Sapporo Partners with Tokyo Hiro on Year of the Dragon 6-Packs
To celebrate 2024 being the Year of the Dragon, Sapporo U.S.A. has collaborated with artist Tokyo Hiro on new, beautiful artwork on six-packs of the brewery’s flagship beer, SAPPORO PREMIUM. This dragon-themed package is Sapporo U.S.A.’s first nationally available six-pack featuring distinct artwork with east-meets-west style.
Dating back to 1876, Sapporo is Japan’s oldest beer brand still operating and the number one selling Asian beer brand in the U.S., growing 7.6% year-over-year within the rapidly expanding Import beer category. SAPPORO U.S.A., Inc. was established in 1984 to oversee U.S. production, distribution, sales and marketing for the brand. Sapporo lagers that are available in the USA include SAPPORO PREMIUM, SAPPORO PREMIUM BLACK, SAPPORO PREMIUM LIGHT, SAPPORO RESERVE, and SAPPORO PURE.
For the launch of SAPPORO PREMIUM in six-packs, Sapporo U.S.A. reached out to well know tattoo artist Tokyo Hiro. He is best known for his tattoo artistry and has designed album covers, merch and more for professional athletes, bands and brands like Bad Religion, The Offspring, Mötley Crüe, Motörhead, Fender, Adidas, Hurley and others. Sapporo and Tokyo Hiro are joined by their Japanese heritage, passion for artistry and pioneering spirits.
Hiro’s story mirrors that of Sapporo’s first Brewmaster, Seibei Nakagawa, who left Japan at the age of 17 at a time when leaving was strictly forbidden. He learned the craft of brewing in Germany and went on to become Japan’s first German-trained brewmaster. His adventurous spirit still guides the company’s principles today.
With a pioneering spirit of his own, Hiro was born and raised in Tokyo, Japan and began spending time in the U.S. in high school. He walked away from his prospects as a professional baseball player for his infatuation with American culture, punk rock, metal and tattoo artistry. Seeking to bring deeper impact to his life and work, Hiro supports the Rock & Roll Rescue. Founded by his wife, the organization close to Hiro’s heart works with high profile musicians to raise awareness, support, long-term care and financing for rescue animals. Hiro is an artist, musician, activist and a true embodiment of the Sapporo brand.
Sapporo x Tokyo Hiro (full) from Sapporo USA on Vimeo.
Hiro’s artwork features two dragons flowing around the package and the Sapporo can. The open mouth on one dragon wards off evil spirits while the closed mouth of the other keeps good spirits in. The two together are representative of the end and beginning of the New Year. Red accents harken good luck, as is traditional in Japan this time of year.
“When I was learning to tattoo under Bob Roberts of Spotlight Tattoo, he would always tell me, ‘east meets west, that’s your style,’ explained Hiro. “I feel so lucky to work with Sapporo on this project because we both understand what this means. Sapporo adopted German brewing in Japan in the same way I’ve combined my Japanese and U.S. experiences.”
A limited quantity of signed and numbered Tokyo Hiro artist screen prints will be available via a text-to-win sweepstakes in early 2024. The 18”x24” prints feature Hiro’s Sapporo Premium dragon wrapping around the iconic Sapporo bottle in celebration of the collaboration.
The new six-packs of SAPPORO PREMIUM can be located by using Sapporo’s beer finder. For more information, visit SapporoBeer.com and @SapporoBeerUSA on Instagram.
About The Author
DJ
D.J. is a Portland, Oregon based writer that spent his formative years in the Midwest. With over 25 years under his belt of drinking beer at festivals across America and the world, he has developed a strong appreciation and understanding of craft beer and the industry that surrounds it. He can be found in any of the great breweries or beer bars that make Portland the best beer city in the world. His writing can also be found in the archives of Northwest Brewing News and can be followed on Twitter and Instagram at @hopapalooza.