The history of beer making dates as far back as the history of early agriculture. One of the world's most ancient civilizations, the Sumer, detailed on a clay board the specifics of producing beer. Therefore, people were already drinking and enjoying beer as far back as 300 BC. As time ebbed through the Middle Ages and into the Modern Age, beer-related production processes and manufacturing innovations evolved significantly. By the middle of the 19th Century, beer mass production methods had come of age. In Japan, we had our first taste of beer during the Edo Period, in the Holland Merchant House. One can only wonder who the first Japanese person was who tasted the Holland brew, and what (s)he thought of the drink? Subsequently, with the arrival of the Meiji Restoration, beer production in Japan commenced in earnest.
During the early Meiji Period, wild hops were discovered on Hokkaido by pioneers who had been sent to the island in an effort to develop industry. It was decided that beer would be brewed in Sapporo. Seibei Nakagawa, who had recently returned from Germany having earned a Beer Brewery Engineering License, was chosen to oversee the construction of a beer factory, in August, 1875. One year later, on September 23, 1876, the first authentic Bavarian-style beer factory, Pioneers Brewery, was opened in Japan. The beer, Sapporo Cold Beer, was born under Pioneers' symbol, the North Star.Establishment of Sapporo Beer Company
In 1886, the Sapporo Brewery Factory was sold to a private trading company, named, the Okura Trading Company (Kihachiro Okura). One year later, a group of entrepreneurs led by Eiichi Shibusawa and Kihachiro Okura bought the factory from the Okura Trading Company, and created the Sapporo Beer Company. This inaugurated one of the most notable eras in the history of Japanese beer brewing: in 1887, the Japan Beer Brewery Company (now named Nihon Beer Co., Ltd.) was established, and began selling Yebisu Beer; in 1888, the Japan Brewery introduced Kirin Beer; and, in 1889, the Osaka Beer Company (now Asahi Beer) was chartered, and began producing Asahi Beer.
Establishment of Dainihon Beer Ltd.
When the four companies, Sapporo, Japan, Osaka, and Japan Brewery each had relatively equivalent funding and beer production capacity, sales competition was fierce. Moreover, after Japan prevailed in the Russian-Japan war, competition became even more heated and ferocious. As a result, in 1906, Sapporo, Japan and Osaka breweries merged and became, Dainihon Beer Ltd. Throughout the Taisho period, and into the Showa period, the number of beer lovers in Japan grew substantially, with beer production increasing correspondingly. Dainihon Beer Ltd. thus grew into a highly profitable company, claiming a robust 70% market share.
Division of Dainihon Beer Company and Revival of "Sapporo Beer"
Following the conclusion of World War II, in 1949, it was common policy to avoid excessive economic concentration, and the Dainihon Beer Company was divided into the Nihon Breweries, Ltd. and the Asahi Breweries, Ltd. Although the Nihon Breweries, Ltd. was the rightful successor to "Sapporo Beer" and "Yebisu Beer", the company restarted its business introducing a new brand name, "Nippon Beer." Notwithstanding, beer lovers clamored for "Sapporo Beer," Japan's oldest beer. While corporate silence was customary during post-war reconstruction, in 1956, silence finally ended, and "Sapporo Beer" was revived in Hokkaido. In 1957, it was distributed extensively throughout Japan. In January, 1964, Nihon Breweries, Ltd. changed its name to "Sapporo Breweries, Ltd."
Rapid Development of Sapporo Beer
In 1967, in order to expose more people to the superior taste of "Sapporo Beer," Sapporo Breweries, Ltd. instituted its blindfolded advertising test: "Blindfolded, choose the best tasting beer !" This advertisement straightforwardly highlighted Sapporo Beer's unsurpassed quality and taste. In 1971, a premium 100% Barley Beer (Yebisu Beer), devoid of any sub-ingredients (e.g., corn starch), was once again introduced into the marketplace. Since then, Sapporo has been a mainstay amongst beer lovers.
The Birth of Long-Seller, Sapporo Bottled Draft Beer
In 1977, Sapporo [Bottled Draft Beer] with the Black Label on the bottle, was created from a technique utilizing a ceramic filtration system originated by Sapporo. This product initiated the authentic Draft Beer era, and it is still widely patronized by the public. However, in order to respond to consumers' expanding needs and tastes, Sapporo, successfully constructed new factories: in 1961, in Osaka; in 1971, in Sendai; and, in 1980, in Shizuoka. In 1988, the company closed its factory in Ebisu, which for a century had been part of Japan's beer industry. Utilizing the best of Sapporo's brewing techniques, the company established a Chiba factory. Finally, in June, 1989, a factory was constructed at the birth place of Sapporo, in Eniwa, Hokkaido.
Sapporo Pursuing the Taste of Draft Beer
In order to retain our leadership role in the beer industry, Sapporo, the pioneer of draft beer production, continues to improve upon its existing stock. By aggressively developing new products and concepts, Sapporo continues to satiate the needs of beer drinkers.
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