2003 The new Sapporo Beer Limited

In July of 2003, Sapporo Beer transitioned to a pure holding company. Sapporo Holdings Limited is the main company that oversees group-wide operations. By enabling each of the four pillars of our business -- spirits, beverages, dining, and real estate -- to operate independently, this achieves more agile management and group synergy that enhances our corporate value. The new Sapporo Beer Limited, which had inherited various spirits businesses on its portfolio, recognized that consumers’ attitudes towards alcohol were changing, so it focused on dedicating investment to R&D and brand-building.