Korean Beer Market: Expansion of Low Alcohol Content and High Alcohol Content Markets
The Korean beer industry has launched various alcohol content beer products ranging from non-alcoholic to high alcohol content to meet the tastes of different consumers.
The Korean beer industry has recently launched beer products with various alcohol levels. The average alcohol content of beer is 4% -5%, but the market for 0-1% non-alcoholic beer and 7% -13% high alcohol beer is gradually expanding.
Non alcoholic beer is particularly popular among consumers who cannot drink alcohol.
Kim Eun kyung, a 41 year old pregnant woman living in Seongnam, South Korea, said, "This summer, I went camping with my family and drank non-alcoholic beer. I used to have morning sickness frequently, but after drinking non-alcoholic beer, the refreshing taste of the beer made my stomach feel much better.
The non-alcoholic beer market is gradually expanding. According to data released by market research firm Euromonitor International on the same day, the market size of non-alcoholic beer has rapidly increased by 55.2% from 41.5 billion Korean won in 2021 to 64.4 billion Korean won in 2023.
In addition, with the permission to supply non-alcoholic beverages to restaurants since May last year, the number of sales stores for OB Brewery's non-alcoholic product "Kaishi 0.0" has increased from 12000 in June last year to 41800 in March this year, an increase of 248% in nine months.
On the other hand, high alcohol beer is also actively being launched. This reflects the trend of "mixed drinks" (a culture that mixes alcohol with beverages, juices, etc.) favored by young people aged 20-30.
On June 16th, OB Brewery launched "Kaisa Lemon Juice 7.0" with a 7% alcohol content. This is a beer with added lemon juice, which sold 2 million cans in just 4 weeks when it was released as a limited edition in July 2023.
Hanul&Jeju, formerly known as Jeju Beer Company, also launched the "Real Beer Ball" with a 13% alcohol content in May. Consumers only need to adjust the ratio of the original solution and tonic water directly to enjoy it.
Ms. Li (28 years old), who lives in Longren City, said, "Although beer has a high alcohol content, it is not as bitter as shochu, nor is it as expensive as whiskey, so there is no burden. It is particularly delicious to drink with fruit flavors, and it is suitable to have a drink after work
Professor Lee Young ae from the Department of Consumer Science at Incheon University explained, "Consumers consider price, quality, and taste, but easy open end beer is a popular beverage with similar price and quality. Ultimately, I believe that adjusting the 'alcohol content' that determines the taste of the beer is the key to differentiation. With the diversification of alcohol content, consumers' choices will also become more diverse
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