Sapporo Beer Museum Reopens with Upgraded Value on July 1 (Wed.)

Sapporo Breweries Ltd. is celebrating its 150th anniversary by reopening the Sapporo Beer Museum, a historic hub for beer culture, with upgraded value on July 1 (Wed.).

Sapporo Beer Museum ExteriorSapporo Beer Museum Entrance

This upgrade introduces two ticket options for visitors to enjoy the exhibits at their own pace: "Self-Guided Tour" and "SAPPORO BEER MUSEUM Guide Tour" with a brand communicator.

Self-Guided Tour

Image of "The Story of SAPPORO BEER ~The Compass Chasing Stars~" audio guide serviceImage of novelty (sticker)

The self-guided tour features an audio guide service, "Locatone (Note 1)," utilizing Sony's technology, allowing anyone to enjoy an interactive experience titled "The Story of SAPPORO BEER ~The Compass Chasing Stars~." Visitors can listen to multilingual (Note 2) audio content at 15 spots within the museum, deeply experiencing the story of Sapporo Beer's journey and challenges across eras. Novelties (stickers) will be presented based on the number of completed experiences.

"SAPPORO BEER MUSEUM Guide Tour"

Image of "SAPPORO BEER MUSEUM Guide Tour"Replica of Premium Lounge and "Original Sapporo Beer"

The "SAPPORO BEER MUSEUM Guide Tour" offers a deep dive into beer culture, history, and Sapporo Beer's journey through guided tours led by brand communicators. Additionally, guests can enjoy a tasting experience, including the tour-exclusive "Original Sapporo Beer," at the newly established premium lounge for tour participants.

With roots in the Kaitakushi Brewery established in 1876, we have walked alongside Japan's beer culture and celebrate our 150th anniversary this year. The Sapporo Beer Museum, opened in 1987 as Japan's first specialized beer museum, has been enjoyed by many visitors, with annual attendance exceeding 700,000 in 2025. We aim to be a beloved facility that fosters and develops beer culture by providing experiences that inspire learning, enjoyment, and conversation across generations and nationalities.

(Note 1) LocatoneTM is a new type of audio experience service utilizing Sony's technology, where virtual world sounds blend with the real world. "Locatone" is a trademark of Sony Group Corporation or its affiliates.

(Note 2) Supports 5 languages: Japanese, English, Korean, Chinese (Traditional/Simplified).

Sapporo Beer Museum Upgrade Overview

1. Opening Date July 1, 2026 (Wed.)

2. Ticket Types 1 Self-Guided Tour (Admission Fee)

Adults: ¥1,000, Junior high school students to under 20: ¥500, Elementary school students and younger: Free

2 SAPPORO BEER MUSEUM Guide Tour (Admission Fee + 2 Tastings (Note 3))

Adults: ¥2,000, Junior high school students to under 20: ¥1,000, Elementary school students: Free

* Hokkaido resident discount: ¥300 off each ticket.

3. How to Purchase Tickets

* Advance Tickets

Please purchase from the link below. https://sapporobeer-museum.ticket.smarthello.jp/8658f3e4d8cd4f44aaa9869787bcb906

* Same-Day Tickets

Please purchase at the ticket vending machine inside the Sapporo Beer Museum.

(Note 3) The tasting of 2 beers is only available for participants of the "SAPPORO BEER MUSEUM Guide Tour." Those who are driving, arriving by motorcycle or bicycle, under 20 years of age, or pregnant or breastfeeding cannot partake in the tasting. Soft drinks are available.

Facility Overview

1. Name Sapporo Beer Museum

2. Location 9-1-1 Kita 7-jo Higashi, Higashi-ku, Sapporo, Hokkaido

3. Business Hours 11:00 - 18:00 *Last admission 17:30

https://www.sapporobeer.jp/brewery/s_museum/

4. Closed Days New Year's holidays, occasional temporary closures

5. Year Opened 1987 (Japan's first specialized beer museum)

6. Building Historic red brick building completed in 1890 (inherited from the former Sapporo Sugar Company as the Sapporo Beer Company's malting plant)

[Inquiries from Consumers] Sapporo Breweries Ltd. Customer Center Tel: 0120-207-800