Lager.Net

In 1869, the new Meiji government set about developing Hokkaido, establishing a Kaitakushi (the national government Hokkaido Development Commission). Thereafter, over more than a decade until the post was abolished, many businesses were developed on this northern Japanese island. One of them was the brewing of beer. In June 1876, Seibei Nakagawa, who had recently returned from Germany where he studied the art of beer making, was chosen as brewmaster to oversee construction of a beer factory. That September, the Kaitakushi Brewery was completed. The following year, Sapporo Lager was born, prominently displaying the Pioneers' symbol, the North Star.

To answer strong calls from beer lovers for a beer hall quality draft that they could enjoy at home, our beer technicians put in many hours of research to come up with technology that allowed draft beer to be bottled in its freshly brewed state. In 1977, this work culminated with the launch of Sapporo [Bottled Draft Beer]. The high level of acceptance this brew received is underscored by the coining of a new word at the time, which was inspired by Sapporo [Bottled Draft Beer]. Subsequently, the beloved signature black label that graced the bottle was adopted as the name for a new product, Black Label. Today, Black Label enjoys the same popularity as it did when it was first born.

Continuing the pioneering spirit that gave rise to the Kaitakushi Brewery 126 years ago, today we remain focused on developing new products. Hokkaido Namashibori, which was launched onto the rapidly growing Happo-shu market in 2001, has won the support of many fans for its unparalleled effervescence and refreshing taste. In 2002, we brought to market Sapporo Super Clear, a beer-flavored sparkling beverage with an alcohol content of about 0.5%. And, continuing to propose value that precisely targets customer needs, in 2003 we started selling Hokkaido Namashibori Half & Herb, a Happo-shu with 50% the calories of other Happo-shu.