Sapporo Breweries has doubled the sales target for its non-alcohol beer Premium Alcohol Free, aiming at a total sale of 1.2 million cases for the current fiscal year.
The company released Premium Alcohol Free on March 16, five days after the Tohoku earthquake, and initially set their sales objective at 600,000 cases due to an expected stagnant market. As a consequence of the earthquake, the company had to temporarily stop production of several products, including the popular Ebisu beer, as their factories in northeastern Japan had suffered major damage.
However, the brewery that produces Premium Alcohol Free was located in Oita Prefecture and was not affected by the quake. Sales have been increasing over the last two months, already reaching half of the initial objectives as of this month. Looking forward to the beer season, Sapporo has increased production of the non-alcohol beer in its Tochigi plant as well.© Compiled from news reports