Sapporo Beer Partners with JR East Marketing & Communications and Hokkaido Airports to Launch “BEER STAND SORACHI” at New Chitose Airport
Sapporo, Japan – August 6, 2025 – Sapporo Breweries Ltd., in collaboration with JR East Marketing & Communications Inc. and Hokkaido Airports Co., Ltd., is pleased to announce the grand opening of “BEER STAND SORACHI,” a unique experiential hub dedicated to the iconic “Sapporo SORACHI 1984.” This exciting new venture will commence operations on Thursday, August 28, 2025, at New Chitose Airport, Hokkaido’s gateway to the world.
This initiative marks a significant step in Sapporo Beer’s commitment to sharing its rich heritage and the story behind the beloved SORACHI 1984 beer with a wider audience. Positioned within the bustling international terminal of New Chitose Airport, “BEER STAND SORACHI” aims to offer travelers and local visitors alike an immersive and memorable experience.
“Sapporo SORACHI 1984” holds a special place in Sapporo Beer’s history. It represents a revival of the original SORACHI beer, meticulously recreated using the same yeast strain discovered in 1984 by brewer Masaru Kumagai. This dedication to preserving and celebrating the brand’s origins has resonated deeply with consumers, and the new experiential hub will further amplify this connection.
At “BEER STAND SORACHI,” guests will have the opportunity to not only savor the distinctive, crisp flavor of Sapporo SORACHI 1984 but also to delve into its fascinating backstory. The stand is designed to be more than just a place to enjoy a beverage; it will serve as an educational and engaging space, highlighting the craftsmanship and historical significance embedded in every sip.
The strategic location at New Chitose Airport provides an ideal setting to introduce the appeal of Sapporo Beer to a diverse range of visitors, including international travelers eager to experience authentic Japanese culture. The collaboration with JR East Marketing & Communications Inc. and Hokkaido Airports Co., Ltd. underscores a shared vision to enhance the airport experience and promote regional attractions.
Visitors to “BEER STAND SORACHI” can anticipate a welcoming atmosphere that reflects the spirit of Hokkaido. Further details regarding the specific offerings and design elements of the stand will be announced closer to the opening date. Sapporo Breweries Ltd. looks forward to welcoming everyone to this new landmark at New Chitose Airport, where the legacy of Sapporo Beer comes to life.
サッポロビール（株）・（株）ジェイアール東日本企画・北海道エアポート（株）新千歳空港に「サッポロ SORACHI 1984」の体験拠点「BEER STAND SORACHI」8月28日(木)オープン
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サッポロビール published ‘サッポロビール（株）・（株）ジェイアール東日本企画・北海道エアポート（株）新千歳空港に「サッポロ SORACHI 1984」の体験拠点「BEER STAND SORACHI」8月28日(木)オープン’ at 2025-08-06 03:00. Please write a detailed article about this news in a polite tone with relevant information. Please reply in English with the article only.