As part of a ’strategic joint venture’ between Carlsberg Group and Sapporo Breweries, Carlsberg Britvic has announced it will brew and distribute Japan’s iconic Sapporo Premium Beer in its UK portfolio from next week (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.
Consumers have clear appetite for Japanese culture, with the UK Japanese restaurant sector valued at £1.6bn 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.
Dharmesh Rana, brand director for premium brands at Carlsberg Britvic, said: “We’re really excited to be adding Sapporo to our portfolio, a brand that’s rich in history and brewing heritage, like ourselves. 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.”
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