English mistake on new Japanese beer leads to suspension of sales before its release

Exciting Family Mart and Sapporo beer collaboration goes straight in the can after the error was discovered.

Beer lovers in Japan had been looking forward to the release of a new limited-edition brew this January. Jointly developed by Sapporo, one of the nation’s largest breweries, and Family Mart, one of the country’s largest convenience store chains, the new beer was set to use the same traditional manufacturing methods as Japan’s first beer factory, Kaitakushi Brewery, which was founded in 1897.

▼ The limited-edition brew was named Kaitakushi Bakushu Shitate, or “Kaitakushi Beer Tailored“.

However, the new beer was cancelled before even making it to store shelves, and it wasn’t due to any fault with the beer itself–the issue was with the packaging. According to individual statements released by both Family Mart and Sapporo Breweries the day before the scheduled 12 January release, the beer was suspended due to the misspelling of the word “lager” on the label.

▼ Instead of “Lager” the cans had “Lagar” printed on them.

The misspelling was evident in the original press release announcing the beer on 5 January, which came with large, high-resolution images. While some might have initially assumed “lagar” was an intentional design choice, this doesn’t appear to be the case, as Sapporo Breweries issued an apology a few days later, saying:

“Due to incorrect spelling found in a section of the Kaitakushi Beer Tailored product design, we have decided to discontinue sales. We sincerely apologise for the inconvenience to customers.”

Customers who’d been eagerly awaiting the new release had this to say about the cancellation:

“I don’t care about the spelling error, I just want you …continue reading