Chug it with kick: Oriental Brewery appeals with stronger alcohol, extra coldness
Oriental Brewery (OB) is fueling the country’s beer market with its latest products that offer stronger alcohol content and extra cooling sensation, driving a new consumer trend amid ongoing summer heat. For over a decade, the company, which has dominated the Korean market with its Cass brand, has focused on releasing drinks with low alcohol concentrations. It is now attempting to reverse that trend, targeting consumers who prefer stronger alcoholic beverages, drink less in quantity and spend less overall. The company earlier this month launched Cass Fresh ICE in a limited quantity for the summer season, claiming the new beverage has a cooling sensation no other OB products have. Last month, the company also released Cass Lemon Squeeze 7.0, with an alcohol by volume (ABV) of 7 percent, up from its usual 4.5 percent. Their pop-up store for Lemon Squeeze 7.0 in Seoul’s trendy Seongsu-dong area drew over 12,000 visitors in 10 days. OB said this product was a measure to target consumers with diversified tastes in alcoholic beverages. The product’s recipe included not just the alcohol b
Jul 18, 2025By Ko Dong-hwan