Sapporo Breweries is strengthening its RTD business as it heads into the final stretch of the fiscal year. It refreshed its flagship Rich Lemon Sour as “Super Rich” and got off to a strong start in September, with sales up 30% year on year.
Sapporo Breweries has outlined plans to strengthen its RTD business and refreshed its flagship lemon sour brand for the current fiscal year, changing it from Rich to “Super Rich.” The aim is to introduce a new point of appeal during the summer season and enhance the competitiveness of its RTD business.
According to the announcement, the launch of “Super Rich” helped the company get off to a 30% year-on-year start in September, becoming a factor behind growth across its RTD business. Against this backdrop, the company is expected to set a 5% annual growth target for its RTD business.
In response to headwinds in the market environment, including tax increases, the company plans to strengthen its brand strategy by emphasizing satisfaction and value for money sufficient to justify higher prices.