BREAKING NEWS!!! MORE CRAP BEER COMING!!

OK, So I'm not going to sit here and say that we are breaking this news--but we are picking it up early. This story was just released two hours ago, and it confirms what we already knew. The Big 4 are continuing to make their crappy beers, and low cost beer 'alternatives'. I don't know what possessed Sapporo to make a 'cool' brew, you'd think being up there in Hokkaido they'd have had their fill of all things cold. Who knows. This brew isn't due to hit the shelves until March--so be warned.

Sapporo to sell beer-like drink that leaves 'cool sensation'

Thursday 29th January, 07:24 AM JST

TOKYO —

Sapporo Breweries Ltd said Wednesday it will market a new “third-category” beer-like drink, which the company claims leaves a chilling and refreshing feeling in the throat after being consumed because of a special aroma ingredient. The new beverage, called “Reisei Sapporo (Cool Sapporo),” due to debut March 25, is expected to retail for around 140 yen per 350 milliliters.

Sapporo senior managing director Fumiaki Terasaka said, “Third-category products will surpass (more expensive) regular beer and low-malt ‘happoshu’ beer in terms of not only sales volume, but also value in the consumer market in the first six months of this year.” Sapporo products have been selling well this month thanks to the popularity of another third-category drink named, “Mugi to Hoppu* (Barley and Hop),” company officials said. Third-category beverages, including those made of nonmalt ingredients, have been growing in popularity due to their lower prices than regular beer and happoshu.

*Also, for another bloggers opinion of 'Mugi to Hoppu' click here. Absolutely Classic..