Toward the Next 150 Years with Hokkaido: A Well-being Future Strategy for Hokkaido Realized Through Industry-Government-Academia Collaboration

Sapporo Breweries Ltd., a group company of Sapporo Holdings Ltd., aims to transform from a manufacturing company to a "New Experience Creation" company, driven by its vision "Be the Ichiban-boshi (first star) for someone." Taking the milestone of its 150th anniversary as an opportunity, the company will promote a well-being future strategy in its birthplace, Hokkaido. Building on its history, culture, and bonds with the region, Sapporo will connect its diverse beer brands with Hokkaido and advance initiatives based on "Hokkaido Coexistence through Industry-Government-Academia Collaboration" and "New Beer Experience Creation." ■ "Weaving the Future from the Northern Land" Project (Hokkaido University × Sapporo Breweries Ltd.) Our company, founded in 1876 as the "Kaitakushi Brewery," and Hokkaido University, founded as "Sapporo Agricultural College," both celebrate their 150th anniversaries this year. This project, which aims to create a well-being future by carrying on the legacy of our shared history, was launched this January. A special beer, "Sapporo Classic FRONTIER MEMORIAL," will be released in limited quantities in the Hokkaido area on Tuesday, July 28 (Note 1). It partially uses "Hokudai No. 1," a brewer's barley malt that was successfully cross-bred for the first time in Japan over 100 years ago at Hokkaido University (formerly Sapporo Agricultural College). In addition to "Hokudai No. 1," it luxuriously uses three types of Hokkaido-grown hops, creating a rich aroma, deep flavor, and a refreshingly crisp taste. It is a special classic beer woven from the "150 years" of history walked alongside the pioneering spirit. A contest for new alcohol value propositions was held for students of Hokkaido University, themed on "sustainability" and "alcohol" for Hokkaido's well-being future. The winning ideas are being prepared for implementation at "THE Sapporo Beer Garden." ■ Promotion of "Sapporo, the City of Beer" - A City of Great Toasts Sapporo City and Sapporo Breweries have nurtured the culture of "Sapporo, the City of Beer." To further spread this culture, under the slogan "A City of Great Toasts," we will advance experience-based initiatives and tourism measures that create "connections" transcending drinkers, non-drinkers, generations, and nationalities. ■ "Furusato Nozei" (Hometown Tax) Return Gift Project with Sapporo City For our 150th anniversary in 2026, we have prepared new Furusato Nozei return gifts that evoke our 150-year history, such as original beer production and a brewing experience at the Kaitakushi Brewery. This experience-based hometown tax program started on Tuesday, April 28. ■ Collaboration with the New Railway Journey "Red Star / Blue Star" Empathizing with the "Star Train Plan" promoted by Hokkaido Railway Company (JR Hokkaido), we are collaborating with the new tourist trains "Red Star" and "Blue Star," scheduled to begin operation in 2027. A portion of sales from joint projects with Sapporo Classic will be donated to promote tourism in Hokkaido, contributing to the region's further revitalization. In addition, we will enhance the beer experience value in Hokkaido through events like "THE PERFECT KURO LABEL WAGON -LIVE DRAFT" and by upgrading our museum.