# Sapporo Breweries marketing and product expansion > Live situation record from CLSTR: https://clstr.news/situations/sapporo-breweries-marketing-and-product-expansion > Updated: 2026-09-07T05:00:04.000Z. Sources: 5. Developments: 2. Sapporo Breweries has initiated a major strategic shift characterized by record-breaking marketing investments and new product releases. In late August 2026, the company announced its largest-ever marketing push for its core beer business, a move prompted by upcoming liquor tax reforms in October. This strategy focuses on enhancing brand value for established labels like ‘Black Label’ and ‘Yebisu’ through new consumer touchpoints, including a dedicated beer hall in Ginza and a member-only beer bar. Following this announcement, the company expanded its product offerings in September 2026 with limited-edition releases. These include special design cans for Sapporo Draft Black Label featuring baseball player Yoshinobu Yamamoto, and the introduction of Sapporo Lager Beer in cans, a format previously reserved primarily for bottles. The company is also adjusting its Ready-to-Drink segment by introducing ‘super strong’ versions of products to appeal to cost-conscious consumers amidst tax changes. ## Timeline ### 2026-09-07: Sapporo Breweries announces limited edition canned beer releases Sapporo Breweries is launching limited-edition canned versions of Sapporo Draft Black Label featuring Yoshinobu Yamamoto and Sapporo Lager Beer in September 2026. 2 sources. https://clstr.news/cluster/sapporo-breweries-announces-limited-edition-canned-beer-releases ### 2026-08-27: Sapporo Breweries to launch record marketing investment for beer business Sapporo Breweries will launch its largest-ever marketing investment in its beer business to capitalize on upcoming liquor tax reforms and enhance brand experiences for Black Label and Yebisu. 3 sources. https://clstr.news/cluster/sapporo-breweries-to-launch-record-marketing-investment-for-beer-business --- Cite as: Sapporo Breweries marketing and product expansion. CLSTR, https://clstr.news/situations/sapporo-breweries-marketing-and-product-expansion