Carlsberg Britvic to brew and distribute Sapporo in the UK
Carlsberg Britvic is to take on responsibility for brewing, marketing and distributing Sapporo Premium Beer in the UK, following an 18-month period distributing the Japanese brand in the on-trade.
The move follows a strategic joint venture between Carlsberg Group and Sapporo Breweries, with Carlsberg Britvic becoming Sapporo’s full licence partner in the UK.
Under the new arrangement, Carlsberg Britvic will manage the brand across both the on-trade and off-trade, alongside brewing and marketing activity.
Sapporo Premium Beer is described as a balanced lager with subtle grassy hop notes and a distinctive Japanese character. The beer dates back to 1876, when Sapporo Brewery was established in Japan.
The company says the expanded partnership will support further development of Sapporo in the UK, building on its existing presence in the on-trade and the continuing interest in Japanese food and culture.
Dharmesh Rana, Brand Director – Premium Brands at Carlsberg Britvic, said: “We are really excited to be adding Sapporo to our portfolio, a brand that is rich in history and brewing heritage like ourselves. Dating back to 1876, Sapporo is the epitome of Japanese precision and craftsmanship, and we can’t wait to start telling the brand’s story to our customers and consumers.”
Sapporo Premium Beer will form part of Carlsberg Britvic’s premium beer portfolio in the UK.
