KBE Drinks announces arrival of Sapporo Premium Beer

KBE Drinks has introduced Sapporo Premium Beer (5% abv) in 650ml cans.

The launch follows the signing of a three-year distribution agreement with Japanese giant Sapporo Breweries for its packaged products.

Shaun Goode, chief operating officer of KBE Drinks, comments: “We are so thrilled to confirm the addition of Sapporo Premium Beer to our growing portfolio of beer, cider and spirit brands.

“Consumers are increasingly looking for more sophisticated and aspirational brands that not only taste great, but also have a strong heritage. Sapporo definitely fits this profile, proven by the fact its grown by 19% (Nielsen) in the last year, so we’d advise retailers to stock up and enjoy the sales.”

Satoru Morita, general manager of Sapporo Europe BV, adds: “Whilst Sapporo has been hugely successful in the Japanese food occasion and is stocked in many of the UK’s finest Japanese restaurants, we are keen to see it expand further into the UK off-trade where we think consumers will love its distinctively crisp taste. In KBE Drinks, we believe we have found the perfect distributer to unlock this opportunity.”