Brandwave

How popular isSapporo?

In October 2026, people searched for Sapporo by name about 135,000 times worldwide, a 22.7% increase from the previous year. These searches made up 33.5% of all global Japanese beer brand searches, placing Sapporo second out of seven brands. When we asked both ChatGPT and Google AI Overviews about Japanese beer brands, Sapporo appeared in all answers and was the second most recommended of the seven.

Search and AI answers in October 2026

Sapporo is the second most searched of 7 competitors and the second most recommended in the AI answers we collected.

  1. AsahiShare of searches 33.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. SapporoShare of searches 33.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. KirinShare of searches 20.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. OrionShare of searches 5.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th
  5. SuntoryShare of searches 3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th

+2 more

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Top Japanese beer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sapporo appeared in all five answers. Sapporo is the second most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Asahi1st
  2. Sapporo2nd
  3. Kirin3rd
  4. Yebisu4th
  5. Suntory5th
  6. Hitachino Nest6th
  7. Orion7th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Asahi5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Sapporo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kirin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Yebisu5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hitachino Nest4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Orion3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Suntory3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers

See every answer about Japanese beer brands

5 answers

Brands are shown in the order each answer named them. The survey took place in the United States on October 25, 2026.

How often do people search for Sapporo compared with other Japanese beer brands worldwide?

Sapporo against Japanese beer brands worldwide, by month

Share of searches by month for Asahi, Sapporo, Kirin, Orion, Suntory, Yebisu. The figures are in the table below the chart.

View monthly share of searches table
MonthAsahiSapporoKirinOrionSuntoryYebisuHitachino Nest
Nov 202534.6%34.6%18.9%4.7%2.5%3.8%0.91%
Dec 202534.2%34.2%20.6%3.8%2.5%3.8%0.9%
Jan 202630.7%37.4%20.4%4.1%2.2%4.1%0.99%
Feb 202631.7%38.5%19%4.2%2.3%3.5%0.84%
Mar 202630.7%37.4%20.4%4.1%2.2%4.1%0.99%
Apr 202630.5%37.1%20.3%5%2.7%3.3%0.98%
May 202633.2%33.2%22.2%4.5%2.4%3.7%0.87%
Jun 202638.9%31.7%19.5%4.3%1.9%2.9%0.84%
Jul 202629.6%36%22.1%5.9%2.2%3.2%0.95%
Aug 202630.4%37.3%20.3%6.1%2.2%2.7%0.8%
Sep 202631.3%38.4%19.2%5.1%2.3%2.8%0.82%
Oct 202633.5%33.5%20.5%5.5%3%3%0.89%

  1. 1.Asahi

    33.5%

    Moved from 2nd to 1st. 135K estimated branded searches, +22.7% vs prior month. Share +2.2 points.

  2. 2.Sapporo

    33.5%

    Moved from 1st to 2nd. 135K estimated branded searches, 0% vs prior month. Share -4.9 points.

  3. 3.Kirin

    20.5%

    Held 3rd. 82.6K estimated branded searches, +22.2% vs prior month. Share +1.3 points.

  4. 4.Orion

    5.5%

    Held 4th. 22.2K estimated branded searches, +22.7% vs prior month. Share +0.4 points.

  5. 5.Suntory

    3%

    Moved from 6th to 5th. 12.1K estimated branded searches, +49.4% vs prior month. Share +0.7 points.

  6. 6.Yebisu

    3%

    Moved from 5th to 6th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.2 points.

  7. 7.Hitachino Nest

    0.89%

    Held 7th. 3.6K estimated branded searches, +24.1% vs prior month. Share +0.1 points.

Compare popularity between Sapporo and its closest rivals

Every comparison with Sapporo

6 comparisons

How has branded search demand for Sapporo changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Sapporo worldwide rose from 110K to 135K.
  • Across the 12 months ending October 2026, Sapporo’s share of searches among Japanese beer brands worldwide decreased from 34.6% to 33.5%.
  • Across the 12 months ending October 2026, Sapporo’s share of searches among Japanese beer brands worldwide peaked at 38.5% in February 2026 and was lowest at 31.7% in June 2026.

How did search popularity change for Japanese beer brands worldwide in October 2026?

6 changes

  1. In October 2026, Asahi overtook Sapporo to become the leader among Japanese beer brands worldwide, with 33.5% of the searches.

  2. In October 2026, Suntory overtook Yebisu to rank 5th among Japanese beer brands worldwide, with 3% of the searches.

  3. In October 2026, Kirin gained share of searches among Japanese beer brands worldwide, from 19.2% to 20.5%.

  4. In October 2026, Sapporo lost share of searches among Japanese beer brands worldwide, from 38.4% to 33.5%.

  5. Estimated monthly branded searches for Orion worldwide rose 50% over 12 measured months, from 14.8K to 22.2K in October 2026.

  6. Estimated monthly branded searches for Hitachino Nest worldwide rose 24.1% over 12 measured months, from 2.9K to 3.6K in October 2026.

How are Sapporo’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Sapporo’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • sapporo beer

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