Korea’s first transparent bottled beer’All New Cass’
Solve concerns about alteration by special treatment of raw materials
CEO Ha-Joon Bae “constantly changing”
Bae Ha-jun (real name Ben Berhardt), CEO of Obi Beer, is introducing the new product’All New Cass’ at a press conference held at Sebit Island in Banpo-dong, Seoul on the 12th. Obi beer provided
“I don’t settle for being the number one in the past 10 years. We will build an optimal brand that will achieve innovation beyond the No. 1 spot.” (Ha-Joon Bae, CEO of OB Beer)
Obi Beer, the number one liquor company in Korea, has taken out a secret weapon. It is the new transparent beer bottle’All New Cass’. The strategy is to maximize the visual effect by expressing the golden color of beer as it is.
On the 12th, Obi Beer held a press conference at Sebit Island, Banpo-dong, Seoul, and introduced the new Cass product. The most striking change is the change of the 500mL beer bottle container to a transparent color. This product was released by Belgian CEO Bae Ha-joon (real name Ben Berhardt), who took office in January last year, ordering a quick change in line with the trend of the times.
All New Cass aimed at the’post-corona era’ in which the aftermath of Corona 19 is fading. 500mL bottled beer is mainly consumed in restaurants rather than at home. When most liquor companies were immersed in special products tailored to’home sake’ in the aftermath of Corona 19, Obi Beer aimed at the restaurant market in the opposite direction. From the end of this month, you can purchase All New Cass at restaurants through liquor wholesalers. It will also be sold in hypermarkets next month. An official of the company explained, “We are expecting that many people will be crowded again in the restaurant stores.
This is the first time in Korea to show bottled beer in a transparent color. The transparent beer idea came from Capri. The Belgian liquor company AB InBev, the global headquarters of Obi Beer, introduced Capri in a clear glass bottle in 1995.
There have been no such attempts in the domestic liquor industry. This is due to concerns about direct sunlight exposure. Long-term exposure of beer to light can change its taste. This is why the industry has insisted on brown beer bottles even though recycling is not easy. Obi Beer is specially treated with hops, the raw material of beer, to prevent deterioration even when exposed to light. In the label, a’cool timer’ was introduced that utilizes variable temperature ink. When it reaches the temperature where you can drink beer, the hexagon-shaped temperature sensor turns blue and a white snowflake appears.
The beer market, which used to be a color of brown bottles, is changing. In 2019, Hite Jinro brought out the green bottle’Tera’ and caused a blast. Another characteristic feature is that a unique beer brand is being created in Korea due to the revision of the liquor tax law.
CEO Bae also constantly emphasized’change according to the times’ at the event. “Consumer trends are constantly changing in a pandemic situation,” he said. “Our top priority is to constantly show off the best products tailored to the various lifestyle habits of consumers.”
Reporter Park Jong-pil [email protected]
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