Sapporo Breweries renews “Ultra-Rich” beverage lineup

Sapporo Breweries is renewing its “Rich” brand lineup, evolving it into the “Ultra-Rich” series. The update includes “Sapporo Ultra-Rich Lemon Sour,” “Sapporo Ultra-Rich Double Lemon,” and “Sapporo Ultra-Rich Grapefruit Sour,” with production scheduled to begin in August. Additionally, concentrated bases for these flavors will be updated starting in October.

A recent consumer survey conducted by the company highlights a shift in purchasing behavior termed “fulfillment consumption.” Despite rising inflation, consumers are increasingly prioritizing “satisfaction” and “flavor intensity” over mere low prices. The survey found that approximately two-thirds of respondents are more conscious of the satisfaction gained per drink, with over 80% of participants expressing a preference for stronger, more substantial flavors when choosing alcoholic beverages.