How Sapporo turned around its image in the US
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
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.