Sapporo is launching a new national marketing campaign which will celebrate the premium beer’s creator Seibei Nakagawa and the brewery’s origins through stylish manga imagery.
The Japanese manga artwork in the campaign, which launches in Australia next month, is a nod to Japan’s culture and Sapporo’s standing as the country’s oldest beer brand.
Sapporo is brewed under licence and distributed in Australia by Coopers Brewery and Brand Manager, Chris Levey said: “The Sapporo origin is legendary in Japan; an inspiring story that changed Japanese beer for years to come.
“Sapporo is admired across the globe for its deeply rooted heritage and its impact on Japanese beer culture.
“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.
“Sapporo is the fastest growing top 15 premium international lager in Australia by volume and value.
“Sapporo’s sales history in Australia has shown that consumers long to discover authentic brands and experiences.
“Our nationwide campaign features unmissable outdoor media advertising, exciting digital partnerships, new retail promotions and refreshed point of sale collateral,” he said.
The campaign depicts Nakagawa’s journey to creating Sapporo after he illegally left Japan in 1865, a time when Japanese citizens were forbidden from leaving the country.
After seven years exploring Europe, he eventually made his way to Germany and landed a job at the Berlin Beer Brewing Company. It’s here where he discovered a true passion for brewing and became a certified brewmaster.
Around the time Nakagawa returned to Japan, plans were already underway to build Japan’s first brewery. Given his recently acquired expertise, Nakagawa was hired as the brewery’s chief engineer and in 1876, in Japan’s far northern city of Sapporo, the beer bearing its city’s namesake was born.
The campaign follows a recent packaging refresh, visually aligning all packaging with Sapporo’s iconic 650ml silver can to drive greater recognition across the Sapporo range.
“We’re gearing up for a busy summer and this campaign is sure to have Sapporo top of mind for consumers around the country,” said Levey.