SAPPORO BEER PRESS RELEASES

East Meets West

U.S. market production of #1 Asian beer brand will shift to breweries at one of the largest craft beer brands in U.S.; Stone retains existing brands, management and workforce; deal advances Sapporo’s strategic growth plans 

San Francisco, Calif., June 24, 2022 – Sapporo U.S.A., maker of the number one selling Asian beer brand in the United States, and Stone Brewing, one of America’s largest and most innovative craft beer brands, have reached an agreement for Sapporo U.S.A. to acquire Stone Brewing. Supporting both business’ long-term growth strategies in the U.S. market, the transaction is expected to close in August 2022.

This east-meets-west acquisition brings together the complementary strengths of Japanese artistry and innovation with the American craft brewing tradition in a fusion of cultures creating strength and growth potential for both brands. Sapporo gains major, high-quality brewing capacity on both U.S. coasts that will enable it to significantly increase production to meet the strong consumer demand of its Sapporo-branded beers for the domestic market. Stone Brewing gains the resources of the largest Asian beer brand in America and its commitment to preserve Stone’s legacy, culture and innovative approach to craft brewing.

Sapporo intends to produce its Sapporo-branded beers for U.S. distribution in Stone’s two state-of-the-art breweries, in Escondido, California and Richmond, Virginia. Building on existing capabilities, and supported by planned capital investments, Sapporo intends to brew 360,000 barrels in the U.S. by the end of 2024. This will essentially double Stone Brewing’s current production and provide ample opportunities for growth for both brands.

“We approached Stone Brewing seeking a partner for our growth plans in the U.S, and we quickly recognized they were an ideal partner with bi-coastal brewing capacity, loyal fans, superb management, shared cultural values, and commitment to the highest quality standards,” said Kenny Sadai, Chairman, Sapporo U.S.A. “This acquisition puts the resources and legacy of the largest Asian beer brand in America together with one of the most innovative and recognized craft beer brands in the world. It’s a perfect fusion of east meets west that is an ideal marriage for Sapporo’s long-term growth strategy in the U.S.”

Under the agreement, Stone Brewing will continue to brew its celebrated craft beers at the two breweries, as well as operate its seven Tap Rooms and World Bistro & Gardens destinations with existing branding, management and workforce under the Sapporo umbrella. Best known for its award-winning beers like Stone IPA, Stone Delicious IPA and Stone Buenaveza Salt & Lime Lager, Stone will continue to brew with the same recipes and passionate team as before.

“This is the right next chapter for Stone Brewing,” said Greg Koch, Co-Founder & Executive Chairman of Stone Brewing. “For 26 years, our amazing team has worked tirelessly to brew beers that have set trends and redefined expectations. To have the interest of a company like Sapporo in continuing the Stone story is a testament to the great beers we’ve created and will continue to create for our fans across the globe.”  

“I am thrilled that we have the opportunity to join forces with Sapporo,” said Maria Stipp, CEO of Stone Brewing. “This unique partnership allows us to preserve the Stone legacy that our fans know and love and will add exponential opportunities for growth, from production to more investment in people, equipment, sales, and marketing.”

Stone is the second acquisition in the growing craft brew segment of Sapporo U.S.A.’s business. Alongside Anchor Brewing Co., which was acquired in 2017, the acquisition continues the legacy of great brands coming together under the Sapporo banner. Anchor Brewing operations will remain unchanged.

Stone Distributing Co., Stone Brewing’s distribution business, is not part of the sale, and will become an independent company under current ownership, maintaining its current leadership of day-to-day operations. Stone Distributing is a leading distributor in the nation’s largest craft market and will continue to service Southern California with a portfolio of 42 distinctive craft brands, including Stone Brewing. As a separate entity from Stone Brewing, it will operate as it does today and with increased investment in its brands, people and future.

For more information, please visit: Stone Brewing and Sapporo Beer.

About Sapporo U.S.A, Inc. Founded in 1876, Sapporo is Japan’s oldest beer brand still operating and the #1 selling Asian beer brand in the United States. Sapporo lagers have been enjoyed for almost half a century in America, with five varieties – SAPPORO PREMIUM, SAPPORO PREMIUM BLACK, SAPPORO RESERVE, SAPPORO PREMIUM LIGHT, and the new SAPPORO PURE. Sapporo U.S.A., Inc. (a subsidiary of Sapporo Brewing) was established in 1984 to oversee U.S. production, distribution, sales and marketing for the brand. Sapporo beers are made from only the finest natural ingredients. The combination of select barley and hops with an extreme attention to quality give Sapporo beers their crisp taste, refreshing flavor, and mild, refined bitterness.

About Stone Brewing  

Founded by Greg Koch and Steve Wagner, the San Diego-based Stone Brewing is the 9th largest craft brewery in the United States. Stone operates breweries in Escondido, CA and Richmond, VA, along with seven taproom and bistro locations. Stone is an industry leader in environmental sustainability. The company’s long list of environmental efforts includes a LEED Silver Certification, world-class water reclamation, solar panels, creative uses of spent grain, and even live goats for ecological vegetation management. Stone has been called the “All-time Top Brewery on Planet Earth” by BeerAdvocate magazine twice. To find Stone beers, visit find.stonebrewing.com. For more information on Stone Brewing visit stonebrewing.com, Facebook, Instagram or Twitter.

