UK: Specialist Brand Development signs exclusive deal to import Japanese brand Sapporo to the island

Beer importer Specialist Brand Development has signed an exclusive deal to bring Japanese brand Sapporo to the UK, The Morning Advertiser published April 19.

Sapporo is already available in a number of Oriental restaurants, but the new deal is intended to give it a much wider presence. Two beers will be launched under the agreement: Sapporo Premium Lager and Yebisu.

Sapporo is made at the oldest brewery in Japan, from where it takes its name, founded in Hokkaido in 1876. "Our research shows that the Sapporo brand is already well known by many British consumers and is often linked with the iconic silver can that was first imported into UK during the 1980s”, Adin Wener, sales director for Specialist Brand Development, said.

"Sapporo and Yebisu have a long history and tradition and they are valuable additions to our expanding world beer portfolio. "We will be developing the packaged beers on a national basis, but we will also trial the Sapporo on draught in some selected accounts."