In 2026, Sapporo Breweries (Sapporo Holdings Group) announced that it would mark its 150th anniversary by transitioning from a manufacturing industry to a creative industry and strengthening its marketing with an emphasis on unique experiential value. In 2025, amid a budget-conscious consumer environment, sales of its main brands, Sapporo Draft Beer Black Label and Yebisu, exceeded the previous year's figures, resulting in solid sales volume. In 2026, with the return of the beer market following the revision of the liquor tax as a tailwind, the company will foster brand empathy and implement new experiential events centered on the creation of experiential value.
The company also plans to expand fan contact points by opening a new experience center in Umeda, Osaka, and collaborating with manga artists. It aims to enhance the appeal of the brand through a multifaceted strategy, including revitalizing the market by developing existing RTD (canned chuhai, etc.) brands and new products, and proposing non-alcoholic products to meet health-conscious demands.
<2025 results and 2026 plan> (Note) 2025 results and year-on-year comparisons based on them are all preliminary figures.
*1 Individual product brand *2 Beer-flavored beverages include non-alcoholic and low-alcohol beer-flavored beverages.
Unit: 10,000 cases (Beer-flavored and beer-flavored beverages are calculated as 633ml x 20 bottles. RTDs are calculated as 350ml x 24 bottles)
Unit: 100 million yen. Amounts are rounded down to the nearest 10 million yen.
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