Sapporo decides to sell new Japanese beer with English mistake on label

Spelling error looks set to make this uncancelled release a hot new collectors’ item.

It was a sad day for beer lovers across Japan on 8 January, when Sapporo Breweries put the lid on an exclusive new brew release just four days before it was due to go on sale.

According to the company, the new beer, called Kaitakushi Beer Tailored, used the same traditional manufacturing methods as Japan’s first beer factory, Kaitakushi Brewery, founded in Sapporo, Hokkaido, in 1897, and was set to be sold exclusively at Family Mart convenience stores around the country on 12 January.

However, the beer’s release was pulled from sale before even making it to stores, and the problem wasn’t connected to the beer itself but the cans they were packaged in, as they were found to contain a spelling mistake on the label.

▼ The cans had “Lagar” instead of “Lager” printed on them.

Sapporo decided this was an error that warranted cancellation of the new release, issuing a statement of apology that read:

“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.”

However, customers were quick to let the company know on social media that they didn’t care about the spelling error–they just wanted to taste the beer they’d been waiting so long for. Others expressed concerns about unnecessary wastage, wondering what would happen to the product, given that it was likely to be canned and ready to go out to stores by the time the mistake was discovered.

As it turns out, Sapporo and Family Mart were carefully listening to their customers, as the companies sent out the …continue reading