Founded in Japan in 1876, Sapporo introduced Sapporo U.S.A. in 1984 and quickly became the best-selling Asian beer brand in the United States. With more than a century of brewing heritage, the brand has maintained its leadership through ongoing innovation and a loyal consumer base.
While widely recognized as a go-to beer pairing for sushi and Japanese cuisine, Sapporo sought to expand its identity beyond this association. At the same time, the brand faced increasing competition from large global import brands as well as fast-growing craft beer and ready-to-drink (RTD) categories, making differentiation in a crowded marketplace essential.
For more than seven years, Colangelo & Partners led an integrated influencer and media relations program designed to broaden Sapporo’s cultural relevance and encourage trial among new audiences. Through strategic outreach to top-tier media and culturally aligned influencers, the program generated authentic storytelling around the brand while reinforcing its East-meets-West positioning. Alongside consistent brand messaging—such as the “Where East Meets West” campaign—we supported product launches and key initiatives that strengthened Sapporo’s presence in off-premise retail and lifestyle media.
Over the seven year program, we delivered more than 500 media placements, generating over 1 billion potential impressions and helping sustain Sapporo’s visibility and relevance within an increasingly competitive beer landscape.
