As part of a major strategic joint venture between Carlsberg Group and Sapporo Breweries, Carlsberg Britvic is pleased to announce that it will brew and distribute Japan’s Sapporo Premium Beer in its UK portfolio from 1 August. Following a successful 18 months of distribution across the on-trade, Carlsberg Britvic will be appointed as the brand’s full license partner, overseeing the on-trade and off-trade channels nationwide, as well as all brewing and marketing activities.
Sapporo Premium Beer delivers an exceptionally refreshing and balanced beer, full of flavour with subtle, grassy hop notes, characterised by its premium brand positioning and distinctive Japanese taste.
Consumers have clear appetite for Japanese culture, with the UK Japanese restaurant sector valued at £1.6 billion in the UK alone. This positions Carlsberg Britvic strongly to accelerate Sapporo’s growth, tapping into the growing world beer segment and bringing one of Japan’s most renowned beers to an even wider audience.
“We are really excited to be adding Sapporo to our portfolio, a brand that is rich in history and brewing heritage like ourselves,” said Dharmesh Rana, Brand Director – Premium Brands at Carlsberg Britvic. “Dating back to 1876, Sapporo is the epitome of Japanese precision and craftmanship, and we can’t wait to start telling the brand’s story to our customers and consumers.
“As shoppers look to trade up, we’re seeing clear momentum in premium world beers. While Japanese cuisine continues to gain popularity, consumers have fewer opportunities to discover authentic premium Japanese beers. Sapporo is helping meet the growing consumer demand, bringing a premium Japanese beer experience to more consumers.
With Sapporo’s prestigious heritage, we’re looking forward to moving forward as the brand’s license partner and supporting its growth.”