Asia Brewers Network

Japan’s Yebisu Heads Down Under

20th November 2021
Fermentis

Yebisu, one of Japan’s oldest beer brands, has launched in the Australian market.

Sapporo, who own the Yebisu brand, has launched the premium Japanese beer through an exclusive in-market partnership they have with Coopers, Australia’s largest independently-owned brewery.

First brewed in Tokyo in 1890 by the Japan Beer Brewery Company to replicate the German Dortmunder Export beer style to Tokyo’s drinkers, it swiftly went on to win international accolades: a gold medal at the Paris Expo in 1900 and the grand prize at the Louisiana Purchase Expo in 1904.

While the Japan Beer Brewery company went on to merge with Sapporo and Asahi to form the Dai-Nippon Beer Company, the beer was not brewed in the post-war period.

Sapporo resurrected the brand in 1971 and it has subsequently been positioned as the Japan beer giant’s premium beer offering.

In Australia, the launch of Yebisu cements the commercially successful partnership between Sapporo and Coopers which has enabled the latter to brew and distribute the former’s beer brands in Australia and New Zealand since 2011.

“Yebisu is a symbol of Japan’s unwavering commitment to quality and craft, meeting the intersection of Australian drinkers’ desire for exploration and discovery and their attraction to true originals and authenticity.” shared Yebisu brand manager with Coopers Chris Levey.

“We expect the introduction of Yebisu will drive further interest in the Japanese beer segment, appealing to a broad range of discerning beer drinkers seeking discovery, quality and authenticity, and a richer, more rewarding flavour experience.”

Yebisu’s distribution is currently limited to a range of multi-store liquor retailers but Coopers intends to expand into more off-trade and on-trade sales channels in the coming months.

Article by:

Oliver Woods

Oliver Woods

Founder

Beer Asia

Oliver is a marketing strategist by trade and a craft beer enthusiast by choice. He is the co-founder of Kakilang Brewing Company, a nomadic nano-brewery and lives, works and drinks in Saigon (Ho Chi Minh City), Vietnam.

Share this article