[National Brand] A Refreshing Sparkling Taste Targeting Youth... OB Beer Cass

Summer is the season for beer. The refreshing coolness that quenches thirst is its charm. The tingling freshness also matches well with the cheerful and lively image of 'youth.'

Cass, launched by OB Beer in 1994, was a beer targeting youth from the start. The 20s and 30s age groups were set as the main consumers, and research and development (R&D) began accordingly. While targeting young people with freshness and crispness, the brand was designed with a long-term vision, hoping that these consumers would remain longtime friends and fans of Cass even when they reach their 40s and 50s.

History of Cass Products
Photo by OB Beer

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To capture the hearts of the 20s and 30s generation, Cass focused on the sharp taste and freshness preferred by young people. To achieve this, it introduced a rare non-heat treatment process at the time. Instead of applying heat to the beer, yeast is filtered out through a micro membrane filter. The fermentation process also focused on harmonizing the carbonation dissolved in the beer with its taste. After numerous experiments, the research team found the optimal combination that maintains Cass’s fresh taste and aroma while blending well with the tingling sensation.

Cass also put effort into product innovation reflecting consumer needs. Through in-depth research, it incorporated the flavors desired by contemporary consumers into the product. The product label design was changed from silver to blue in 2016 to emphasize dynamism and a spirit of challenge. In 2017, the Cass English logo (CASS) was embossed on the shoulder of the bottle, and the body of the bottle was slightly curved inward in a V shape. This design, which emphasized luxury and sophistication, received a positive response in the market.

In 2021, Cass introduced transparent bottles for the first time in the domestic beer market, which had been dominated by brown and green bottles. The transparent bottle product, named 'All New Cass,' reflected the characteristics of the younger generation who value revealing themselves as they are without hiding.

Cass

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Cass has also been recognized for its quality through prestigious domestic and international beer competitions. At the International Taste Institute (ITI) competition held this month in Brussels, Belgium, it won five 'Superior Taste Awards.' In April, it achieved 12 awards at the Korea International Beer Awards (KIBA).

Marking its 30th anniversary this year, Cass has solidified its position as the most preferred beer by consumers. It has held the number one spot in the domestic beer market for 13 consecutive years since 2012. According to market research firm Nielsen Korea, Cass held a 42.8% market share in the domestic home beer market in the first quarter of this year, ranking first among all brands. OB Beer also ranked first among manufacturers with a 53.5% market share. Including not only home consumption but also entertainment and dining markets, Cass’s market share is estimated to reach 50% of the entire beer market.

Additionally, Cass is the only domestic liquor brand selected as an official partner brand for the 2024 Paris Summer Olympics, which opens next month. To commemorate this, limited edition Olympic edition Cass Fresh and Cass 0.0 were recently unveiled. Among these, Cass 0.0 is a non-alcoholic beer. This is the first time an adult non-alcoholic beverage has been designated as an official Olympic partner.

A Cass brand representative said, "'National beer' Cass is proud to join the global festival, the Olympics, as an official partner brand," adding, "We will actively communicate with consumers through large-scale Olympic marketing this summer."

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