Sapporo introduces Ginjikomi six-packs.
The Ginjikomi six-pack will replace the Sapporo Dry 12-oz. package in the company's refrigerated and non-refrigerated shelf space.
The second line extension of Ginjikomi since its national introduction in June, the six-pack will be available through mass merchandisers, volume liquor establishments and existing Sapporo retailers.
Sapporo will support the introduction with in-store flyers, case cards, table tents, shelf talkers and point-of-purchase displayers. Sapporo will also initiate a print advertising campaign in beverage trade publications early in 1993.
Mochida reported that the product's six-pack introduction follows positive consumer reaction in seven test markets. "Ginjikomi has a complex taste and offers U.S. beer drinkers an exotic change from other imported beers," Mochida said.
"Sapporo Draft beers in the 16-oz. and 21.4-oz. bottles historically have done well in restaurants because larger quantities tend to be consumed with meals," Mochida added. "We hope that a 12-oz. bottle, which is more commonplace in today's bars, will boost our on-premise distribution."
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|Title Annotation:||Sapporo U.S.A. Inc.|
|Publication:||Modern Brewery Age|
|Date:||Dec 21, 1992|
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