Pasteurized (heat-treated) beer was the norm in those days.
Sterilized filtration system
Sapporo Bottled Draft changed how beer was consumed
Cask draft beer had been well regarded at Sapporo Lion and other beer halls. Customers looked for Sapporo when it came to draft beer. The company resolved to commit to production of draft beer, which had a competitive advantage on the market. In April 1977, bottled Sapporo draft beer went on sale nationwide. One key challenge for the sales team was overcoming the preconception that draft beer was a summer beverage. They focused on promoting the product as something delicious year-round. The year before Bottled Draft went on sale, draft beer accounted for 9% of revenue, but it grew to 13% after the product was released. In this way, Sapporo Bottled Draft would be the product to usher in a new era of authentic draft beer.