Affected by the improvement of South Korea Japan relations and the weakness of the yen, Japanese beer is accelerating its entry into the South Korean market. Major Japanese beer brands such as Sapporo, Ebisu, and Asahi are expanding their product lines in Korea and actively engaging in high-end marketing to win the favor of Korean consumers.
In recent years, the improvement of South Korea Japan relations seems to have prompted the Japanese eoe beer industry to actively enter the South Korean market. In addition, the sustained weakness of the yen has also increased the price competitiveness of Japanese beer. Nowadays, Japanese beer companies are committed to enhancing the loyalty of Korean consumers through brand experience rather than simply product sales.
Sapporo Beer is committed to expanding its product line in the Korean market and enhancing the brand experience as an important marketing strategy. To this end, the company has officially launched the popular product "Sapporo Draft Beer 70", which has been limited edition since June last year, to expand its reach with consumers.
In addition, starting from July 12th, the "Sapporo Premium Beer Station" will permanently operate in Seongseong dong, Seoul. This is a place where consumers can directly experience the brand and enhance their favorability. Each person can purchase up to three cups of premium Sapporo draft beer. The company plans to steadily increase people's favorability towards Sapporo beer through the "Sapporo Premium Beer Station". This winter, the supply of the limited edition beer "Sapporo Winter Story" will significantly increase to allow more consumers to enjoy it.
With a history of over 130 years, Ebisu Beer is committed to promoting the highest quality and authentic high-end beer image in the Korean market. Since its debut in the Korean market in 2017, the brand awareness and fan base of Ebisu Beer have steadily increased. Especially this year, Ebisu Beer has launched various marketing activities under the slogan of "Centennial High end, Ebisu".
Of particular note is that Ebisu Beer is actively collaborating with hotels, resorts, and other organizations to carry out high-end marketing activities, as well as actively conducting online activities. This summer is the peak season for beer, and they held a promotional event at the pool bar in Bacardi City. We also launched an opportunity to visit the brewery of Ebisu Beer to attract consumers' attention. In addition, they also collaborated with the Busan Baekdas Hotel to hold a "Summer Ocean Terrace Happy Birthday" package promotion, consolidating their position as a high-end beer.
Asahi Beer and Dentsu Group jointly opened a pop-up store called "Wise Drinking" in Seoul's Seongseong dong, which will operate until July 31. This move is a marketing strategy taken in consideration of the recent growth in non-alcoholic beverage sales in South Korea.
Pop up stores have gained attention by providing consumers with a variety of colorful content such as alcohol patch testing, cocktail testing, and tasting cocktails based on test results.
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