Sapporo Beer has upgraded two sparkling beverages to beer

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2026-3-24

On March 18th, Sapporo Beer Company announced that in response to the upcoming alcohol tax adjustment in October, it will upgrade the product classification of "Gold Star" beer and "Malt & Hops" beer from low-malt beer to easy-open-end canned beer. The specific implementation date has not yet been determined.

Previously, its competitors Suntory's "Kinmai" and Kirin Brewery's "Hon Kirin" had also announced similar adjustment plans.

Sapporo Beer explained that this move aims to shift towards a diversified product portfolio strategy, offering products across different price points within the beer category, including high-end, mainstream, and economical options. Additionally, the goal is to optimize its product line to align with the prevalent trend of multi-price point product portfolio management in the global beer market.

The company is strengthening its investment strategy for its flagship beers, Black Label and Ebisu. This move appears to be aimed at streamlining the previously non-core low-price beer market to complement its existing strategy.

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