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Sapporo brings back Manga-inspired campaign as sales surge

Sapporo has relaunched the Manga campaign after sales increased 10 per cent in the 12 months to August 2021.

Following the success of last year’s Refined By Rebellion initiative, manga artwork will appear again in digital and outdoor advertising campaigns. Sapporo also said that it is focusing on outdoor promotional activities as well as digital and social media this year to spread the brand origin story as the ‘First Beer of Japan’.

The company has offered Australian beer lovers limited-edition cartons which can be found in BWS and Dan Murphy’s stores across the country.

“Following the success of last year’s campaign, we wanted to help shoppers connect the dots in store, so we’re delighted to be able to bring our story to life with our limited-edition manga carton, exclusive to BWS and Dan Murphy’s stores nationwide,” said Chris Levey, Sapporo brand manager.

“The new carton, offering 24 x 355ml bottles, looks great and really stands out in-store, putting our origin story as the First Beer of Japan at the forefront of our communications.”

Realizing the opportunity to grow in the Australian market, the company aims to meet the demand of beer drinkers and provide them with a premium and quality product. Additionally, Sapporo introduced a new format for a pack of 4 500ml cans in all First Choice Liquor stores and selected Liquorland stores nationwide.

“Discovery beers favour smaller formats, so with strong sales momentum and increasing consumer interest in the brand, we’re excited to see how this new ‘discovery pack’ can help drive trial with Premium Beer Drinkers across Australia,” Levey added.

“More Australians are drinking Sapporo Premium Beer than ever before and we’re finding ways to deliver the First Beer of Japan in formats that suit all occasions.”

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