The Exceptional Light Beer is only 90 calories, 2.4g carbs and 4.0% ABV

NEW YORK, NY, March 1, 2021 – SAPPORO U.S.A., maker of the number one selling Asian beer brand in the United States, has unveiled SAPPORO PURE, a new superior light beer that will serve the evolving tastes of the modern consumer as well as longtime Sapporo drinkers. SAPPORO PURE is brewed to stand out to a new generation of beer drinkers looking to be more thoughtful of their consumption habits without compromising flavor. The beer will be among the lowest calorie options for beer drinkers in the superior light beer category, with only 90 calories, 2.4g carbs, and 4.0% ABV.

SAPPORO PURE is brewed for the consumer who seeks a balanced, active lifestyle. Whether it's through enjoying a personal hobby or a long hiking trip with friends, the new beer is meant to accompany the life moments where we feel at our most centered. SAPPORO PURE is ideal for consumers who appreciate a conscientious life filled with great experiences best enjoyed with a truly satisfying beer.

“More and more consumers are taking a balanced approach in their choices in alcoholic beverages and we wanted to meet that expectation with an exceptional light beer.” said Scott Pederson, Senior Vice President, Marketing, SAPPORO U.S.A. “With Sapporo continuing to grow in popularity, PURE is a natural extension of our portfolio. Our Japanese brewers have been actively overseeing the development of the beer in North America, taking great care in getting the taste just right.”

The golden-hued beer is crisp and effervescent, featuring bright floral notes with a subtle hop bitterness. As one of the few superior light beers on the market with 90 or fewer calories, SAPPORO PURE will be targeted to meet consumer demands for new products that complement their pursuit of life’s best moments.

“Sapporo’s Japanese heritage is a crucial element to our uniqueness and continued drive to innovate,” notes Pederson, “For us, it’s important that our new as well as loyal fans have a high-quality, easy to drink light beer that makes no compromise in quality and taste.”

As the long-standing #1 selling Asian beer brand in the U.S., Sapporo aims to leverage its momentum and unique position in the market to resonate with American consumers seeking an authentic, expertly crafted light beer experience.

SAPPORO PURE will join a Sapporo brand family that also includes SAPPORO PREMIUM, SAPPORO PREMIUM BLACK, SAPPORO PREMIUM LIGHT and SAPPORO RESERVE. SAPPORO PURE can be enjoyed in a distinctly designed 12 oz. slim can and available in 6-packs, rolling out to 17 states across the U.S. beginning this month, including Arizona, California, Colorado, Florida, Georgia, Hawaii, Illinois, Massachusetts, Maryland, New Jersey, New York, Nevada, Oregon, Pennsylvania, Texas, Virginia, and Washington.

First new product released in U.S. since 2004 becomes available on September 1, 2016

Sapporo Premium Black
NEW YORK, NY (PRWEB) AUGUST 16, 2016

SAPPORO U.S.A, brewer of premium lagers sold in the United States for more than 50 years, today announced the launch of Sapporo Premium Black, its first new product in the U.S. market since 2004. Sapporo Premium Black is a bold and flavorful dark lager that marks a pioneering effort for the Sapporo Brand into the world of dark beer.

“We’ve always believed Sapporo to be versatile, and so we called upon our longstanding commitment to quality craftsmanship and advanced brewing processes to produce a dark lager that breaks the mold of how consumers see our brand,” said Louis Orui, President, SAPPORO U.S.A. “The addition of Sapporo Premium Black further diversifies our portfolio of beers and encourages existing Sapporo fans to move beyond the perception that we are strictly a brewer of fine lighter lagers.”

Sapporo Premium Black is 5% ABV and packaged in a distinctly designed variation of Sapporo’s signature 22oz. steel can, embodying the same combination of cutting edge style and time-honored tradition that has defined Sapporo for 140 years. Carefully created from select barley and hops, Sapporo Premium Black is complex, yet notably smooth. The robust beer offers aromas of chocolate and roasted dark malt, complimented by a sweet, round fullness of black coffee on the palate.

The rich flavor makes Sapporo Premium Black well suited for pairing with a variety of hearty and spicy dishes from around the world, including traditional German, Asian, Cajun and Latin cuisines. Pairing recommendations include grilled, roasted or blackened meats, burgers, smoked sausages, and hearty seafood such as swordfish or tuna.

Officially launching September 1, Sapporo Premium Black will join a Sapporo brand family that also includes Sapporo Premium, Sapporo Reserve and Sapporo Premium Light.

