Riding a recent craft beer trend, Sapporo Breweries Ltd. said Wednesday it is launching a new brand to attract more beer drinkers who consume in moderation.
"The demand for beer has been decreasing each year, but we, as a beer-maker, hope to take advantage of this growing field to create a new beer culture," Hiroshi Tokimatsu, director of Sapporo Breweries' sales division, said ambitiously.
Sapporo Breweries has launched a new company called Japan Premium Brew Co. to market the new brand, called Craft Label.