Topics.【酒のつまみ話】2026年 サッポロビール事業方針
2026年、サッポロビール（サッポロホールディングスグループ）は創業150周年を機に「製造業から創造業へ」の転換を進め、独自の体験価値を重視したマーケティング強化を図ると発表しました。2025年は節約志向の消費環境の中で、主力ブランド「サ...
Sapporo Beer
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Topics.【耳寄り情報】黒ラベルが“履ける”カルチャーに──デザイナーコラボでスニーカー発売
サッポロビールが、人気ファッションブランド「メゾン ミハラ ヤスヒロ」のデザイナー三原康裕氏が手掛けるレーベル「General Scale.」とタッグを組み、「黒ラベル×General Scale. Collaboration Sneak...
campaign【キャンペーン】ユーミン＆ブッキーのサイン入りグラスプレゼントCP
サッポロビール黒ラベルのテレビCM「大人エレベーター」の、妻夫木聡さんと松任谷由実さんのメッセージ企画と連動したキャンペーンを実施中です。 期間：2026年1月5日(月) 0:00 ～ 1月13日(火) 12:00 賞品：妻...
Topics.[Product Information] The ninth edition of Sapporo Classic "Golden Kamuy Can" will be released!!
On January 20, 2026, Sapporo Beer will release a limited number of Golden Kamuy-themed cans of its Hokkaido-exclusive beer, Sapporo Classic. To commemorate the final chapter of the anime, the special edition features Sugimoto in gold on the 350ml can and Shiraishi in gold on the 500ml can. The Sapporo Beer...
Topics.[New Product] Yebisu "CREATIVE BREW" 10th release "Yebisu Creative Brew JAZZY" Limited quantity available
The 10th installment of the Yebisu brand's "CREATIVE BREW" series is a limited-edition beer created in collaboration with the brand, "Yebisu Creative Brew JAZZY." The beer will be released nationwide in limited quantities on Tuesday, November 18, 2025. The beer will be available at the Ebisu Brewery in Tokyo and...
Topics.[Product Information] Sapporo Classic "JR Hokkaido Star Train Design Can" Limited Edition Release
Sapporo Breweries Ltd., in collaboration with Hokkaido Railway Company (JR Hokkaido), will release a limited-edition regional beer, "Sapporo Classic JR Hokkaido Star Train Design Can," in limited quantities in the Hokkaido area from Tuesday, November 11, 2025. The packaging features a design of the train that will be running in 2027...
Topics.[Limited Edition] FamilyMart Exclusive "Beer Surprise" 17th Edition! "Blissful Richness" Now Available in New Package
FamilyMart and Sapporo Breweries have jointly developed the popular "Beer Surprise" beer series, exclusive to FamilyMart. The 17th installment will be "Sapporo Beer Surprise: Rich Bliss," which will be available at approximately 15,800 FamilyMart stores nationwide from Tuesday, November 11, 2025.
Topics.[Information] A collaboration that transcends the boundaries of beer and whiskey | Dewar's x Yebisu
Sapporo Beer will release a limited quantity of "Yebisu Key of the Night -Barrel aged-" exclusively at the brand experience facility "YEBISU BREWERY TOKYO" in Ebisu from October 15, 2025. This...
Events[Now On] Yebisu 135th Anniversary Project | The second installment is Hirohiko Araki's "Bijinga (Paintings of Beautiful Women) Exhibition"
YEBISU BREWERY TOKYO will be holding the second special event commemorating the 135th anniversary of Yebisu Beer, "A Yebisu Beauty Exhibition: Experience with all five senses," from Wednesday, September 10, 2025 to Sunday, November 30, 2025. The exhibition will feature new illustrations by Hirohiko Araki, one of Japan's leading manga artists...
Topics.[Information] "BEER STAND SORACHI," a base for experiencing "Sapporo SORACHI 1984," opens at New Chitose Airport on Thursday, August 28th
BEER STAND SORACHI Sapporo Beer and JR East Planning, in collaboration with Hokkaido Airport, will open a new bar, "BEER STAND SORACHI New C..." on Thursday, August 28, 2025, as part of the "SORACHI 1984" brand...
