South Korea: Sapporo Brewery achieves steep growth in South Korea’s imported beer market
Sapporo Brewery showed a steep growth in South Korea’s imported beer market last year, raising its market share from fourth to third. As a result, Sapporo Beer ranked third in South Korea’s import beer brands after Asahi and Heineken, Maeil Business Newspaper reported on February 23.
Citing data from global market research firm Nielsen IQ, MZ Beveridge, Sapporo Beer's official importer, said on the 23rd that Sapporo Beer had a 10% market share in Korea last year. A company official added, "Sapporo Beer is the brand with the largest increase in market share based on sales among domestic imported beer brands in 2025."
Import volumes have also expanded. Last year, imports increased by about 190% annually since 2021, rapidly expanding its presence in the domestic imported beer market.
Basic product competitiveness and new product strategies were behind this growth. Sapporo Beer, which celebrates its 150th anniversary, has secured a stable consumer base with its balanced flavor and clean throat.
Sapporo Draught Beer 70, launched in June last year, is the first product in Japan to be developed after more than 300 trials for about seven years to reduce sugar (carbohydrates) and purine in beer. Both of them were sold out early at the time of the limited release in Korea in 2024, and even after the official release, they were temporarily out of stock in two months.
Sapporo Winter Story, a winter limited beer introduced in November, was also well received. The seasonal consumption trend was targeted with the concept of changing recipes using the best malt and hops selected every year. Since its launch, it has expanded its customer base to young consumers by operating an experiential pop-up in collaboration with popular Euljiro stores.
Strategies to strengthen brand experience were also effective. Sapporo Brewery opened its first overseas brand shop "Sapporo Premium Beer Stand" in Seongsu-dong and introduced a space that combines stand bar culture. It is evaluated that it has established itself as a new beer attraction in Seongsu-dong, emphasizing the brand philosophy of realizing a "perfect cup" through a strict quality management system.
"Achieving the No. 1 growth rate in 2025 is the result of consumer empathy for the taste and quality that the brand has been pursuing," a Sapporo Beer official said. "We will further strengthen brand competitiveness through differentiated products and marketing activities in 2026.
24 February, 2026