For more information on SAPPORO U.S.A and Sapporo Premium Black, please visit http://www.sapporobeer.com

About SAPPORO U.S.A, Inc.
Sapporo U.S.A, Inc., a subsidiary of Sapporo Holdings Ltd., was founded in 1984 in order to maintain the high quality standards and distribution of the Sapporo brand throughout the United States. The Sapporo brand was founded in Sapporo, Japan in 1876, when a German-trained brewer named Seibei Nakagawa, combined his advanced brewing knowledge with his passion for Japanese craftsmanship to create a one-of-a-kind beer. Lauded for their famously crisp and refreshing taste, Sapporo lagers have been enjoyed by stylish and contemporary, yet selective beer-loving consumers for more than half a century in the United States. Made from only the finest natural ingredients, all Sapporo products sold in the U.S. are brewed in the U.S. and Canada.

One Lucky Consumer to Win a Grand Prize Trip of a Lifetime to Tokyo

12 Weekly Prizes of Branded HD Activity Cameras to be Given Away

New York, NY, June 4, 2014 — Sapporo, the #1 selling Asian beer in the U.S. and Japan's oldest beer brand (www.sapporobeer.com), is launching its "Take a Legendary Journey" sweepstakes today. The annual summer sweepstakes is open through August 27. The grand prize winner will win a trip for two to Tokyo. This prize package for two includes round trip economy air fare, accommodations for an 8 day/7 night trip and 2,400 USD to use for ground transportation and spending and a branded HD Activity Camera. The winner will be announced at the end of August. Sapporo will also award 12 weekly prizes of branded HD Activity Cameras. Winners will be selected randomly and contacted by phone and/or e-mail. All winners will be announced on Sapporo's Facebook page. Terms and conditions governing the sweepstakes are set forth in the Official Rules, located on Sapporo's Facebook page.

The sweepstakes is open only to legal residents of the 50 United States and the District of Columbia who are 21 years of age or older. U.S. residents can enter the sweepstakes each day by visiting www.facebook.com/SAPPOROUSA and clicking on the sweepstakes tab. They will then be prompted to enter their contact information. The grand prize winner can document their trip to Tokyo with their HD camera and post pictures to Sapporo's Facebook page.

"This year's summer sweepstakes is the largest we have ever offered," said Tsukasa "Louis" Orui, President of Sapporo U.S.A. "The winner of this trip will travel to Japan and be immersed in local atmosphere, and culture that defines Tokyo. It is an appropriately legendary journey for a legendary biru."

The annual sweepstakes continually grows in popularity and in 2013 Sapporo received more than 120,000 entries. To help spread the word about the sweepstakes, Sapporo has sent point of sale (POS) items including posters, coasters and table tent cards to select establishments that serve Sapporo beer. Banner ads will also be running on partner sites including Hulu, Thrillist and UrbanDaddy. Sapporo also just launched its first U.S. TV commercial, "Legendary Biru: After Dark." The commercial fuses traditional Japanese iconography with a modern, cosmopolitan sensibility.

About the "Legendary Journey" Summer Sweepstakes.

No purchase necessary to enter or win. Must be a U.S. resident 21 years of age or over at the time of entry. The sweepstakes begins 6/4/2014 at 8:00 A.M. PST and ends 8/27/2014 at 11:59:59 P.M. PST. ADDITIONAL RULES & RESTRICTIONS APPLY. Visit Sapporo's Facebook page for Official Rules.

New York, NY, May 19, 2014 - Sapporo, the #1 selling Asian beer in the U.S. and Japan's oldest beer brand (www.sapporobeer.com), announced today the launch of a $2 million integrated marketing campaign centered on Sapporo's first U.S. television commercial. The campaign - 'Legendary Bïru - fuses traditional Japanese iconography with a modern, cosmopolitan sensibility. In addition to cable TV placements in major markets, the campaign includes digital and out-of-home advertising, social media, and public relations.

"We are excited to launch our most ambitious marketing campaign in the U.S. to date," said Tsukasa "Louis" Orui, President of Sapporo USA. "Sapporo's share of the Japanese beer market in the U.S. now exceeds 50%, and the time is right to invest in building a new level of brand awareness, volume and market share."

The TV spot, titled "Legendary Bïru: After Dark," takes viewers into a hip, contemporary party scene where gorgeously animated Japanese icons including a dragon, samurai, cherry blossoms and taiko drums bring the party to life. The spot, created by Canada-based agency DentsuBos, was shot in Cape Town, South Africa. It was produced by Imaginary Forces, and features music and sound design by Vapor Music. Full credits for the spot are available upon request.

"We set out to position Sapporo as a brand for today's premium beer drinkers, while honoring its colorful Japanese heritage," said Claude Carrier, President and CEO, DentsuBos. "The campaign juxtaposes ancient and modern elements to show how Sapporo infuses every environment with the intriguing exoticness of Japan."

The 30-second spot will run on Comedy Central, Discovery, FX, ESPN, A∓E, AMC, History and Spike in New York, Los Angeles and San Francisco from May - June, complemented by digital advertising on Hulu, YouTube, Thrillist and UrbanDaddy. A longer 1-minute version of the TV spot was released on the Sapporo website and YouTube today.