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Sapporo launches "ultra-premium" beer.

Sapporo launches "ultra-premium" beer

Sappora U.S.A. recently announced the introduction of Yebisu Stout Draft -- one of the first Japanese ultra-premium beers -- in America.

An all-malt, medium-bodied lager that is ceramic cold-filtered instead of heat pasteurized, Yebisu has a clean, creamy, and fruity taste with some hop bitterness in its finish, according to Sapporo.

Yebisu is named after the traditional Japanese god of good luck and fortune, a legend dating back to the 14th century. Introduced to the Japanese market in 1887, Yebisu commands over half of the premium market in that country.

"With Americans becoming more sophisticated in their choice of beers, we feel the time is right to introduce Yebisu to the U.S. market," explained Yoshi Mochida, Sapporo U.S.A. president.

Sapporo will begin test marketing the brew in 21.4-oz. containers in California, Nevada, and Washington state in May. Widespread distribution is scheduled for early fall, Mochida said.

PHOTO : ULTRA-PREMIUM YEBISU, a "stout draft lager" imported by Sapporo USA, was recently introduced into the United States as the first Japanese ultra-premium beer.
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Title Annotation:Sapporo U.S.A.; Yebisu Stout Draft
Publication:Modern Brewery Age
Date:Apr 29, 1991
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