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Oriental Brewery enters soju market with zero-sugar 'Charlang'
Charlang
By Ko Dong-hwan
Oriental Brewery (OB), an AB InBev-owned brewer best known for its Cass beer brand, is entering Korea’s soju market for the first time with “Charlang,” a zero-sugar soju made with water from Jeju Island.
The company said Monday that Charlang will hit the market in late September, marking a new chapter for OB as it expands beyond its core beer business.
OB’s move into the soju business follows its acquisition of Jeju Soju from Shinsegae L&B, giving the company a foothold in the soju market and expanding its beverage portfolio beyond beer.
Charlang is made with water sourced from eastern Jeju’s volcanic bedrock. OB said the water, naturally filtered through volcanic rock, gives the soju a milder taste, while sea salt adds a subtle savory note.
The 15 percent alcohol-by-volume soju is designed to reduce the artificial aroma and sweetness found in some soju products, according to the company.
The product’s name and branding draw inspiration from Jeju’s natural landscape. Charlang evokes the image of gentle waves and a tranquil setting for sincere conversations. The bottle features blue tones and wave patterns inspired by the sea.
Charlang will be produced entirely at OB’s plant in Jeju. The company plans to initially focus sales on Seoul and surrounding areas, as well as selected parts of Jeju Island.
The soju will initially be available only through on-premise channels, including restaurants and bars. OB said it may expand distribution to off-premise channels, such as hypermarkets and convenience stores, in the future.
OB said its core focus remains on leading the domestic beer market and expanding Cass’s global presence. The company plans to leverage Cass and Jeju Soju to capitalize on growing global interest in Korean culture, food and beverages.
“The launch of Charlang is the result of our efforts to offer consumers more choices and diverse beverage experiences,” Oriental Brewery Senior Vice President Koo Ja-beom said.
“As a company that has led Korea’s alcoholic beverage industry for nearly a century, we aim to play a pivotal role in spreading Korean soju and promoting K-culture.”