OB topped Korea's beer market in 2022 despite sluggish economy

OB CEO Ben Verhaert / Courtesy of OB

By Kim Jae-heun

The country's largest brewer, Oriental Brewery (OB), topped the local market last year.

According to Nielsen Korea's tally, OB accounted for 53.7 percent of household sales from January to November of 2022. Its flagship product, Cass Fresh, was ranked first among all beer brands with a 41.3 percent market share in its segment.

This is a meaningful achievement as 2022 was a year where the alcohol beverage industry started to pivot after a sharp drop in sales over the past few years.

“We sincerely thank consumers for their love and support for our beers last year,” an OB official said. “In 2023, OB will continue to strive to improve the taste and quality of our products as the No. 1 beer company.”

OB accomplished 53 percent year-on-year growth in the market, from June to August when beer sales generally peak.

The beer maker also ranked first as both manufacturer and brand in the non-alcoholic beverage market.

Its beer products such as Cass 0.0, Budweiser Zero and Hoegaarden Zero led the emerging non-alcohol market, securing 42.7 percent of the manufacturer's share in household sales in Nov. 2022.

Cass 0.0 grew more than 55 percent year-on-year, according to the cumulative sales from January to November, last year.

After becoming the most-sold non-alcohol beer last August, Cass 0.0's sale has been on a steady rise and the product still maintains its top position with a 32.7 percent share as of November.

OB said its effort to expand its brand portfolio and innovate its products for greater consumer satisfaction is in line with rapidly changing trends and is producing concrete results.