Sapporo Nomigotae <Chomuto> Exceeds 10 Million Units Sold in Approximately 1.5 Months Since Launch
Sapporo Beer announced that its new RTD product, "Sapporo Nomigotae <Chomuto>," has surpassed 10 million units shipped in approximately 1.5 months since its launch. Its not-sweet, bitter taste is popular as an alcoholic beverage for meals. A limited edition "Shikuwasa" flavor will also be released on May 12, aiming for further brand expansion.
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- 📰 Published: May 8, 2026 at 22:00
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Sapporo Beer Co., Ltd., a group company of Sapporo Holdings Ltd., announced that its new RTD (Ready To Drink) product (Note 1), "Sapporo Nomigotae ," launched on Tuesday, March 17, has surpassed 10 million units shipped (Note 2) in approximately 1.5 months since its release.
This product is perfect for the "first drink" with its not-sweet, bitter, and satisfying taste. Its "satisfying taste" and the deliciousness of not-sweet fruit, unique to its "super sugar-free" (defined as less than 0.1g of sugar per 100ml) specification, have received much positive feedback, especially from customers who enjoy alcohol with meals, such as "high satisfaction despite being 5% alcohol," "no unpleasant aftertaste, can continue drinking during meals," and "truly felt the deliciousness of not-sweet fruit."
Furthermore, from Tuesday, May 12, the brand will launch its first limited edition product, "Sapporo Nomigotae Shikuwasa" (Note 3), nationwide in limited quantities, aiming for further expansion of the "Sapporo Nomigotae " brand.
Our company will continue to propose new value for "alcohol" and meet the needs of customers for alcoholic beverages during meals, while also contributing to the revitalization of the RTD market by creating new markets.
(Note 1) Abbreviation for Ready To Drink. Alcoholic beverages that can be drunk directly after opening the cap.
(Note 2) Total for the brand (2 flavors: Lemon and Grapefruit), converted to 350ml bottles.
(Note 3) https://www.sapporobeer.jp/news_release/0000018391/
■ Factors for exceeding 10 million units
・Support for the not-sweet, bitter "satisfying taste"
The "premium peel extract" made by condensing the bitter taste of fruit, and the deliciousness of not-sweet fruit, unique to the "super sugar-free" (defined as less than 0.1g of sugar per 100ml) specification, have been well-received, especially by those who enjoy alcohol with meals. In fact, we have received numerous positive responses such as "high satisfaction despite being 5% alcohol," "no unpleasant aftertaste, can continue drinking during meals," and "truly felt the deliciousness of not-sweet fruit."
・Communication development
We developed a communication strategy that overturns the existing image of RTDs, centered on the question, "What is 'satisfying taste'?" By appointing Yuya Yagira as brand ambassador and expressing the "satisfying taste" of this product, which provides a solid sense of satisfaction despite being sugar-free, in a single shot with freshly fried chicken, we believe we stimulated customers' expectations and interest.
■ About the Sapporo Nomigotae brand
A sour perfect for the first drink, with a not-sweet, bitter, and satisfying taste. By adopting "premium peel extract" made by condensing the bitter taste of fruit, and by making it "super sugar-free" (defined as less than 0.1g of sugar per 100ml) rather than just "sugar-free" (less than 0.5g of sugar per 100ml), we have achieved a profound "satisfying taste" that highlights the fruit's flavor.
Brand site: https://www.sapporobeer.jp/nomigotae_tyomutou/