The Sendai Brewery is completed
Yebisu Beer goes back on the market
The slogan was: “Specialty Yebisu Beer: a delicacy reborn.”
In December of 1971, Yebisu Beer, a pre-war favorite, was brought back on the market. This marked the first time in 28 years that Yebisu was back on the market since the war, when production of all branded beer was halted in 1943. Rather than just bring the old brand back, the company decided to commoditize it in a varied lineup that included a high quality beer and a German-style beer. Yebisu Beer was thus back as Japan’s first 100% malt specialty beer.