'Overwhelming Market Share' OB Beer Cass, No.1 in Domestic Beer Home Market in Q1

Manufacturer No.1 OB Beer 52%, Brand No.1 Cass 38%

[Asia Economy Reporter Lim Hye-sun] OB Beer’s flagship product, Cass, maintained its number one position in the domestic home beer market in the first quarter of this year.

According to Nielsen Korea on the 28th, OB Beer ranked first among manufacturers with about a 52% share of home beer market sales from January to March. In brand rankings, the “national beer” Cass Fresh recorded about a 38% share, showing more than twice the gap compared to the second-place brand.

With the prolonged COVID-19 situation still shrinking the entertainment and dining-out markets, the first quarter liquor market also grew centered on the home market. Among the top 10 home beer market sales in the first quarter, four OB Beer brands were included: Cass Fresh, Cass Light, Budweiser, and Stella Artois.

OB Beer explained, “The home market, where hundreds of types of beers including domestic beer, imported beer, and craft beer fiercely compete, is more meaningful than ever in gauging the beer market landscape,” adding, “Since 2020, when COVID began to change consumer trends, the share of home drinking and the home market in the beer market has been steadily increasing.”

Meanwhile, OB Beer started selling the renewed “All New Cass” in Seoul and the metropolitan area from the end of March. It has been expanding nationwide since mid-April. They also launched “Hanmaek,” which contains domestic rice and offers a refreshing flavor, and “Hoegaarden Botanic,” which features citrus herb aroma. In the second quarter, they plan to carry out various consumer marketing efforts to maintain their lead in the home market. OB Beer was the first in the beer industry to introduce “OB Lager La La Bear Goods” through a live commerce platform and released a smart order-exclusive “Budweiser Aluminum Package.”

This content was produced with the assistance of AI translation services.