What is Oriental Brewery launching in Korea’s soju market, and when will Charlang be sold?

Oriental Brewery is launching Charlang, its first soju product, as a zero-sugar drink made with Jeju Island water. The company said it will reach the market in late September.

Why did Oriental Brewery enter the soju business with Charlang?

OB said the move follows its acquisition of Jeju Soju from Shinsegae L&B, which gave it a foothold in the soju market. The company said the launch is part of efforts to offer more beverage choices and expand beyond beer.

How will Oriental Brewery distribute Charlang at first?

Charlang will be produced entirely at OB’s plant in Jeju and sold initially in Seoul, surrounding areas and selected parts of Jeju Island. It will first be available only through on-premise channels, with possible later expansion to off-premise sales.

Oriental Brewery enters soju market with zero-sugar 'Charlang'

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Summary

Oriental Brewery is entering Korea’s soju market for the first time with Charlang, a zero-sugar soju made with Jeju Island water. The company said the product will go on sale in late September and will be produced entirely at its Jeju plant. OB said the launch follows its acquisition of Jeju Soju from Shinsegae L&B and will begin with sales in Seoul, nearby areas and selected parts of Jeju Island.

Key Facts

Charlang has an alcohol content of 15 percent and is designed to reduce artificial aroma and sweetness found in some soju products.
The water used in Charlang comes from eastern Jeju’s volcanic bedrock, and sea salt is added to give it a subtle savory note.
OB plans to sell Charlang first through on-premise channels such as restaurants and bars before possibly expanding to hypermarkets and convenience stores.
The bottle uses blue tones and wave patterns inspired by Jeju’s sea and natural landscape.

By Ko Dong-hwan

Published Aug 31, 2026 10:42 am KST
Updated Aug 31, 2026 12:27 pm KST

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.”

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