1) in many ways it looks very similar to the 7-Eleven and Suntory collaboration on "The Brew", a discount 3rd category beer with a superior taste (my opinion). This collaboration is on a 1st category or "real" beer, so it is naturally more expensive than The Brew.
2) 7-Eleven is working with the big Japanese brewers to produce to quality PB brands. It also looks like they are trying to be careful not to alienate anybody in the process. First Suntory, then Sapporo, I would not be surprised if the next collaboration is with Asahi or Kirin. Since Suntory and Sapporo are in the 3rd and 4th places respectively, it might have been easier to start with them and then move to the top players.
3) this product is advertised as having a dry taste 辛口ドライ and comes in a silver can, which obviously creates a strong comparison with Asahi Dry, the best selling brand in Japan.
and
4) three points are noted as making this beer special: use of 100% malt, subzero degree aging 氷点下熟成 , which is a Sapporo process for avoiding bitter taste (the wort is immediately cooled), and another special Sapporo process called high fermentation which I cannot find an explanation for although it is mentioned for various Sapporo products starting at least 5 years ago 高発酵製法.
http://www.sej.co.jp/products/100malt.html
Photo is a web capture for explanatory purposes, copyright belongs to the company.
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