Sapporo Breweries to launch record marketing investment for beer business

Sapporo Breweries has announced its largest-ever marketing investment for its core beer business, scheduled for 2026. This strategic move is driven by the upcoming liquor tax reform in October, which is expected to reduce the price gap between categories and trigger a return to beer demand.

The company aims to focus on brand value and customer experience rather than relying solely on new products. Key brands such as ‘Black Label’ and ‘Yebisu’ will receive significant investment to enhance their brand stories and consumer touchpoints. New physical locations, including a dedicated beer hall in Ginza and a member-only beer bar, are planned to open in late October to foster brand engagement.

In the Ready-to-Drink (RTD) segment, despite facing a tax increase, Sapporo plans to expand its ‘strong flavor’ offerings. This includes a renewal of its ‘Koi-me no Lemon Sour’ series to a ‘super strong’ version to appeal to cost-conscious consumers, alongside new non-alcoholic and highball products.