From 1 August Carlsberg Britvic will brew and distribute Japan’s Sapporo Premium Beer.
Following a successful 18 months of distribution across the on-trade, Carlsberg Britvic has been appointed as the brand’s full license partner, overseeing the on-trade and off-trade channels nationwide, as well as all brewing and marketing activities.
Consumers have clear appetite for Japanese culture, with the UK Japanese restaurant sector valued at £1.6 bn in the UK alone [IBIS World | Japanese & Sushi Restaurants in the UK – Market Research Report (2015-2030)]. Carlsberg Britvic aims to accelerate Sapporo’s growth, tapping into the growing world beer segment.
Dharmesh Rana, Brand Director – Premium Brands at Carlsberg Britvic, says: “We are really excited to be adding Sapporo to our portfolio, a brand that is rich in history and brewing heritage like ourselves. Dating back to 1876, Sapporo is the epitome of Japanese precision and craftmanship, and we can’t wait to start telling the brand’s story to our customers and consumers.
“As shoppers look to trade up, we’re seeing clear momentum in premium world beers. While Japanese cuisine continues to gain popularity [Mintel | Attitudes Towards World Cuisines – UK | 31 July 2025], 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.
With Sapporo’s prestigious heritage, we’re looking forward to moving forward as the brand’s license partner and supporting its growth.”
