Celebrating 10 Years of Beer Surprise with New Flavor: Sapporo Beer Surprise Blissful Aroma

New Product Announcement: Sapporo Beer Surprise Blissful Aroma

In celebration of its 10th anniversary, the popular beer series Beer Surprise will launch a new limited-edition flavor, Sapporo Beer Surprise Blissful Aroma, on March 17, 2026. This special release will be available at approximately 15,800 FamilyMart stores across Japan.

Sapporo Breweries and FamilyMart have collaborated to create a beer that captures the essence of spring, featuring a crisp, refreshing aroma. By utilizing two types of aromatic hops and employing a sub-zero aging method, the new beer aims to offer an exquisitely fragrant and enjoyable taste ideal for warm weather.

A Look Back at Beer Surprise

The Beer Surprise series is renowned for its unique approach to brewing, which accentuates one of the four key components of beer: aroma, richness, bitterness, and sharpness. This year's release, being the 18th installment, highlights aroma as its focal point. Over the past decade, Beer Surprise has gained immense popularity among consumers, becoming a standout offering exclusively available at FamilyMart.

To commemorate this milestone, the packaging of Blissful Aroma reflects the duality of its flavor profile, showcasing the two types of hops in shades of green. This visual presentation symbolizes the refreshing experience that awaits consumers as they enjoy this new beer under the pleasant spring sun.

Product Details

- Product Name: Sapporo Beer Surprise Blissful Aroma
- Price: 350ml can priced at 216 yen (incl. tax: 237 yen), 500ml can at 283 yen (incl. tax: 311 yen)
- Release Date: March 17, 2026
- Availability: Limited edition available at approximately 15,800 FamilyMart alcohol retailing stores nationwide
- Description: A beer enriched with vibrant aromatic hops and crafted using a sub-zero aging method to deliver a delightful and refreshing flavor.

Please note that product availability may vary by region, and not all stores will carry the new release. Pricing and launch dates may also differ.

FamilyMart's Vision

FamilyMart is committed to being a neighborhood staple under the slogan, “With you, Convenience, FamilyMart.” As the company prepares to mark its 45th anniversary in September 2026, it continues to strive towards being an indispensable part of the community. The upcoming launch of Beer Surprise Blissful Aroma aligns with the company's goal to deliver the best service and products for its customers, aiming to create