Baek Byung-yeul is a journalist at The Korea Times focused on cultural content, including films and cultural events in South Korea. You can contact him at baekby@koreatimes.co.kr to share your insights.
OB launches Cass beer campaign ahead of Paris Olympics
Ben Verhaert, CEO of Oriental Brewery (OB), poses during an event to commemorate the partnership between its beer brand Cass and the International Olympic Committee (IOC), at the Walkerhill hotel, Wednesday, ahead of the 2024 Paris Olympics. Courtesy of OB
By Baek Byung-yeul
Oriental Brewery (OB) will participate as an official partner of the upcoming 2024 Summer Olympics in Paris to mark the 30th anniversary of its Cass beer brand, OB CEO Ben Verhaert said, Wednesday.
The company said Cass will be the first domestic alcohol brand to sponsor the Paris Games as an official partner of the International Olympic Committee (IOC). The quadrennial event will be held from July 26 to Aug. 11.
Ben Verhaert, CEO of Oriental Brewery (OB), speaks during an event to commemorate the partnership between its beer brand Cass and the International Olympic Committee (IOC) at the Walkerhill hotel in Seoul, Wednesday, ahead of the 2024 Paris Olympics. Courtesy of OB
"Cass, the country’s beer brand that has been present in moments when people celebrate and cheer for each other, is a beer brand that aligns with the spirit pursued by the Olympics, the world's biggest festival," the CEO of the Korean subsidiary of Anheuser-Busch InBev (AB InBev) said during a press event in Seoul.
The company said it will maximize summer peak season sales by raising brand awareness in the global market through the 2024 Paris Olympics, which will be held at the end of July. In particular, they plan to heighten the festive atmosphere by promoting their non-alcoholic beverage branded Cass 0.0.
The CEO emphasized Cass' role in this partnership, stating that Cass has been a symbol of the Korean beer scene and a medium for communication.
"Cass has established itself as a symbol of Korean beer culture, and beyond being just a beer, it has played a role as a medium for creating celebration, communication and memorable moments between people," Verhaert said.
"It is a great honor for Cass, which has been present in moments of passion and celebration at every global sporting event, to be part of the Olympics.”
OB also plans to perform on-site marketing for its Cass beer in Paris, aiming to widely promote the status of Korea's leading beer brand. During the Paris Olympics, OB plans to operate a Cass Pocha with the theme of "Korean drinking culture at the Korea House," near the Eiffel Tower. Pocha is derived from the Korean word “pojangmacha,” akin to a food cart in English.
"Cass Pocha will be remembered as another Korean wave. Look forward to the performance of Korea's representative beer on the world stage," Seo Hye-yeon, senior vice president of OB, said.