In 1957, when Sapporo Beer went back on sale nationwide, Nippon Beer advertisements launched wholesale into describing the product as: “Sapporo, the authentic taste.” This was particularly the case with the 1958 Munich Sapporo Milwaukee campaign. The catchphrase showed beer regions of the world aligned along 45° north latitude. The slogan had a certain rhythm to it, and it caught on.
The late 1950s, as the Japanese economy gradually prospered, was a time when people started growing particularly attracted to the international scene and saw it as hip and cool. Seeing the name Sapporo alongside global destinations like Munich resonated well with the Japanese consumer.