An increasing number of Japanese businesses are making English their official in-house tongue in specialized departments but not across the board as in the past.
Mar 16, 2021
Sapporo Holdings Ltd. is planning to set up a brewery in the U.S. by the end of 2024, as the top-selling Japanese beer in the American market seeks to expand its market share and cut costs. I would like to have a production base on the West Coast,” Hiroyuki Nose, Sapporo Breweries’ vice president of marketing, said in an interview. We make and import most of it from Canada and there are logistical costs. This is a challenge for us.”
The Tokyo-based beverage maker hasn’t been able to scale up beer brewing in North America its largest overseas market, according to Nose, who’s set to become president of alcoholic drinks business Sapporo Breweries at the end of March. Sapporo may also look at acquiring a brewery or expanding its contract manufacturing in the U.S. as part of the efforts, he said, declining to share more details such as investment or the brewing capacity being planned.
Sapporo Holdings Ltd is planning to set up a brewery in the US by the end of 2024, as the top-selling Japanese beer in the US market seeks to expand its market share and cut costs.
“I would like to have a production base on the west coast,” Hiroyuki Nose, Sapporo Breweries’ vice president of marketing, said in an interview. “We make and import most of it from Canada and there are logistical costs. This is a challenge for us.”
The Tokyo-based beverage maker has not been able to scale up beer brewing in North America its largest overseas market,
New Japanese lagar beer to hit shelves despite misspelling
A new Japanese beer will hit the shelves next month despite a misspelling on its logo as lagar, its maker Sapporo Breweries Ltd. has said, after the error set social media abuzz and drew consumer support.
Many consumers shrugged off the major brewer s logo mistake on the limited-edition cans instead of having printed the correct lager.
Supplied photo shows Sapporo Breweries new beer with the word lager misspelled as lagar in center-left of its logo. (Kyodo)
Who cares? It s too good to throw away, one tweeted, while another, in a Twitter post, suggested, Why not sell it as a super limited misspelled edition?