Cass Bae worked… I changed the beer bottle in the terra blast.

Obi Beer, the number one in the domestic market, has been transformed into a phantom (換骨奪胎). Not only the taste but also the appearance has changed. This is the result of more than a year after Bae Ha-joon (Ben Berhardt), CEO of Obi Beer, took office. As a result, it is expected that a more hot’Castera (Cast vs Terra) war’ will unfold in the beer market this summer.

Obi Beer pulled out the’All New Cass’ card, which added newness to Cass, a representative brand that has maintained the No. 1 sales in the beer market for over 10 years. Together with the rice beer’Hanmaek’, which was introduced earlier this year, it has entered the battle against the peak season this summer. The strategy is to solidify the No. 1 position in Hite Jinro’s’Tera’ offensive, which is causing a gust of wind. All New Cass will be launched in Seoul and other metropolitan areas at the end of this month. It will be sold nationwide from the middle of next month.

I changed everything from bottle to taste… ‘All New Cass’

Obi Beer announced on the 12th that it is releasing a new product,’All New Cass’, which has reorganized the raw materials, construction methods, and package design of the beer brand’Cas’. Cass, which was born in 1994, has been ranked No. 1 in the domestic beer market for the past 10 years.

The most striking point is the change from a’brown bottle’ to a colorless, transparent bottle. This is a measure that allows consumers to visually check the refreshing and freshness of beer. Obi Beer is the first Korean liquor company to launch a bottled beer in a transparent glass bottle without color. Among imported beers, there is’Capri’, which is sold by AB InBev, the headquarters of Obi Beer. Obi Beer said that the transparent bottle expresses the’simpleness’ and’transparency’ that consumers want.

The bottle design was also changed to a more sleek design. Cass”Blue Label’ has been changed to a more concise and bold image. In addition, on the outside of the bottle, a’cool timer’, a sticker using modified ink, was applied to make the beer more enjoyable for consumers. When the temperature reaches the most enjoyable product, the hexagonal temperature sensor turns bright blue and a white snowflake shape appears.

In terms of taste, he explained that the existing ratio of purified hops and malt, and’cold brew’, a quality stabilization process through low-temperature aging for 72 hours at 0 degrees Celsius, has implemented a more vivid and clean taste.

Bae Ha-joon (Ben Berhardt), CEO of OB Beer, emphasized, “All New Cass is an expression of the will and confidence of OB Beer who never settles for the No. 1 position and pursues perfection through continuous innovation.”

The source of such confidence of President Bae lies in’professionalism’. After joining AB InBev, the parent company of Obi Beer in 2001, he served as a sales executive in Belgium, President of Luxembourg, General President of Southern Europe, and President of South Asia. He is a’beer expert’ who has been working in the global beer market for over 20 years.

In February of last year, the Korean name was set as’Ha-jun Bae’, and field communication began in earnest. Ha-Jun Bae used a surname ship, a water river, and a high-level quasi-character to convey the meaning of’leadership leading to infinite possibilities like the sea as if water flows from a high place to a bottom.’ However, in the field and among netizens, it is also called’the founder of Cass Bae’. It is a nickname that conveys the understanding of the owner of the beer, who knows beer well.

The No. 1 brand is also’transformed’ according to the taste of the MZ group

The background of Cass, which used to be popular with Obi Beer, is due to the aging of the brand and the change of consumption culture. This is because the mainstream culture is changing as MZ generation (millennial generation + Z generation born after 1995) has emerged as a major consumer segment, although it has maintained the No. 1 position for 10 years.

In particular, the trend of consumption patterns changed, such as the increase in homeskills due to the novel coronavirus infection (Corona 19). Although the mainstream industry was hit by Corona 19 in general, it is a strategy to further solidify its No. 1 position with a new look.

CEO Bae emphasized changes to meet the needs of consumers. CEO Bae emphasized, “For 27 years, Cass has introduced products that reflect the spirit of the times, but social distancing has changed our way of life. We will continue to strive to satisfy rapidly changing consumer trends and demands.”

Terra blast through corona… Hottest’Castera’ Daejeon Preview

With the advent of the all-new Cass, the’Castera (Cas vs Terra) Daejeon is expected to rise even more during the peak season this summer.

Competitor HITEJINRO increased its market share by nearly 10% by introducing’Tera’ in a green bottle in 2019. The spread of homebrew culture caused by Corona 19 also gave Terra an opportunity.

Hite Jinro’s beer sales increased 12% year-on-year despite the market contraction last year. In particular, the sales volume of Terra jumped 105%, leading the overall growth. Tera’s sales in the home market increased by 23% last year, and sales in the entertainment market hit by Corona 19 also surged by 78%.

Hite Jinro CEO Kim In-gyu said, “Last year, in the midst of difficulties due to the corona 19 variable, the entire beer division has grown, starting with Terra. As a starting point, we will retake the No. 1 beer market.”

According to related industries, the beer and soju markets last year are estimated to have decreased by 9% and 4%, respectively, due to the aftermath of Corona 19.

In relation to Terra’s popularity, Obi Beer has put forward a position that is tailored to consumers, not competitors.

Hee-moon Yoo, Vice President of Obi Beer said, “When playing soccer, there is a saying,’Go to the goal without looking at the competitors’.” Mentioned.

Reporter Oh Jung-min Hankyung.com [email protected]
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