If you love beer, the Sapporo Beer Museum in Hokkaido is an absolute must-visit. I recently joined their Premium Tour, and it was nothing short of spectacular—a perfect mix of history, craftsmanship, and delicious tastings. Whether you’re a seasoned beer enthusiast or a curious traveler, this experience offers a deep dive into Japan’s proud brewing culture.
- Step into 135 Years of Brewing History
- Vintage Posters and Timeless Ads: A Visual Journey
- The Evolution of Japanese Beer—and Sapporo’s Hokkaido Roots
- Why Is It Called “Black Label”?
- Relentless Pursuit of Ingredient Quality
- Exclusive to the Tour: Taste the Revival of a Classic Beer
- Master the Art of Pouring the Perfect Beer
- After the Tour: Enjoy More Brews at “STAR HALL”
- Final Thoughts: A Dream Destination for Beer Lovers
Step into 135 Years of Brewing History
Our journey began in a building that dates back over 135 years, originally used for malting barley. The tour guide introduced us to the massive brewing kettle that was used until 2003:
- 6.1 meters in diameter
- 10 meters tall chimney
- One kettle produced the equivalent of 240,000 bottles (350ml) of beer per batch!
Back then, a large bottle of beer (633ml) cost only 16 sen, but that’s over ¥5,000 (USD $35) in today’s currency. Beer was once a luxury reserved for special occasions—a far cry from the everyday beverage we enjoy now.
Vintage Posters and Timeless Ads: A Visual Journey
Inside the museum, we found a stunning collection of vintage posters, advertisements, and label designs from the Meiji to Showa eras. The artistry of these works makes them feel more like pieces in an art museum than commercial ephemera.
The Evolution of Japanese Beer—and Sapporo’s Hokkaido Roots
Even after privatization, Sapporo Beer has remained deeply committed to using Hokkaido-grown ingredients. In 1887, Japan’s first draft beer was produced here—but its shelf life was only two weeks!
This challenge led to the invention of heat-treated beer, which could be stored for much longer. By 1903, a Tokyo factory was built, and Sapporo quickly became one of the top beer producers in the country. The eventual merger with Asahi and Ebisu further cemented Sapporo as a nationwide brand.
Why Is It Called “Black Label”?
Sapporo’s most iconic beer is Sapporo Draft Beer Black Label—but it’s not a dark beer. So, why the “Black”?
The answer is simple: the label itself was black, which was quite unusual at the time. The name stuck, and now “Black Label” is one of the most beloved beers in Japan.
Relentless Pursuit of Ingredient Quality
Sapporo doesn’t just brew beer—they cultivate it from the ground up.
- The famed “SORACHI 1984” beer uses hops grown in Furano, Hokkaido
- Carefully selected barley varieties
- Strong partnerships with contract farmers to ensure safety and quality
The dedication to creating a truly local flavor shines through.
(Note: SORACHI1984 is not served on the tour, but it’s available for purchase—perfect for a tasting at home!)
Exclusive to the Tour: Taste the Revival of a Classic Beer
One of the highlights of the Premium Tour is a tasting of a restored historic beer, recreated based on old recipes and storage conditions:
- Bold bitterness from a high hop content
- Smooth mouthfeel with a rich, layered flavor
It’s a rare brew you can’t find online or in stores. Of course, you also get to sample the famous Black Label right at the source!
You can’t purchase the limited reissue beer online, but the Black Label is available—so be sure to check it out!
Master the Art of Pouring the Perfect Beer
A friendly staff member taught us how to pour a can of beer perfectly into a glass to maximize flavor:
- Pour half the can vigorously to create a foamy head
- Slowly pour until the glass is 90% full
- Gently top it off to achieve the ideal 60% foam, 40% beer ratio
This method enhances both aroma and smoothness, even at home!
After the Tour: Enjoy More Brews at “STAR HALL”
The beer adventure doesn’t end when the tour does. Right next door is the stylish STAR HALL, where you can enjoy:
- Draft Black Label
- The rare revival beer
- Limited edition brews
- Hokkaido’s local favorite: Sapporo Classic
They also offer great snacks like cheese and rice crackers—perfect beer companions.
Final Thoughts: A Dream Destination for Beer Lovers
The Sapporo Beer Museum Premium Tour is an unforgettable experience that blends history, craftsmanship, and flavor. Whether you’re traveling through Hokkaido or simply love beer, this is a must-visit destination in Japan.
Raise a glass to 135 years of tradition—kanpai!
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