In line with the recent ‘Healthy Pleasure’ trend that emphasizes health, the popularity of light beer is increasing as the number of consumers who prefer alcoholic beverages that can be enjoyed lightly is increasing.
Accordingly, OB Beer announced on the 20th that the demand for light beers such as Cass Light is increasing.
Light beer refers to beer with less than 30 kcal per 100 ml. It is less burdensome due to its low calories and alcohol content, and its taste is relatively light, so it is enjoyed by consumers who drink it lightly with food or as a substitute for a beverage. The United States, the world’s largest beer market, has already established a stable light beer category. According to Nielsen IQ, a global data analysis and market research firm, six of the top 10 beers sold in the United States are light beers.
The domestic market is also gradually showing a growing preference for light beer. According to Nielsen Korea’s survey, Cass Light ranked 6th among the top 10 home beer sales in the first half of the year, and was the only light beer to make the list.
Cass Light, a light beer brand of OB Beer, has opened up the horizons of the domestic light beer market since its launch in 2010 by catching two birds with one stone: ‘taste’ and ‘calories’ in the low-calorie beer market.
In February of this year, in line with the ‘Healthy Pleasure’ craze, the packaging was renewed with a light and refreshing feel, and a design package that intuitively contained the information unique to Cass Light, such as ‘zero sugar’, ‘low calories’, and ‘low alcohol content’, was presented to consumers.
Based on the strength of a 33% calorie reduction compared to Cass Fresh, the company is building a rapport with the younger generation through the ‘BBAAM Campaign’ and in the second half of the year, it is carrying out the ‘My Light’ time advertising campaign by hiring Oh Sang-wook as the model for Cass Light.
According to industry insiders, “As the health and wellness trend goes beyond a passing fad and becomes a lifestyle, demand for light beer will increase even more,” adding, “As the launch of several new products provides consumers with a wider range of choices, the overall market is also expected to expand further.”
Source: www.nextdaily.co.kr
