In January 2020, Sapporo Beer established a new vision statement.

Vision
We aim to be an alcoholic beverage brand company that creates the future of alcoholic beverages and people by creating heartwarming stories.
We aim to be someone’s number one star.
＜Premium&Reasonable＞
＜Global&Personal＞

As society changes drastically and the values our customers seek change, we have reaffirmed that our brand is the source of our growth. Thus, we aim to be a company that creates the path forward to the future by telling our customers the story of our brand and inspiring them.