This is not as stupid as it seems. Sapporo Brewery’s “Chocolat Brewery” is a crazy idea that works on so many levels. Think of bitter chocolate with 100% cacao. Now think of bitter beer. Now think “hmmmmmmm, chocolate beer”.
The aroma of chocolate matches the beer quite well. Think of those crazy Belgian Lambic beers (Peach is the surprise combination in an otherwise disappointing range of flavours) and you’ll probably think even less of adding chocolate to beer.
Believe me, you must try this beer.