Redeveloping pre-war canned beer that had been lost to history
Canned Sapporo Beer
Can designed by a noted designer
Canned beer struggles to gain acceptance
Priced boldly at 75 JPY per can (350ml), the product was not immediately taken to by consumers. Complaints ranged from the fact that the cans imparted a foul odor to the notion that it was less flavorful than bottled beer. Although the product was in no way inferior to bottled beer, it entered the market with a negative image. Not only was the taste unfamiliar, but perhaps out of people being unaccustomed to having to open it with a can opener, the new product struggled to gain popularity.