Brick buildings overshadowed by a giant shopping mall make up the public face of Sapporo's most famous export. Here you'll find a small museum with signage mostly in Japanese that reveals the development of bottle and label designs and depicts decades of cheesecake shots from advertising posters. For ¥200, you can taste the brews: Black Label is most popular, and Classic is only available in Hokkaido. Also available are tea and soft drinks for ¥100.
In the evening
the cavernous Sapporo Biergarten is filled with serious drinkers tackling the tabe-nomi-hodai (all-you-can-eat-and-drink) feast of lamb barbecue and beer (¥3,770 perperson). The catch: You have to finish within 100 minutes. To get here, take a 15-minute Sapporo Walk circular bus from the train station. It's a ¥1,000 taxi ride.