Since its launch in 1977, Sapporo Draft Beer KURO LABEL has continuously sought the “perfect draft beer” with a perfect balance of barley and refreshing aftertaste, with its unwavering attention to ingredients and brewing techniques. The goal of the project was to design the “perfect” beer glass that maximizes the flavor and aroma of the draft beer KURO LABEL. 

KURO LABEL is well recognized for its multiple distinct flavor profiles, beginning with the “first sip”, the “middle”, and ending with the “last sip”, taking your palate through a journey of complex flavors and pleasures in one drink. To maximize the richness and aroma of the beer, a glass with three different mouthfeels  was designed. While the front and back of the glass have a typical straight side, the left side dips into a curve while the right extends out into a bulbous shape, creating an asymmetrical figure.

Starting the drink on the straight side, the beer trickles down the center of your tongue, delivered straight to the back of the mouth for a crisp refreshing finish. Rotating the glass to drink from the dipped curvaceous side, the bulb on top fully captures the aroma, allowing for the wide rim to fill your mouth with a mellow, rich aroma and bouquet of liquid.  Finally drinking from the bulbous side, the beer instantly hits the middle of your tongue, also giving the intuition to control the amount consumed in a mouthful, ensuring a full appreciation of the rich flavors.

The glass emphasizes the changes in the flavor of beer with its three distinct mouthfeels, offering a way to savor multiple experiences within a single glass.

Sapporo Breweries Limited
Yuto Suzuki
Tsunehiko Okazaki