#Japan #Tokyo #Sapporo Beer #YEBISU BREWERY #Limited Beer

A Special Release: YEBISU∞ (Infinity) First Brew

On February 25, 2026, Sapporo Breweries will unveil a special edition beer, YEBISU∞ (Infinity) First Brew, exclusively available at YEBISU BREWERY TOKYO and Life Central Square Ebisu Garden Place. This coincides with the birthday of YEBISU beer, marking a momentous occasion.

The Origin

Over a century ago, Hatsu-ni, the ceremonial first shipment of YEBISU beer, involved employees dressed in traditional jackets parading alongside a cow loaded with beer along the Shibuya River—an iconic sight in the New Year’s celebrations of Ebisu. In an effort to revive this local tradition, Sapporo Breweries collaborated with the Ebisu community to produce a modern version of this custom at YEBISU BREWERY TOKYO, while also commemorating the birth of YEBISU beer.

By releasing YEBISU∞ (Infinity), the brewery invites beer enthusiasts to enjoy a taste that reflects the brand's rich heritage.

Product Details

• - Product Name: YEBISU∞ (Infinity) First Brew
• - Packaging: 330ml bottle
• - Release Date & Location: February 25, 2026, available exclusively at YEBISU BREWERY TOKYO's retail section (for takeout only) and Life Central Square Ebisu Garden Place.
• - Suggested Retail Price: ¥1,300 (including tax)

A Distinct Experience

The phrase 'Beer is ∞.' embodies the endless possibilities of beer. The inspiration for this release comes from the historical event of Hatsu-ni, performed over a century ago. YEBISU∞ (Infinity) aims to deliver an authentic taste that echoes the YEBISU legacy while celebrating the New Year in contemporary form.

Brewer's Insight

Ryota Arimura, the Chief Experience Brewer for YEBISU, expresses that the goal of YEBISU∞ First Brew is to encapsulate the essence of YEBISU beer’s history and culture. Drawing inspiration from the original Hatsu-ni, the brew reflects both tradition and innovation. The current release is packaged in bottles, allowing drinkers to savor the full-bodied flavors and sophisticated aroma characteristic of YEBISU products.

Brewer Profile

Ryota Arimura joined Sapporo Breweries in 2012 and has since been instrumental in various aspects of brewing, including research on yeast. After studying in Germany and earning the title of Brewmaster, he returned to Japan to focus on product development and beer brewing at YEBISU BREWERY TOKYO.

About YEBISU BREWERY TOKYO

Opened in April 2024, YEBISU BREWERY TOKYO serves as both a brewing facility and a cultural hub where visitors can engage with the roots of YEBISU beer. The venue comprises a museum dedicated to beer history, a modern brewery producing current brews, and a taproom where patrons can enjoy exclusive versions of YEBISU beers. This destination stands as a testament to the 135-year legacy of the YEBISU brand, showcasing its unique story and character.

For more information, visit the official YEBISU brand website.