The design of a beer company’s tap handle is often the first thing that a customer will see when bellying up to the bar. The handle evokes the general spirit of the brand and how it is positioned is critical.
Sapporo Beer introduced its katana tap handle in 2010 at the launch of the “Legendary Biru” campaign in Canada, being just one critical element. The design of the tap handle was one component of the fully-integrated launch of this campaign. After their great success, the beer company introduced this iconic sword tap handle in the U.S. market as well.
In Canada, Japan was seen as mysterious and exotic — steeped in tradition, yet remarkably futuristic — and the target market in Canada was truly fascinated by its ancient iconography and values. Sapporo’s longtime partner, Taphandles, (www.taphandles.com) helped bring the beer brand’s ideas to life through exceptional design, product development, and manufacturing.
One year into its existence, the Sapporo sword tap handle was a finalist in the 2011 Cannes Lions Festival, in the Design category.
