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Oriental Brewery's flagship beer brand, Cass, has again emerged as the leader in the domestic beer market. Despite facing renewed competition after the COVID-19 pandemic, the country's largest beer maker reported a market share of 42% this year.
Cass Maintains Its Dominance
According to market research firm Nielsen Korea, Cass maintained its position at the top with a 42% market share in retail sales from January to November. This figure represents a 0.7 percentage point increase compared to last year's market share of 41.3%, as per the Korea Herald. Despite heightened competition and the rising popularity of Japanese beers, Cass managed to expand its market share.
Business Korea noted that despite the challenging conditions brought about by the COVID-19 pandemic, Cass has demonstrated remarkable resilience. During the third quarter of this year, Business Korea reported that Cass successfully retained its position as the leading brand in the South Korean home beer market.
Strong Performance in Both Off-Trade and On-Trade Markets
In the beer market, which includes both off-trade and on-trade markets, Cass secured nearly 50% market share. This remarkable achievement further solidifies Cass as the number-one beer brand in the domestic beer industry for an impressive 12 consecutive years since 2012.
An OB official attributes Cass' growth and continued success to consumers' unwavering support and love. Despite intense competition within the beer market this year, Cass remains the consumers' top choice. The company pledges to maintain its market leadership by continually delivering joy to consumers through innovative products and differentiated marketing activities.
Cass' robust marketing efforts were pivotal in its outstanding performance this year. The introduction of a limited edition product called "Cass Lemon Squeeze" during the summer season garnered significant consumer attention. Furthermore, the CassCool Campaign, featuring a pop-up store in the bustling Hongdae district and an outdoor musical festival, attracted over 60,000 visitors and 10,000 attendees, respectively.
Consumer-Centric Approach Drives Success
OB's large-scale consumer-centric marketing approach has undoubtedly contributed to Cass's success. By prioritizing consumer preferences and desires, Cass has maintained its position as the beer of choice for millions of Koreans. With its continuous focus on innovation and customer satisfaction, Cass remains a dominant player in the market.
In addition to its success as a beer brand, Oriental Brewery claims the top spot among beer manufacturers. With a leading share of 52.6%, OB solidifies its position as a key player in the Korean beer market.
