Mastering YEBISU's Value: Launch of 'Master of YEBISU' Certification Program

Sapporo Beer Co., Ltd., a group company of Sapporo Holdings Ltd., is launching a new certification program, "Master of YEBISU," to enhance the value of YEBISU. This program considers the drinking experience at restaurants where the YEBISU worldview and attitude can be experienced as a crucial touchpoint, aiming to certify brand representatives who can achieve an overwhelming YEBISU quality not available at home. "Master of YEBISU" candidates are required to fulfill three roles: "Weaving" by conveying the history and culture of beer, "Showcasing" by providing high-quality drinking experiences through expert pouring techniques and food pairings, and "Creating" by offering customers new information and insights as partners who co-create the future of the YEBISU brand.

To apply, candidates must be employed at a "絶品ヱビスの店" (Exquisite YEBISU Shop), have been employed at the store for over one year, understand YEBISU's history, commitment to quality, and attitude, and possess the desire to continuously communicate its charm in their own words. Passing a written exam on basic beer and YEBISU knowledge, and a practical exam on mastering pouring techniques, are essential requirements for certification.

A trial was conducted in the Tokyo Ebisu area in 2025, and customers who experienced beer served by "Master of YEBISU" candidates highly praised it. Based on this success, the program will be rolled out nationwide this year, with the aim of certifying approximately 20 to 30 individuals.

Certified individuals in 2026 will begin full-scale activities from 2027 onwards, communicating the charm of YEBISU to customers in stores, and providing the ultimate YEBISU drinking experience through superior pouring and food pairings. Sapporo Beer will continue to certify "Master of YEBISU" and deliver the best YEBISU brand experience to customers together with these "co-creators."

### "Master of YEBISU" Overview

1. Program Name: Master of YEBISU
2. Objective: To enhance YEBISU's value and to certify and nurture brand representatives capable of delivering an overwhelming YEBISU drinking experience that cannot be replicated at home.
3. Number of Certified Individuals (Planned): Approximately 20-30 nationwide.
4. Entry Conditions:
* Must be employed at a store certified as "絶品ヱビスの店" (Exquisite YEBISU Shop).
* Must have been employed for over 1 year.
* Must understand YEBISU brand history, quality, and attitude, and have the desire to communicate its charm.
5. Certification Criteria: All knowledge, skills, and demeanor must meet the prescribed standards, and the candidate must be deemed capable of providing the high-quality drinking experience that YEBISU champions.

### About YEBISU

A premium beer born in Tokyo in 1890.
From its inception, YEBISU has been committed to authentic taste and has continuously refined its unique deliciousness. It has also undertaken numerous challenges, such as launching a dark beer just four years after the release of YEBISU beer and opening Japan's first beer hall. For the next 100 years, YEBISU will leverage its accumulated knowledge and technology to expand and enhance the value of beer.
Since 2023, incorporating the innovative sensibility, modern brewing methods, and technologies of brewer Ryota Ariomo, YEBISU has been developing the original "CREATIVE BREW" line, challenging new tastes and enjoyment of beer unbound by conventional concepts.
In April 2024, YEBISU BREWERY TOKYO, an experiential hub with brewing facilities, opened in Ebisu, the birthplace of YEBISU beer, welcoming many visitors.

[Contact for Consumers]
Sapporo Beer Co., Ltd. Customer Center
Tel: 0120-207-800