Mastering the Value of Yebisu: Launch of the 'Master of YEBISU' Certification System
Sapporo Breweries is launching 'Master of YEBISU', a certification system for restaurant staff who provide exceptional Yebisu beer experiences. Starting nationwide in 2026, it aims to certify 20-30 experts to elevate brand value.
📋 Article Processing Timeline
- 📰 Published: April 4, 2026 at 00:30
- 🔍 Collected: April 3, 2026 at 17:10
- 🤖 AI Analyzed: April 21, 2026 at 03:30 (418h 20m after Collected)
Sapporo Breweries Ltd., a group company of Sapporo Holdings Ltd., will launch a new certification system, 'Master of YEBISU', to enhance the value provided by Yebisu beer.
Viewing the drinking experience at restaurants where one can feel the worldview and attitude of Yebisu as a crucial touchpoint, this system certifies embodiments of the Yebisu brand who realize an overwhelming quality of Yebisu service that cannot be tasted at home. A 'Master of YEBISU' is required to fulfill three roles: 'Weave' by narrating the history and culture of the beer; 'Show/Fascinate' by providing a premium drinking experience through deep knowledge of pouring techniques and food pairings; and 'Create' by consistently offering new information and insights to customers as a partner co-creating the future Yebisu brand.
Requirements for application include being employed at a 'Zeppin Yebisu' (Premium Yebisu) certified store, having a tenure of at least one year at the store, understanding the history, commitment to quality, and attitude of Yebisu, and having the motivation to continuously communicate its charm in their own words. Furthermore, passing a written exam on basic beer knowledge and specific Yebisu knowledge, along with a practical exam on pouring techniques, is a mandatory requirement for certification.
A trial was conducted in the Ebisu area of Tokyo in 2025, and we received high praise from customers who experienced beer served by certified 'Masters of YEBISU.' Based on these results, we will begin operating this system nationwide this year, aiming to certify approximately 20 to 30 people across the country as 'Master of YEBISU.'
Those certified in 2026 will begin full-scale activities from 2027 onwards, narrating the charm of Yebisu to customers at their restaurants, and providing the ultimate Yebisu drinking experience through high-quality pouring and food pairings. We will continue to certify 'Masters of YEBISU' moving forward, delivering the finest brand experience to our customers together with our 'co-creators.'
### Overview of 'Master of YEBISU'
1. System Name
Master of YEBISU
2. Purpose
To enhance the value provided by Yebisu and to certify and train embodiments of the Yebisu brand who can realize an overwhelming Yebisu drinking experience that cannot be tasted at home.
3. Number of Certified Individuals (Planned)
Approximately 20 to 30 nationwide
4. Entry Conditions
- Must be employed at a 'Zeppin Yebisu' certified store.
- Must have a tenure of 1 year or more.
- Must understand the history, quality, and attitude of the Yebisu brand and have the motivation to communicate its charm.
5. Certification Criteria
Must be judged capable of providing the premium drinking experience promoted by Yebisu, with all knowledge, technique, and demeanor meeting the prescribed standards.
Viewing the drinking experience at restaurants where one can feel the worldview and attitude of Yebisu as a crucial touchpoint, this system certifies embodiments of the Yebisu brand who realize an overwhelming quality of Yebisu service that cannot be tasted at home. A 'Master of YEBISU' is required to fulfill three roles: 'Weave' by narrating the history and culture of the beer; 'Show/Fascinate' by providing a premium drinking experience through deep knowledge of pouring techniques and food pairings; and 'Create' by consistently offering new information and insights to customers as a partner co-creating the future Yebisu brand.
Requirements for application include being employed at a 'Zeppin Yebisu' (Premium Yebisu) certified store, having a tenure of at least one year at the store, understanding the history, commitment to quality, and attitude of Yebisu, and having the motivation to continuously communicate its charm in their own words. Furthermore, passing a written exam on basic beer knowledge and specific Yebisu knowledge, along with a practical exam on pouring techniques, is a mandatory requirement for certification.
A trial was conducted in the Ebisu area of Tokyo in 2025, and we received high praise from customers who experienced beer served by certified 'Masters of YEBISU.' Based on these results, we will begin operating this system nationwide this year, aiming to certify approximately 20 to 30 people across the country as 'Master of YEBISU.'
Those certified in 2026 will begin full-scale activities from 2027 onwards, narrating the charm of Yebisu to customers at their restaurants, and providing the ultimate Yebisu drinking experience through high-quality pouring and food pairings. We will continue to certify 'Masters of YEBISU' moving forward, delivering the finest brand experience to our customers together with our 'co-creators.'
### Overview of 'Master of YEBISU'
1. System Name
Master of YEBISU
2. Purpose
To enhance the value provided by Yebisu and to certify and train embodiments of the Yebisu brand who can realize an overwhelming Yebisu drinking experience that cannot be tasted at home.
3. Number of Certified Individuals (Planned)
Approximately 20 to 30 nationwide
4. Entry Conditions
- Must be employed at a 'Zeppin Yebisu' certified store.
- Must have a tenure of 1 year or more.
- Must understand the history, quality, and attitude of the Yebisu brand and have the motivation to communicate its charm.
5. Certification Criteria
Must be judged capable of providing the premium drinking experience promoted by Yebisu, with all knowledge, technique, and demeanor meeting the prescribed standards.