Sapporo, a highly recognizable name in the lager world, is proud to announce the introduction of a brand new beer, the company’s first new product in twelve years. The newbie in the Sapporo lineup is Sapporo Premium Black, a bolder, more distinctive beer that should help Sapporo compete with American craft beers.
Louis Orui, President of Sapporo U.S.A., says the introduction of Sapporo Premium Black should help attract new consumers and alter his company’s reputation in a positive way.
“We’ve always believed Sapporo to be versatile, and so we called upon our longstanding commitment to quality craftsmanship and advanced brewing processes to produce a dark lager that breaks the mold of how consumers see our brand,” said Orui. “The addition of Sapporo Premium Black further diversifies our portfolio of beers and encourages existing Sapporo fans to move beyond the perception that we are strictly a brewer of fine lighter lagers.”
Sapporo Premium Black is a complex beer with a nose of chocolate and roasted dark malt. Its flavor profile has been described as generally sweet, but not overly so, with an emphasis on the taste of roasted black coffee. The flavor profile of Sapporo Premium Black makes the beer a great choice for sipping and enjoying by itself, or for pairing with foods like roasted or blackened meats, smoked sausage, seafood, and chocolatey and/or nutty desserts.
Sapporo Premium Black contains 5% alcohol by volume and comes in the familiar 22 oz. Sapporo steel can with its own unique design. The brand will officially launch on September 1, 2016 and will be sold in places where Sapporo is presently offered. For more information on this new brand or other Sapporo products, visit www.sapporobeer.com.
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