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Sapporo introduces Ginjikomi six-packs.

Sapporo U.S.A. announced plans to roll out 12-oz. bottle six-packs of its Ginjikomi draught beer, according to company president Yoshi Mochida.

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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