughout Japan.
Furthermore, we host management support seminars to assist management and operation of restaurants and bars throughout the country. To expand the food and beverage service that our clients provide to their customers that enjoy our products, we establish a food business support structure to help our clients succeed.
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