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JAPAN: Sapporo to launch premium happoshu

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Events in Japan's happoshu sector have taken a somewhat unexpected turn with an announcement from Sapporo that it plans to launch a premium happoshu brand. Sapporo's new brand will retail at ¥150 for a 350ml can, making it the most expensive happoshu on the market. While this sector has been a hive of activity in recent months, the attention had until now been focused on price discounting with all four major drinks groups competing aggressively for a larger slice of the low-malt beer market.


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