Sapporo Beer Makes English Spelling Mistake, Customers Don't Care
Sapporo Breweries were set to launch a new beer called Kaitakushi Beer Tailored, which used the same traditional manufacturing methods as Japan's first beer factory, Kaitakushi Brewery, founded in Sapporo, Hokkaido, in 1897. Four days before the exclusive Family Mart release on January 12th, Sapporo Breweries announced the beer would not be sold. The beer was not being canceled due to any problem with the beer itself. The problem was spelling mistake on the label. The cans had "Lagar" instead of "Lager" printed on them.
The company decided to cancel the release, and issued this statement: “Due to incorrect spelling found in a section of the Kaitakushi Beer Tailored product design, we have decided to discontinue sales. We sincerely apologize for the inconvenience to customers.”
Sapporo Breweries' customers responded by social media to say they didn't care about the spelling error, they wanted the beer. Some expressed concern about the wastage of the product. Sapporo Breweries listened their customers and sent out this message in response: “On Jan 13, we cancelled the decision to suspend sales and would like to inform you that the product will now go on sale on Feb 2. We would like to thank you for your warm opinions and sincerely apologize for the inconvenience caused to so many customers due to the policy change. We announced on Jan 8 that we would cancel sales due to a spelling error in a part of the design on this product. However, following the announcement, people voiced concerns about what would happen to the product and a large number of people expressed their desire for it to go on sale. Therefore, after careful consideration by both companies [Sapporo and FamilyMart] we took the opinions of our customers seriously and decided to revoke the decision to cancel sales.”
Customers were thrilled. You can find this limited edition release at Family Mart stores beginning February 2nd, selling for 219 yen for the 350 ml can and 286 yen for the 500 ml can.
Pamela: It is good they are listening to their customers, after all it is the customers that keep a company going. These cans will be collectors items due to the mistake. Have a lovely day
I'm glad the product won't be dumped. It is interesting that the company were so sensitive about the spelling error in the first place. Surely the majority of their customers would never have known?
I agree with Catherine, these cans will be heading for the museums and get historic value. In stead of just another type of beer, this will have a 'story' to tell.
I think that was a smart decision. If they had just released it (with or without comment), people might have made fun of them. Now, the people demanded the beer to be released, spelling error and all, and that makes for much better publicity!
I wonder who would have noticed the spelling mistake if it hadn't been made so public? And the beer will taste the same! 😁
ReplyDeletePamela: It is good they are listening to their customers, after all it is the customers that keep a company going.
ReplyDeleteThese cans will be collectors items due to the mistake.
Have a lovely day
Catherine
I'm glad the product won't be dumped. It is interesting that the company were so sensitive about the spelling error in the first place. Surely the majority of their customers would never have known?
ReplyDeleteI agree with Catherine, these cans will be heading for the museums and get historic value. In stead of just another type of beer, this will have a 'story' to tell.
ReplyDeleteThey will become collectors editions and in 30 years you will see cans of stale beer at antique markets!
ReplyDeleteIt’s good they weren’t scrapped! Will be interesting to see if people drink them or save them - I would think they would drink them!
ReplyDeleteBarbara x
I think that was a smart decision. If they had just released it (with or without comment), people might have made fun of them. Now, the people demanded the beer to be released, spelling error and all, and that makes for much better publicity!
ReplyDelete