FOR IMMEDIATE RELEASE October 27, 2023 Sapporo Announces Partnership with Renowned Artist Tokyo Hiro

First-Ever Sapporo Premium limited-edition artist collaboration six-pack cans to release in January 2024

ESCONDIDO, CA  (October 27, 2023) – Sapporo U.S.A. announces its partnership with renowned artist Tokyo Hiro as the brand prepares to launch its new six-pack can and first-ever limited-edition artist collaboration package. Tokyo Hiro is best known for his tattoo artistry and has designed album covers, merch and more for professional athletes, bands and brands like Bad Religion, The Offspring, Mötley Crüe, Motörhead, Fender, Addidas, Hurley and more. Joined by their Japanese heritage and passion for artistry, Sapporo will feature the custom artwork of Tokyo Hiro on Sapporo Premium limited-edition six-pack cans releasing in January 2024.

Fans of Tokyo Hiro and the Sapporo brand can now experience Hiro’s distinctive style and artistic approach in a documentary-style video at SapporoBeer.com/TokyoHiro. The limited-edition six-pack featuring Hiro’s art and celebrating the 2024 Year of the Dragon will be available at stores nationwide beginning in early January 2024.

In a campaign launched this year, Sapporo is spotlighting moments and people that ‘Shine Through’ in meaningful and unexpected ways. Tokyo Hiro’s story is a testament to the power of leading with passion. Born and raised in Tokyo, Japan, Hiro began spending time in the U.S. in high school. He walked away from his prospects as a professional baseball player for his infatuation with American culture, punk rock, metal, and tattoo artistry. An apprentice of the legendary Bob Roberts of Spotlight Tattoo, Hiro’s tattoo business soared landing his ink on celebrities and his designs on everything from Los Angeles Football Club soccer kits to Yamaha guitars. Later, seeking to bring deeper impact to his life and work, Hiro co-founded the Rock & Roll Rescue, which works with high profile musicians to raise awareness, support, long-term care, and financing for rescue animals. Tokyo Hiro is an artist, musician, activist, and a true embodiment of the Sapporo brand.

“To me, beer is synonymous with Sapporo, how could I say no to this?” explained Tokyo Hiro of the opportunity to partner with Sapporo. “Growing up in Japan, Sapporo was the beer my dad always drank, and it’s the beer I drink here in the U.S. When I was asked to celebrate the Year of the Dragon on Sapporo’s packaging, I knew I had to draw the best dragon of my life. It was harder than I expected!”

Sapporo is the oldest beer of Japan and the number one selling Japanese beer in the U.S., growing 7.6% year-over-year within the rapidly expanding import beer category. This is Sapporo Premium’s first six-pack can package in the U.S., and first limited-edition artist collaboration package. Sapporo and Tokyo Hiro will unveil the artwork in January 2024. For more information, visit SapporoBeer.com/TokyoHiro and @SapporoBeerUSA on Instagram.

ABOUT SAPPORO U.S.A.

Founded in 1876, Sapporo is Japan’s oldest beer brand still operating and the number one selling Asian beer brand in the United States. Sapporo lagers have been enjoyed for almost half a century in America, with five varieties – SAPPORO PREMIUM, SAPPORO PREMIUM BLACK, SAPPORO PREMIUM LIGHT, SAPPORO RESERVE, and SAPPORO PURE. SAPPORO U.S.A., Inc. was established in 1984 to oversee U.S. production, distribution, sales and marketing for the brand. Sapporo beers are made from only the finest natural ingredients. The combination of select barley and hops with an extreme attention to quality give Sapporo beers their crisp taste, refreshing flavor, and mild, refined bitterness. Sapporo products sold in the U.S are currently brewed in the U.S, Canada and Vietnam.