Sapporo Beer Factory Tour: Highlights, Souvenirs, and a Genghis Khan BBQ You Can Eat On-Site

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Takuma Oka (岡 拓馬)

こんにちは、岡 拓馬（おか たくま）です。
このブログでは、海外ノマド×SEO×ストック収入をテーマに、自分の経験や学びを発信しています。

高校卒業後は料理人としてスタートし、その後、航空自衛隊での勤務を経て、2016年からWebライター・SEOコンサルタントとして独立。現在は、海外の外資系企業と契約しながら、フルリモートで働いています。拠点はアジア各国を転々としており、最近はベトナムやタイ、マレーシア、フィリピンなどでノマド生活をしています。

執筆者

When people think of Sapporo, the first thing that often comes to mind is Sapporo Beer. You’ll find it everywhere in Hokkaido—at izakayas, bars, and restaurants. What many don’t know, however, is that Hokkaido is the birthplace of beer in Japan.

On my recent trip to Sapporo, I visited the Sapporo Beer Hokkaido Brewery, where you can tour the facilities, learn about the brewing process, and even enjoy a tasting session of freshly brewed beers. In this article, I’ll share the highlights of the factory tour, how to get there, and why you should definitely add it to your Sapporo itinerary.

Highlights of the Sapporo Beer Factory

The Sapporo Beer Hokkaido Brewery is more than just a production site—it’s a place where visitors can discover how Japan’s iconic beer is made. The factory tour gives you a behind-the-scenes look at the brewing process, from raw ingredients like barley and hops to the final stages of fermentation and packaging.

One of the biggest highlights is the beer tasting session at the end of the tour, where you can compare the classic Sapporo Black Label with the Hokkaido-exclusive Sapporo Classic. The contrast in flavors gives you a deeper appreciation of Sapporo’s brewing tradition.

It’s an experience that combines education, entertainment, and, of course, the joy of tasting freshly brewed beer—making it a must-do activity for anyone visiting Sapporo.

How to Get to the Sapporo Beer Hokkaido Brewery

The easiest way to reach the brewery is by train. From Sapporo Station, take the JR line and get off at Sapporo Beer Teien Station. Once you exit, turn left and follow the sidewalk along the road for about five minutes—the brewery will soon come into view.

If you’re driving, there’s a free parking lot available. However, keep in mind that someone in your group won’t be able to enjoy the freshly brewed beer if you go by car. For that reason, the train is the best option.

When you arrive, you’ll see signs pointing toward the on-site restaurant. This building also serves as the exit for the factory tour, so you’ll end up here again later. To join the tour, simply check in with the staff at the front desk.

After registering, a free shuttle bus takes you from the reception area to the tour entrance. The bus looks unique but feels like a regular city bus inside. On my weekday visit, I had the bus all to myself—a private ride to beer heaven!

Fun fact: the brewery grounds are enormous, roughly the size of six Tokyo Domes.

Inside the Sapporo Beer Factory Tour

The tour lasts about one hour and begins in the lobby, where friendly staff guide you through the history of Sapporo Beer. Using easy-to-follow panels and displays, they explain how beer production first began in Hokkaido as part of the region’s early development projects.

From there, you’ll move through different sections of the brewery to learn about the ingredients:

• Barley — dried and malted before brewing.
• Hops — grown under contract in Japan, Germany, and other countries, harvested with machines since the vines grow up to 10 meters tall.
• Water — one of Hokkaido’s greatest natural resources, prized for its clarity and taste. The quality of the water is one of the main reasons a brewery was built here.

You’ll also see how ingredients are mashed with water and heat to release starches, then fermented with yeast to create what’s called “young beer.” Depending on whether the liquid is filtered or heat-treated, it becomes either a draft beer or a lager.

The tour also includes a look at the production line, where cans and bottles move rapidly along the conveyor belts. Photography isn’t allowed here, but it’s fascinating to watch the scale of the operation.

