CreatripTeam

In Tokyo’s Ginza station, Sapporo Beer runs a premium standing bar called Sapporo Black Label “The Bar,” where customers are allowed just two beers per person each day to emphasize savoring each glass. Launched in 2019, the concept ties to Sapporo’s long-running “adult” branding—celebrating the idea of a refined, experienced adult—expressed through advertising campaigns featuring notable figures. The bar’s staff follow strict rituals: kegs and glassware are cleaned daily, glasses are chilled to 2–6°C and used only once, and skilled pourers preserve foam and “angel rings” so each sip stays fresh. The craftsmanship connects to Sapporo’s history as Japan’s oldest domestic brewery (founded 1876) and its legacy preserved at the reopened Ebisu Brewery Tokyo (エビス ブルワリー 도쿄) and museum. While “The Bar” currently operates only in Tokyo, Sapporo opened a temporary premium stand in Seoul’s Seongsu-dong, Korea, last July, bringing a taste of that “adult beer” experience to Korean customers.