Directly connected to Ginza Station! Renewal of the bar specializing in Black Label, where you can enjoy the "perfect first glass"!

July 10, 2025

Sapporo Draft Beer Black Label The Bar, which opened in Ginza, Tokyo in July 2019, has been gaining support as a brand experience center that offers the "perfect draft beer" when customers visit the store, based on the belief that "the most delicious beer is the first glass. On July 5, 2025, the store will be renovated to further deepen the quality, experience, and world view. On July 5, 2025, the store underwent a remarkable renewal that further deepened the quality, experience, and worldview of the store.

What this article will tell you

Why is Sapporo Black Label THE BAR renewed in July 2025?
The "Perfect Changer 3.0" changed the beer foam experience.
New ways to enjoy Black Label brought about by three different pouring methods
High quality space experience created by a chic standing bar in Ginza
The full picture of "fanning" strategies spreading through rules of use and services.

Draft Tower x Message Wall.
Experience the brand philosophy

New Original Draft TowerOur commitment to quality takes shape. Custom-built equipment designed to pour the perfect cup.
message wallThe "Adult Elevator" TV commercials are presented in an artful way, so that visitors are immersed in the brand message every time they visit.
Branding integrated menuThe menu book is a fusion of the brand story and the world view of Black Label. The experience is designed through the "pleasure of reading".

Revolution in foam quality
Perfect Changer 3.0 dramatically improves "aroma and carbonation retention".

The centerpiece of the renewal is the newest beer server, Perfect Changer 3.0. The fineness of the foam has been dramatically improved, and both the appearance and mouthfeel are on another level compared to previous versions. The foam plays an important role in slowing down oxidation by supporting the retention of flavor and carbonation, like a lid covering the liquid.

Three different Black Label experiences to choose from based on the "pouring method.

1. Perfect Black Label:

Complete achievement of 3C (Creamy/Clear/Cold)
Attractive creamy foam that flows without stress

first:
- Swing crank adopted for one-stroke pouring
- Refreshing sensation that goes down your throat is the main feature of this product.
hybrid:
- Mixes two pouring methods: perfect for liquids and swing for bubbles
- A perfect balance of gentle mouthfeel and bubbles.

Through the comparison of these three types of drinks, we have received many comments such as, "I am no longer satisfied with ordinary restaurants.

Excellent accessibility and interior design create a "Ginza-like" atmosphere.

location (e.g. of industry)Ginza 4-chome Intersection ticket gate of Tokyo Metro Ginza Station: Direct access to Exit A4.
store interiorThe standing bar is chic with a black base color.
Style of UseThe concept is embodied in the concept of enhancing the start of the evening by providing the best possible experience for the first drink.

Rule design and pricing plans for convenience and turnover

(data) item	Contents
Limit on number of orders per person	Up to 2 drinks (each person is guaranteed the "perfect first drink")
Price	Black Label 700 yen (tax included)
Payment Method	Cashless payment only (cash not accepted)
Glass Storage Service	500 yen per year, deposited on the shelf (first 70 people starting the first day of each month).

This mechanism improves the turnover rate and is also a mechanism that leads to return visits.

Success by the numbers
Strong performance before and after renewal

Number of visitors: Jan-Jun 2025 is about +10% y/y.
Word of mouth evaluation: 4.5 Google reviews (about 700).
quality rThe beer is also highly supported by those who have experienced it, saying, "I won't be satisfied with draft beer from a store around here and there.

These achievements are the reason why we are positioned as "the highest achievement of the Black Label brand" rather than just a bar.

Newly established "CLUB ZONE" to provide a deep brand experience

CLUB ZONENewly built as a lounge space to deeply appreciate the feel and aroma of bubbles.
Sale of GoodsBlack Label: Black Label-related goods are also being developed in conjunction with a dedicated online store.
Experience for FansThe emphasis is not only on drinking, but also on the element of immersion in the brand story.

Why is Ginza and Black Label so hot?
Three major effects of the renewal

quality enhancement: Dramatic evolution of foam with Perfect Changer 3.0.
Experience DeepeningThe draft tower and message wall appeal directly to the five senses.
Inducement to come back to the store: Promotion of turnover x Storage services to encourage fanning.

An "evolved beer experience" that captivates Ginza drinkers.

With this renewal, "THE BAR" has further enhanced the "perfect first drink. The pours, the space, and the story are all integrated to elevate the act of drinking beer to a "taste". This is a must-visit spot for beer lovers and tourists seeking a fresh experience in Ginza.

Directly connected to Ginza StationExcellent accessibility with
Bubbles, pouring, atmosphereSpecializing in three points
Rules of Use and Service DesignStrategic fan acquisition with

The renewal of Sapporo Draft Beer Black Label THE BAR, the fruit of six years of evolution, is a step forward in redefining "beer as an experience. It is a store of note that will build the image of a beer bar for a new era.

Recommended for

1. Serious beer lovers who are particular about the taste and foam of their beer.
　→The quality of the bubbles, the pouring method, and the temperature control are all thoroughly controlled to ensure a "perfect raw" experience.

2. People who want to spend a date, entertainment, or quality time in Ginza.
　→This is a chic space befitting the adult town of Ginza, and is ideal for those who also want to emphasize atmosphere.

3. Tourists and SNS users seeking stylish and topical spots
　→Experiential bar with limited edition feel & crafty Black Label pour-over, a buzz you'll want to share.

4. People who want to enjoy high quality sake even in small quantities (value-oriented people with a two-drink limit).
　→The satisfaction of a "select few". By concentrating on two glasses of beer, you can have a deeper beer experience.

5. People who enjoy drinking while experiencing the world and story of the brand.
　→You can immerse yourself in the world of Black Label with the "Message Wall" and "Branding Menu".

Article Supervisor

Yuya Hachimine, CEO

Representative Director of ZENNO GROUP, Inc. known as a leader in the night work industry in Ginza. He worked for 14 years as a black-shirted worker in a high-class club in Ginza, and based on his experience, he provides various services for the industry. In order to improve the inefficient work system, he founded ZENNO GROUP Inc. and has contributed to the development of the industry.