Sapporo Beer targets luxury wine market with Marques de Riscal

Sapporo Beer is expanding its wine and spirits business by targeting the “luxe” segment, aiming to move beyond standard premium offerings. The company seeks to cultivate a consumer base that selects products based on personal values and an understanding of brand heritage, rather than just price.

As part of this strategy, Sapporo released “Marques de Riscal XR” in Japan, marking the first new year-round product from the renowned Spanish winery in a decade. The wine, sourced from the Rioja region, utilizes high-age vines and extended barrel and bottle aging. The “XR” designation refers to a historical mark of highest quality reserved for exceptional barrels.

During a recent tasting seminar, representatives highlighted the importance of communicating the philosophy, history, and cultural connections of premium wines. The Marques de Riscal brand, which was named “World’s Best Vineyard 2024,” emphasizes a holistic experience involving wine, architecture, and hospitality.