~"Sapporo Draft Beer Black Label BEER AJITO" and "YEBISU BEER HALL TOKYO" are born~
Sapporo Breweries Ltd. is pleased to announce that the Ginza Lion Building (Ginza 7-chome, Tokyo) (Note 1), owned and operated by its group company Sapporo Lion Co., Ltd., will be renovated on Tuesday, October 27, 2026. Details have also been finalized for the new brand experience center for "Sapporo Draft Beer Black Label" and "Yebisu" to open on the 4th floor. (Note 2)
*The image is for illustrative purposes only and may differ from the actual store interior.
Based on "Bonds with Community," one of the core principles of its medium- to long-term growth strategy (Note 3), the Sapporo Group is working to expand real-world customer touchpoints with its brands and provide customers with a richer lifestyle through exciting experiences and new services centered around alcoholic beverages.
With this renovation, based on the concept of "connecting people through toasts and connecting history through memories," we will transform the Ginza Lion Building into a hub that will carry on the legacy of beer culture and create new experiential value. On the 4th floor, we will open "Sapporo Draft Beer Black Label BEER AJITO" and "YEBISU BEER HALL TOKYO."
"Sapporo Draft Beer Black Label BEER AJITO" is a brand experience hub for Black Label, conceived as a hideaway where adults can enjoy beer in their own way, while "YEBISU BEER HALL TOKYO" is a premium beer hall proposed by Yebisu, the company that created Japan's first beer hall. Both will offer new beer experiences. In addition, a new business format from Sapporo Lion is scheduled to open on the 5th floor in December.
From the Ginza Lion Building, which carries on history and culture, we will bring together the values that Sapporo Lion has cultivated through Black Label, Yebisu, and other brands, to create a new beer culture and toasting experience.
(Note 1) Ginza Lion Building website
(Note 2) Ginza Lion Building Renewal News Release
(Note 3) Medium-term management plan 2027-2030
■ Overview of Sapporo Draft Beer Black Label Experience Centers
*The image is for illustrative purposes only.
1. Facility Name: Sapporo Draft Beer Black Label BEER AJITO
2. Location: Ginza Lion Building, 4th Floor, 7-9-20 Ginza, Chuo-ku, Tokyo
3. Concept
"A hideaway where adults can enjoy beer in their own way."
This members-only beer bar offers a space that pleasantly stimulates the five senses, allowing you to enjoy the unique character of each drink, which changes depending on the glass and pouring method, while spending time in your own way. For CLUB Kuro Label (Note 4) members, we offer a special experience that allows you to appreciate Kuro Label more deeply through a variety of glasses and different pouring methods.
(Note 4) CLUB Kuro Label website
4. Features
① A members-only beer bar for Black Label members.
This is a closed space exclusively for CLUB Kuro Label members, offering adults a time to enjoy beer in their own way.
② A members-only space with only 31 seats <br />With a focus on counter seating, along with table seating and private rooms, this space offers customers the opportunity to enjoy Sapporo Black Label in their own style.
*Private rooms will be opened gradually after the hotel opens.
③ A drinking experience using dozens of types of glasses and multiple pouring methods <br />Enjoy the differences in aroma, taste, and mouthfeel that change depending on the shape of the glass and the pouring method, and experience the unique charm of Black Label with each glass.
5. Business Hours: Monday to Thursday, Sunday: 17:00 to 22:00
Friday and Saturday: 17:00 – 22:30
*Business hours may change.
*Details regarding the reservation start date, reservation method, store website, etc. will be announced as soon as they are decided.
■ Overview of the "Yebisu" Experience Center
*The image is for illustrative purposes only.
1. Facility Name
YEBISU BEER HALL TOKYO
2. Location: Ginza Lion Building, 4th Floor, 7-9-20 Ginza, Chuo-ku, Tokyo
3. Concept: "A premium beer hall presented by Yebisu, the company that created Japan's first beer hall."
Yebisu, which opened Japan's first beer hall in 1899, is redefining the beer hall concept to suit modern lifestyles while inheriting its history and tradition. Through a diverse range of beers and food experiences unique to Yebisu, which has pioneered Japan's beer hall culture, we will create a new beer hall culture.
