Sapporo Launches Nomigotae <Ultra Sugar-Free> RTD Beverage Series on March 17th

Sapporo Beer is launching a new line of ready-to-drink (RTD) beverages called "Sapporo Nomigotae " on March 17th, 2026. The lineup includes two flavors: Lemon Sour and Grapefruit Sour, both designed to deliver a bold, bitter drinking experience without sweetness.

Addressing a Growing Market Need

The RTD market has seen significant shifts in recent years. With rising prices and alcohol tax reforms, more consumers are combining beer-style beverages with RTDs in their drinking occasions. This has created increased demand for RTDs that aren't sweet. However, many consumers feel that existing low-sugar options lack depth, with common complaints including "doesn't pair well with meals despite the lack of sweetness" and "all sugar-free chuhai taste the same."

Research indicates that approximately 70% of consumers who drink both beer-style beverages and RTDs feel that RTDs lack satisfying body and depth.

Product Features

The new Nomigotae series addresses these concerns with several key features:

Premium Peel Extract: The beverages use a specially developed "Premium Peel Extract" that concentrates the bitter flavors from fruit peels, creating a full-bodied taste profile.

Ultra Sugar-Free Formula: Rather than meeting the standard "sugar-free" threshold (less than 0.5g sugar per 100ml), these products qualify as "ultra sugar-free" (less than 0.1g sugar per 100ml). This dramatically reduced sugar content allows the fruit flavors to stand out more prominently.

5% Alcohol Content: Both varieties contain 5% alcohol by volume, positioning them as suitable first-drink options that provide genuine satisfaction.

Media Launch Event

On February 18th, Sapporo Beer held a media event to introduce the new brand. Shimowada from the Beer & RTD Division explained the company's RTD strategy, noting that their canned RTD category has achieved five consecutive years of record sales since 2021, consistently outpacing overall market growth. The company plans to continue strengthening its RTD offerings through collaboration with domestic food and beverage divisions and by developing high-value products.

Takahara, the brand manager for Nomigotae , outlined the product development approach, explaining that the series was created in response to changing market dynamics following the 2026 alcohol tax rate reforms. The focus was on consumers who regularly drink both beer-style beverages and RTDs, with the goal of proposing new value to the RTD market.

Lemon Sour Details

Product Name: Sapporo Nomigotae Lemon Sour

Package Sizes: 350ml can, 500ml can

Category: Spirits (Sparkling)

Alcohol Content: 5%

Pure Alcohol Content: 350ml can: 14g, 500ml can: 20g

Release Date: March 17th, 2026 (Tuesday) - Nationwide

Suggested Retail Price: 350ml can: ¥164, 500ml can: ¥223 (prices excluding tax)

Design Features:

• Bold, distinctive font that visually communicates "drinking satisfaction"
• Three-layer background design expressing "lemon's deliciousness," "Premium Peel Extract quality and complexity," and "sour refreshment"
• Yellow and gold color scheme conveying the approachable appeal of a classic lemon sour

Taste Profile:

• Bitter, non-sweet drinking satisfaction
• Made with Premium Peel Extract concentrating fruit's bitter flavors
• Ultra sugar-free specification with sweetness stripped away (less than 0.1g sugar per 100ml)

Grapefruit Sour Details

Product Name: Sapporo Nomigotae Grapefruit Sour

Package Sizes: 350ml can, 500ml can

Category: Spirits (Sparkling)

Alcohol Content: 5%

Pure Alcohol Content: 350ml can: 14g, 500ml can: 20g

Release Date: March 17th, 2026 (Tuesday) - Nationwide

Suggested Retail Price: 350ml can: ¥164, 500ml can: ¥223 (prices excluding tax)

Design Features:

• Bold, distinctive font that visually communicates "drinking satisfaction"
• Three-layer background design expressing "grapefruit's deliciousness," "Premium Peel Extract quality and complexity," and "sour refreshment"
• Green and gold color scheme conveying the approachable appeal of a classic grapefruit sour

Taste Profile:

• Bitter, non-sweet drinking satisfaction
• Made with Premium Peel Extract concentrating fruit's bitter flavors
• Ultra sugar-free specification with sweetness stripped away (less than 0.1g sugar per 100ml)

Sales Target

The combined Nomigotae brand sales target is 1.5 million cases (calculated as 350ml × 24 cans per case).

About the Nomigotae Brand

The Nomigotae brand offers a bitter, non-sweet drinking experience that provides genuine satisfaction, making it ideal as a first drink. By using Premium Peel Extract that concentrates fruit's bitter flavors and achieving an "ultra sugar-free" formulation (less than 0.1g sugar per 100ml, rather than the standard "sugar-free" threshold of less than 0.5g per 100ml), the beverages deliver a profound drinking satisfaction where fruit flavors truly stand out.

For more information, visit the brand website: https://www.sapporobeer.jp/nomigotae_tyomutou/