If you’re lucky, staff will give a demonstration with the can-sealing machine and hand out a unique souvenir—a Sapporo Classic coin bank made from an actual beer can top. It holds ¥500 coins and can store up to about ¥120,000 when full!

Taste Test: Comparing Sapporo Black Label and Classic

At the end of the tour, visitors are treated to a beer tasting session featuring two of Sapporo’s most iconic brews:

• Sapporo Black Label – A balanced, standard flavor that’s sold nationwide. The nickname “Black Label” came from customers who referred to the dark-colored label on the original bottles.
• Sapporo Classic – A Hokkaido-exclusive beer with a lighter, crisper taste. Many people take it home as a souvenir since it’s only available in the region.

You’ll first receive a glass of Black Label along with a small snack, then move on to Classic for comparison. Personally, I found Classic smoother and easier to drink, with a refreshing finish.

After the tasting, staff demonstrate the proper way to pour and the best way to drink Sapporo beer so you can enjoy its flavor to the fullest.

How to Pour Sapporo Beer the Right Way

When it comes to beer, pouring technique makes all the difference. During the tour, staff demonstrate the ideal way to pour a glass so the aroma and taste are at their best.

Here’s the method they teach:

1. First pour – Hold the glass at a slight distance and pour with a strong stream until the foam reaches about 60% of the glass.
2. Pause and let it settle – Wait for the larger bubbles on top to calm down.
3. Second pour – Gently pour more beer until the foam rises again.
4. Final touch – Repeat if needed, finishing with a smooth, creamy head.

The golden ratio is 30% foam and 70% liquid. When done correctly, the fine bubbles form a beautiful, rich head that makes the beer look—and taste—much better.

How to Drink Sapporo Beer for Maximum Flavor

It’s not just about how you pour the beer—the way you drink it matters, too. The fine foam on top isn’t just for looks; it acts like a lid, keeping the carbonation and aroma from escaping.

Here’s what the staff recommend:

• Sit up straight, lift your chin slightly, and let the beer flow smoothly down your throat.
• Use your upper lip to hold back the foam while allowing only the beer to pass through.

This way, you get the crisp, refreshing taste of the beer while the foam locks in the aroma and bubbles. I tried it myself, and it really did make the beer taste noticeably better—smooth, full, and satisfying.

Enjoy Genghis Khan BBQ at the Brewery Restaurant — No Reservation Needed

At the end of the factory tour, you’ll find Valhalla, a restaurant right by the exit where you can enjoy freshly brewed Sapporo beer along with Hokkaido’s famous Genghis Khan (grilled lamb barbecue).

This spot is especially popular because:

• You can walk in without a reservation.
• An all-you-can-eat plan costs a little over ¥3,000.
• Plenty of à la carte dishes and affordable lunch sets are available.

On my visit, I ordered the miso-flavored Genghis Khan set for around ¥1,500, paired with a cold Sapporo Classic. The lamb was tender, the dipping sauce was made specifically for Genghis Khan, and everything matched perfectly with the beer. It was so delicious that I found myself wanting seconds.

If you have time after the tour, this is the perfect way to finish the experience—great food and freshly poured beer in the same place where it’s brewed.

Final Thoughts: Tour the Brewery, Then Feast on Genghis Khan

Visiting the Sapporo Beer Hokkaido Brewery was more than just a casual stop—it was a chance to learn about the history of beer in Japan, discover the proper way to pour and drink beer, and enjoy fresh brews right where they’re made.

For beer lovers, this is an absolute must when visiting Hokkaido. Between the tasting session, the hands-on lessons, and the mouthwatering Genghis Khan barbecue at the on-site restaurant, it’s an experience that combines culture, history, and flavor in one unforgettable visit.

By the time you leave, don’t be surprised if your cheeks are a little red and your steps a little unsteady—that’s part of the fun. Cheers to Sapporo! 🍺