4. Feature ① All-you-can-drink course that also includes additional dishes <br />In addition to the all-you-can-drink and course meal, the plan also includes additional dishes and ingredients that our staff will serve to you while guiding you through the restaurant. You can enjoy beer, food, and time with your friends to your heart's content without worrying about additional charges or ordering each time.
② A diverse range of Yebisu brands and a unique beer hall serving style <br /> You can enjoy a variety of Yebisu brands, including Yebisu Beer, Yebisu Premium Black, Amber Yebisu, and Yebisu Premium Ale. Yebisu Beer is served in "YEBISU BEER HALL TOKYO" original tumblers, a modern reinterpretation of the tumblers used in beer halls in 1899, creating a unique beer hall atmosphere.
③ Service presentations to liven up the store <br /> We plan to have staff members walk around the store introducing the dishes and ingredients. Through conversations with staff and a sense of unity throughout the store, we will create a lively and exciting atmosphere unique to a beer hall.
5. Business Hours: Monday to Thursday: 17:00 to 22:00
Friday: 17:00 – 22:30
Saturday: 15:00 – 22:30
Sunday: 15:00 – 22:00
*Business hours may change.
*Details regarding the reservation start date, reservation method, store website, etc. will be announced as soon as they are decided.
■ About Ginza Lion Building
Since the opening of Japan's first beer hall, "Ebisu Beer Beer Hall," in Ginza 8-chome in 1899, Ginza has a long history as the birthplace of beer halls. The Ginza Lion Building, built in 1934, is a historic building located in the traditional Ginza 7-chome. The first to third floors house the traditional "Beer Hall Lion," "Beer Restaurant Lion," and "Washoku Beer Hall Masu-Masu," and are enjoyed by many customers as a place where they can experience the history of beer.
As part of this renovation, we will be opening "Sapporo Draft Beer Black Label BEER AJITO" and "YEBISU BEER HALL TOKYO" on the 4th floor. In addition, we are planning to open a new type of establishment by Sapporo Lion on the 5th floor in December.
Based on the concept of "connecting people through toasts and connecting history through memories," this venue will evolve into a hub responsible for preserving beer culture and creating new experiential value.
■ About Sapporo Draft Beer Black Label
Sapporo Draft Beer Black Label has been loved by many customers since its birth in 1977 under the name "Sapporo Bottled Draft Beer." At a time when heat-treated beer was the mainstay, it was a pioneering product that ushered in the era of draft beer. Its perfect balance of malty flavor and refreshing aftertaste makes it a drink you'll never tire of. It is also characterized by its beautiful, creamy white foam that keeps the taste and aroma fresh. Black Label aims to be a beer loved by adult beer lovers, delivering the joy of choosing a beer that suits your personality and the joy of expressing your adult self.
Furthermore, since 2019, Sapporo has operated "Sapporo Draft Beer Black Label THE BAR," a flagship beer bar for "Sapporo Draft Beer Black Label," in Ginza, Tokyo, offering an experience where customers can savor the deliciousness of draft beer with an unwavering commitment to quality, while also experiencing the world of Black Label.
■ About Yebisu Beer
Since its inception in 1890, Yebisu Beer has remained committed to the authentic taste of Germany, and as a pioneer of genuine beer, it has continuously refined its flavor.
Made with 100% malt, Yebisu yeast, and a generous amount of Bavarian aroma hops, and aged for a long period.
It is characterized by its rich, full-bodied flavor, woven together by carefully selected ingredients and manufacturing methods.
In the 2025 renewal, marking its 135th anniversary, the malt blend was meticulously adjusted to create an even richer, more lingering flavor and a more beautiful golden color.
[Sapporo Beer] From the press release
<Related articles from the past>
[NEW OPEN] JEAN FRANÇOIS, a bakery inheriting the skills and spirit of an MOF award-winning chef, will open in Yurakucho on August 26th (Wed)!