JAPAN: Sapporo tops 3m for Draft One

By | 2 April 2004

Sapporo has broken the 3m-case barrier for its new Draft One quasi-beer drink since its launch in February. The Japanese brewery also announced yesterday that it intends to raise its annual target for the drink to 14m cases.

Previously, Sapporo had set a target for the drink, which contains a pea protein, of 10m cases per year.

Draft One is cheaper than beer or happoshu in Japan, as no use of malt reduces the amount of liquor tax. Priced at Y125 per 350ml can, the lower price attracts many consumers, the company said.

Sectors: Beer & cider

Companies: Sapporo

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