There’s a new beer in town, in Japan, in Kyushu Island. To help fund the recovery and reconstruction efforts of Aso Shrine and Kumamoto Castle, Japanese beer maker, Sapporo, is releasing a special edition on March 22. Part of the proceeds from the sale of Sapporo Black Label will be donated towards the reconstruction efforts.
Japan has had terrible natural disasters in the last few years including the 2011 earthquake and tsunami, and 2016 earthquake. The Strong earthquake last year left at least 50 dead, 3,000 injured and severe damages to personal and public properties in Kumamoto and Oita Prefectures. A slew of cultural properties in these two regions suffered damage including the Aso Shrine and Kumamoto Castle.
Sapporo has stepped into support the recovery and reconstruction efforts of these two institutions financially. There is no better time to drive a fundraising effort in Japan than the cherry blossom season. Two events, the anniversary of the earthquake and the cherry blossom season approaching, Sapporo found the perfect time to encourage all to drink special edition beer and help the efforts.
Even for non-Japanese living in the region, it is easy to identify the special edition even if yo don’t read Kanji. The packaging feature a Japanese castle with cherry blossoms blooming against a beautiful blue sky. Sapporo will contribute ¥10 to the Kumamoto Castle fund from every Sapporo Black Label can they sell. The cans will be sold in Kyushu’s eight prefectures: Fukuoka, Saga, Nagasaki, Kumamoto, Oita, Miyazaki, Kagoshima, and Okinawa.