New Audio Experience Content Introduced! Details Released for Sapporo Beer Museum's Value-Up Opening

Sapporo Beer Co., Ltd., a group company of Sapporo Holdings Ltd., will reopen the Sapporo Beer Museum on Wednesday, July 1st, as a milestone for its 150th anniversary, serving as a hub for beer culture. Advance ticket sales will begin on Wednesday, June 3rd. For this upgrade, two types of tickets are available: 'Self-Guided Tour,' allowing visitors to enjoy exhibits at their own pace, and 'SAPPORO BEER MUSEUM Guide Tour,' led by brand communicators. The self-guided tour features 'The Story of SAPPORO BEER: Compass Following the Stars,' an interactive audio guide service using Sony's 'Locatone' technology. Visitors can listen to multilingual content at 15 spots throughout the museum to relive the history of Sapporo Beer. The guided tour offers a deeper experience of beer culture and history, including exclusive tastings of 'Reissued Sapporo Beer' in the newly established Premium Lounge. Additionally, a free preview event for Hokkaido residents will be held on June 27th and 28th to express gratitude. This special opportunity includes theater viewing, the Locatone experience, and a complimentary glass of 'Sapporo Classic' or a soft drink. With roots dating back to the Kaitakushi Brewery established in 1876, Sapporo Beer celebrates its 150th anniversary this year. The museum, opened in 1987 as Japan's first beer-specialized museum, welcomed over 700,000 visitors in 2025. The company aims to continue being a beloved hub for beer culture by providing experiences that transcend generations and nationalities.