Carlsberg Britvic, the UK soft drinks and beer producer, has announced that it will brew and distribute Japan’s Sapporo premium beer as the brand’s full licence partner in the UK from 1st August.
Following an 18-month distribution period across the on-trade, the agreement will see Carlsberg Britvic oversee the on-trade and off-trade channels nationwide, as well as all brewing and marketing activities. The company aims to accelerate the brand’s growth by tapping into the growing world beer segment and consumer appetite for Japanese culture, noting that the UK Japanese restaurant sector alone is valued at £1.6 billion ($2.1 billion).
Commenting on the agreement, Dharmesh Rana, Brand Director – Premium Brands at Carlsberg Britvic, said: “We are really excited to be adding Sapporo to our portfolio, a brand that is rich in history and brewing heritage like ourselves. […] As shoppers look to trade up, we’re seeing clear momentum in premium world beers. […] Sapporo is helping meet the growing consumer demand, bringing a premium Japanese beer experience to more consumers”.
Source: Carlsberg Britvic
