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Sapporo

A targeted media relations plan for Sapporo Premium, Reserve, and Light Beer.

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Challenge

Sapporo Beer U.S.A. sought to increase its presence in the U.S. market, educate American consumers about its history, brewing process and food compatibility, and compete effectively as a non-craft beer through its  “legendary biru” positioning.

 

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Action

Colangelo & Partners launched a targeted media relations campaign in May 2014. Deliverables included editorial tastings with Saveur, The Daily Meal, UrbanDaddy and other food and beverage influencers that led to media placements and expanded food and cocktail pairings for the brand.

Highlight Enlisted Ramen Burger impresario Keizo Shimamoto to create a special menu item featuring Sapporo as an ingredient. The Sapporo Ramen Burger was sampled at an exclusive press event.

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Results

In 2015:

Media coverage reached over 81 million people in such top outlets as Huffington Post, Paste Magazine, Playboy, Bustle, Thrillist, Beverage Journal, Maxim, and many popular food and beer blogs.

Solidified Sapporo brand reputation as the number-one selling Asian beer in the United States.

Colangelo & Partners offers personalized attention and service. They’ve continued to help Sapporo build consumer awareness via strategic media relations. We appreciate their thoughtfulness, creativity and passion for the growth of our brand.
- Kiyoko Hanajima, Brand Manager, SAPPORO U.S.A