Japanese beer market sees new competition and anniversary milestones

Retailer Ito-Yokado is launching its first low-priced private brand beer, priced at approximately 173 yen per can. To maintain low costs, the company is utilizing production outsourcing to overseas manufacturers. This move comes as retail competition intensifies ahead of upcoming liquor tax reforms in October, which are expected to lower tax rates for beer.

Meanwhile, Sapporo Breweries is marking its 150th anniversary. To foster group unity and celebrate its history, the company held the ‘OneSAPPORO Assembly’ event in Yokohama, bringing together approximately 2,600 employees. The event featured a creative video project where employees performed original rap songs detailing the company’s heritage and future goals.