Sapporo enters the ready-to-drink hard seltzer market with “Water Sour”

Sapporo Beer Ltd., a group company of Sapporo Holdings, Inc., is launching WATER SOUR, its first ready-to-drink hard seltzer product tomorrow, August 24th, 2021.

As of August 23rd, Sapporo has already shipped more than 310,000 cases, or approximately 40% of its annual sales plan for 2021, and a 50% increase over its original sales plan for this month, indicating the positive reaction the product has already received in the pre-launch phase.

The term "sour," in this case, refers to a "cocktail sour," a type of mixed drink usually featuring citrus flavors.

WATER SOUR can be enjoyed casually since it has no sugar and only 3% alcohol. Sapporo Beer developed the product to create a distinct new alcoholic beverage, distinct from existing RTDs in the Japanese market, and matching the lifestyles and taste preferences of young people in their 20s and 30s. With WATER SOUR, Sapporo proposes a new casual drinking experience offering refreshment and a great break from work or other activities.

In the pre-launch introduction of the product, many retailers commented that they had high expectations for this product as a "Japanese version of hard seltzer" which is popular abroad. Many of them found WATER SOUR "refreshing and delicious."

Sapporo Beer is determined to contribute to the further revitalization of the RTD market by responding to the changing needs of young people.