Carlsberg Britvic is now brewing and distributing Sapporo Premium Beer in the UK after being appointed as the brand’s full licence partner.
The agreement, which covers both retail and hospitality and includes marketing activity, follows Carlsberg Britvic’s distribution of Sapporo across the on-trade for 18 months.
Carlsberg Britvic said the agreement would help it tap into the world beer segment.
Sapporo Premium Beer isfreshing and balanced beer with subtle grassy hop notes and a distinctive Japanese taste.
Dharmesh Rana, Brand Director – Premium Brands at Carlsberg Britvic, said: “As shoppers look to trade up, we’re seeing clear momentum in premium world beers. While Japanese cuisine continues to gain popularity, consumers have fewer opportunities to discover authentic premium Japanese beers. Sapporo is helping meet the growing consumer demand, bringing a premium Japanese beer experience to more consumers.”
