Sapporo Breweries Unveils New Brand Experience Space in Ginza

A New Era for Beers in Ginza

In October, Sapporo Breweries, a subsidiary of Sapporo Holdings Co., is set to inaugurate an exciting brand experience center in the Ginza Lion Building located in the Ginza 7-chome district of Tokyo. This new venue will be home to the renowned "Sapporo Black Label" and "Yebisu" brands, with the aim of enhancing customer connections through real-life interactions and thrilling experiences centered around beer.

A Return to Ginza's Beer Roots

The history of beer halls in Ginza began back in 1899, with the establishment of Japan's first beer hall, the "Yebisu Beer Hall" in Ginza 8-chome. The Ginza Lion Building, opened in 1934, has stood as a cultural and experiential landmark in the area, hosting a variety of eating establishments and celebrating the rich history of beer in Japan. The new experience center will not only spotlight these esteemed brands but also rejuvenate the Ginza Lion Building into a modern hub for beer enthusiasts.

The Concepts Behind the Experience

The new space dedicated to Sapporo Black Label will be named BEER AJITO, designed as a sanctuary where adults can enjoy their beer authentically. This venue aims to engage the five senses and will present a variety of glasses and diverse pouring methods to highlight the individual character of each beer. The atmosphere is crafted to enhance moments of camaraderie among adults.

Meanwhile, the Yebisu experience center, yet to be named, promises to redefine the premium beer hall experience. It will weave the cultural legacy of Yebisu, which pioneered the beer hall movement in Japan, into an urban oasis where visitors can relish distinct flavors and pair them with expertly crafted gourmet dishes.

In a world where fleeting moments often take precedence, these new establishments will offer patrons a chance to engage deeply with the symbols of Japanese beer culture, inspiring them to create their own stories while savoring exceptional products.

A New Chapter for Ginza Lion Building

The Ginza Lion Building has sat at the heart of Tokyo's shared dining and cultural experiences since its inception. The first three floors accommodate the historical Beer Hall Lion, the Beer Restaurant Lion, and the Japanese-style Beer Hall Masumasu, establishing a rich tapestry of beer traditions. With the opening of the new experience centers on the fourth and fifth floors, the Ginza Lion Building is expected to reinvent itself, proving to be a vital part of this evolving beer culture.

The Legacy of Sapporo Black Label

Launched in 1977, Sapporo Black Label paved the way for the modern beer era in Japan, challenging the dominance of heat-processed beers and making fresh, delicious beer a staple. Characterized by a perfect balance of malt flavor and refreshing aftertaste, it is developed to cater to the refined tastes of devoted beer aficionados. "Adult's☆Nama" and "Don't just blend in, be a star!" become the slogans through which Sapporo Black Label aims to let customers express their individuality.

The Refined Taste of Yebisu Beer

Since its establishment in 1890, Yebisu Beer has remained dedicated to providing authentic flavors inspired by German brewing techniques. Utilizing 100% malt, Yebisu yeast, and premium Bavarian hops, it is uniquely long-aged to ensure a rich body and flavor. Set for a revival in 2025, Yebisu will introduce a refined malt mix, creating an even deeper and more luxurious taste experience.

Anticipation in the Air

As Sapporo Breweries gears up for this landmark opening, patrons are encouraged to stay tuned for more updates as details unfold regarding special offerings and events. The anticipation is building, and the rich tapestry of beer culture in Ginza is about to unfold into an exciting new chapter!