Topics.[Collaboration Can] "JoJo" Hirohiko Araki x Yebisu 2nd Edition, Original Design Can to be Released in September
Sapporo Beer will release a limited number of new Yebisu Beer cans featuring an original design by Hirohiko Araki, the author of the popular manga "JoJo's Bizarre Adventure," nationwide on Wednesday, September 17, 2025, as part of its second collaboration with Hirohiko Araki.
Topics.[Hokkaido only] Limited quantity release of "Sapporo Classic Freshly Shipped Can"
"Sapporo Classic Freshly Shipped Cans" will be released in limited quantities in the Hokkaido area on three occasions, starting on Tuesday, July 15th. This product will be shipped from the Sapporo Beer Hokkaido Factory within three days of production. "Sapporo Classic" is a regionally limited...
Topics.[Limited Edition Reissue] FamilyMart Exclusive "Sapporo Hokkaido Draft Beer" Released Today
"Sapporo Hokkaido Draft Beer" will be available again for a limited time only at FamilyMart starting Tuesday, July 8th. Made with Hokkaido-grown barley malt and hops, it delivers a rich flavor nurtured by Hokkaido's natural beauty. Furthermore, by aging it below freezing, it achieves a clean, refreshing aftertaste without any unpleasant aftertaste.
Topics.[Information] Sapporo Beer launches new online store "Spark"! A place to co-create new appeal for alcohol
Sapporo Beer has launched its new online store, "Spark." Spark aims to connect directly with consumers and deliver new experiences, fun times, and reliable quality through the offering of new beverages.
Events[Pop-up] Sapporo Beer opens "THE PERFECT Black Label BASE" for a limited time in Umeda, Osaka
THE PERFECT Black Label BASE The Perfect Black Label experience event, "THE PERFECT Black Label BASE," will be held at LINKS UMEDA in Umeda, Osaka City from June 19, 2025 to January 12, 2026.
campaignCampaign] "SORACHI 1984" Domestic Sorachi Ace 1.5 times increase campaign is underway!
Sapporo Beer is conducting a present campaign to celebrate the release of SORACHI 1984, which uses 1.5 times more of the legendary "Sorachi Ace" hop. Campaign Period] May 9, 2025 (Friday) - May 22, 2025 (Thursday) [Campaign Period] May 9, 2025 (Friday) - May 22, 2025 (Thursday) [Campaign Period] May 9, 2025 (Friday) - May 22, 2025 (Thursday)
EventsSwingin' Singin'", a beer made with JAZZ as its theme, will be released at YEBISU BREWERY TOKYO and BLUE NOTE on May 16 (Fri.).
Sapporo Beer will release a limited edition jazz-themed beer, "Swingin' Singin'," in limited quantities from May 16, 2025. The beer will be launched in collaboration with YEBISU BREWERY TOKYO in Ebisu, the birthplace of Yebisu Beer, and BLUE NOTE PLACE...
Topics.Product Information] "Sapporo WITH BEER White Ale" will go on sale on June 24 (Tuesday) in limited quantities! Sapporo WITH BEER White Ale to be released in limited quantities on June 24 (Tuesday)
Sapporo WITH BEER White Ale Sapporo Beer will release "Sapporo WITH BEER White Ale" on June 24 (Tuesday) in limited quantities nationwide, targeting younger consumers. This product is a reworking of the popular product released last June...
Topics.Two colors of "Sapporo Lager Beer" vacuum-insulated tumblers are now on sale at Lawson and HMV&BOOKS online.
The traditional red star sapporo lager beer tumbler BOOK and the traditional red star sapporo lager beer tumbler BOOK Limited Color The vacuum-insulated tumbler of sapporo lager beer, the oldest existing beer brand in Japan, is now available! Cold...
Topics.The second batch of "Ebisu x UNIQLO Ebisu Store" collaboration goods goes on sale today at UNIQLO Ebisu and Harajuku stores!
YEBISU BREWERY TOKYO, Sapporo Beer's Yebisu brand experience base, celebrates its first anniversary by collaborating with UNIQLO Ebisu again this year. The limited-edition goods will be ...
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