How Sapporo turned around its image in the US
The American beer market revolved around 12oz (355ml) bottles and cans, with over 90% of beer exported from Japan being in 12oz bottles. The retail price of Japanese beer was 1.5 times that of American beer. The main points of sale were Japanese restaurants. Recognition of the Sapporo brand in the US was low, and the company was stuck in third place against other Japanese beers.
Things changed after a misdelivery
Newport Beach, Los Angeles: autumn 1980 The company’s local agent received an order from a new sushi bar for ten cases of small bottles of Sapporo Lager. Yet for some reason, the driver delivered large bottles of Sapporo Bottled Draft. The shop owner was furious. Yet his patrons had asked for Sapporo Beer, so he had no choice but to oblige, and brought out the Bottled Draft with some trepidation.
From an “unusual” beer to a delicious beer
Those first ten cases sold out in two days. What the local agent saw at the sushi bar was 90% of patrons consuming the bottled draft beer. While this would not be unusual at a specialty shop in Japan, American restaurants carried a wide variety of brands, so it was highly uncommon for patrons to be so taken with one. When asked why, patrons said it was something new, so they thought they would give it a try. Yet that initial curiosity turned into surprise when they found it delicious. They would then introduce it to friends when they showed up at the bar.
Reaching the #1 share of the beer market in the US
In March 1984, Sapporo Cup Draft went on sale in Japan. In October of the same year, it released in the US. Dubbed “Silver Sapporo,” the unique design also contributed to its popularity. In 1985, the brand reached #1 of the American market for Japanese beer, a long-held aspiration. This had all happened within five years of launching exports in earnest. Since that time, the brand has remained at the top of the market for over thirty years.
Hokkaido exclusive Sapporo Classic
Sapporo Classic, released in June of 1985 as a Hokkaido exclusive, was designed to be paired with the rich cuisine of Hokkaido, not to mention its climate and culture. Within the company, debate continued as to what represented a beer befitting the Hokkaido region, and what it should be named. The result was a new product: Classic. This orthodox name was given to a 100% malt beer with moderate bitterness and crisp finish.