Sapporo revisits its roots with manga-inspired campaign - Inside FMCG

Sapporo revisits its roots with manga-inspired campaign

Sapporo is sharing the brand’s history through a manga-inspired marketing campaign scheduled to launch in Australia next month.

The campaign features Sapporo’s story, shared by its creator Seibei Nakagawa through Japanese manga artwork.

Japan’s oldest beer brand was founded in the late 1800s. Seibei Nakagawa devised a plan to sneak aboard a merchant ship bound for England in 1865 in search of adventure. After seven years in Europe, he was employed by the Berlin Beer Brewing Company, where he found his true passion for brewing beer. In 1876 he became master brewer of the first Japanese brewery in Hokkaido, from which today’s Sapporo Bier AG. 

“Sapporo is admired across the globe for its deeply rooted heritage and its impact on Japanese beer culture,” said Chris Levey, brand manager at Sapporo.

“Australian drinkers have a strong thirst for Japanese beers and Sapporo continues to deliver high-performing sales for trade retailers in bottle shops and pubs across the country.”

According to Levey, Sapporo is the fastest-growing top 15 premium international lager in Australia by volume and value.

Sapporo is brewed under licence and distributed in Australia by Coopers Brewery.

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