Sapporo beer is taking a walk on the dark side.
Hoping to keep pace with a growing number of consumers looking for the next new thing, the Japanese beer maker is releasing Premium Black, its first new beer since its Premium Light was launched in 2004. Sapporo is the top imported Asian beer brand in the U.S., a perch it has held for over 30 years.
"Our sales representatives had been receiving requests for new product from wholesalers, retailers and consumers for a long time," said Jiro Ohkawa, senior marketing manager Sapporo USA. "So Sapporo Black is the answer to their requests."
Premium Black is slated for nationwide release on September 1.