#Japan #Tokyo #Sapporo Beer #Satoshi Tsumabuki #THE PERFECT

The Perfect Black Label Wagon Event

On April 9, 2025, Sapporo Beer Co., Ltd. launched a nationwide brand experience event titled "THE PERFECT 黑啤酒 WAGON", beginning in Tokyo and traveling to 13 locations across Japan. The opening ceremony took place at Roppongi Hills Arena, marking a significant expansion from the previous year. The event saw a notable presence from Tsumabuki Satoshi, a popular actor and long-time commercial figure for Sapporo's Black Label Beer.

Event Overview

The opening featured a presentation by Toshifumi Nagai, the head of the Beer & RTD Division at Sapporo Beer. He spoke about the increasing sales trends of the Sapporo Black Label Beer and detailed the event's scope. Following this, Tsumabuki captivated the audience with his insights on the evolving brand experience and shared memorable moments from the TV commercial series, "Adult Elevator". Tsumabuki also performed the ceremonial first beer pour at the event, showcasing Sapporo's unique flavors, available at pop-up shops accompanying the tour.

Nationwide Tour Launch

The "THE PERFECT 黑啤酒 WAGON" event aims to engage even more fans than before. Tsumabuki expressed his excitement, saying, “It makes me really happy to know that people in various regions can enjoy the Sapporo Black Label. The creamy beer served from the dedicated tap is truly exceptional.” This exclusive experience includes a pop-up store for "CLUB黑啤酒", Sapporo's online shopping site.

The entrance of the venue featured a creatively designed Adult Elevator Gate, a playful nod to the TV commercials, where guests could press the button corresponding to their age, starting their brand experience in style. Tsumabuki noted how “the age confirmation via the elevator button is quite stylish. I hope everyone gets to experience it!”

Sales Trends and Brand Strategy for 2025

As the event unfolded, Nagai shared that Sapporo Black Label's sales have nearly doubled since the "THE PERFECT 黑啤酒" initiative began in 2014. The company plans to continue fostering connections with customers through memorable experiences while further strengthening their advertising campaigns. This dual approach highlights their commitment to delivering exceptional taste and a distinct brand environment. Nagai commented, “We aim for our customers to truly enjoy this evolved brand experience.”

Insights from Tsumabuki on Fellow Actor Makoto Hasebe's Words

Reflecting on his work with fellow actor Makoto Hasebe, Tsumabuki recounted an impactful moment discussing adult themes during filming. He quoted Hasebe’s observation that “only experienced adults possess true potential.” Tsumabuki resonated with this, realizing that the right to pursue challenges and opportunities transcends age, making it a valuable lesson he took away from their discussions.

A Memorable First Pour

In a special segment of the event, Tsumabuki served the first beer from the WAGON as part of the ceremonial start. When asked how he felt, he amusingly replied, “I’m the most nervous I’ve ever been!” Despite his initial jitters, he executed a perfect pour. The brand manager, Mariko Kuroyanagi, praised Tsumabuki’s skills, remarking, “The foam ratio is perfect. It tasted creamier and better than before!” Tsumabuki himself commented on the beer’s quality, emphasizing its incredible flavor and unforgettable creaminess.

Event Details

• - Date: April 9, 2025, from 11:30 AM to 1:00 PM
• - Venue: Roppongi Hills Arena, Tokyo
• - Participants: Toshifumi Nagai (Sapporo Beer Co. Marketing Division Head), Mariko Kuroyanagi (Brand Manager), Satoshi Tsumabuki (Guest)
• - Activities: Opening remarks, discussion on sales trends and brand strategy for 2025, talk session, first pour, photo session, and tasting for the media.

About Satoshi Tsumabuki

Born in 1980 in Fukuoka, Tsumabuki has graced the silver screen since his breakout role in "Water Boys" (2001) and has won numerous awards, including the Academy Prize for Best Actor for his role in "Akunin" (2010). His career continues to flourish, with more projects on the horizon, including a lead role in a TV Tokyo special drama set to air in 2024.

This engaging experience will travel to numerous cities, allowing fans to savor Sapporo Black Label Beer and join in on the interactive activities. It highlights the commitment of Sapporo Beer to enrich consumer experiences and foster a deeper connection with the brand.

Event Schedule

The Perfect Black Label Wagon will run until August 24, 2025, stopping at cities such as Omiya, Nagoya, Hiroshima, Sapporo, Hamamatsu, Kanazawa, Niigata, Sendai, Fukuoka, Oita, Kyoto, and Kobe. Special offerings will be available at each location, enhancing the overall tasting experience for attendees.