Sapporo Premium Beer has relaunched its Manga-inspired packaging, part of its Refined by Rebellion marketing campaign, following its successful initial launch in 2020, with this year’s campaign once again featuring both a digital and outdoor advertising campaign.

The campaign has also been expanded to feature on limited-edition cartons, which are now available in BWS and Dan Murphy’s stores nationwide.

“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.”

Off the back of Sapporo’s success in Australia, the brand has also just launched a 4-pack 500ml can format in all First Choice Liquor stores and selected Liquorland stores across the country.

“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 said. 

“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.

“Consumers long to discover authentic brands and we expect Sapporo Premium Beer will be top of mind for Australians seeking new and more rewarding International Beer experiences this summer.”

On top of the relaunch, Sapporo also experienced double digit sales growth in Australia, with ex-brewery sales up 10 per cent in the 12 months to August 2021.

“Sapporo continues to see strong growth across Australia, meeting Premium Beer drinkers increasing desire for brands with authenticity and heritage, and offering them a choice against the mainstream,” said Levey.

“Japanese beer continues to grow in popularity with Australian drinkers and Sapporo is one of the fastest growing premium international beer brands in the country. 

“Sapporo continues to deliver high performing sales and trade retailers in bottle shops and pubs across the country.”

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