Sapporo Breweries (Japan)

Sapporo is Japan's third largest brewer, behind Asahi and Kirin. It was one of the first Japanese beers to establish a reputation outside its domestic market, imported into the UK and US during the 1980s and 1990s and quickly gaining a reputation among clubbers and style leaders as a result of its unusual ridged can. In its domestic market, it has also sought to shake up tradition with the development of new low cost "beeralike" products, which have dominated Japan's beer market since the late 1990s. Sapporo broke new ground in 2004 with the invention of the so-called "third category" or "new genre" almost-beers, made from fermented pea protein. Click here for an Adbrands Snapshot of Sapporo (subscribers only). Adbrands Snapshots provide a summary analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and identify key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.

Competitors: Sapporo's principal rivals in Japan are Kirin, Suntory and Asahi. See Wine Beer & Spirits Sector for other companies

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