OB Beer announced on the 23rd that its light beer ‘Cass Light’ ranked first in light beer market share in the home market during this summer’s peak season.
Demand for ‘light beer’ continues to expand thanks to the healthy pleasure trend and has become a major keyword in the beer market in 2024.
According to a market research agency, Cass Light ranked first in the light beer category, recording a 3.7% market share in the entire beer home market, including large supermarkets and convenience stores, from June to August of this year. Home market sales also increased by about 31% compared to the same period last year, driving the growth of the domestic light beer market. In the ranking of all beer brands, Cass Light rose two places from 8th place in the same period last year to 6th place overall, becoming the only ‘light beer’ to be ranked in the top 10.
In convenience stores, the channel with the largest presence in the domestic household market, Cass Light led the light beer market this summer, with a gap of nearly three times that of the second-place brand. From June to August 2024, convenience stores accounted for the highest proportion of beer sales by channel at approximately 37%.
‘Light beer’ refers to beer with calories less than 30 kcal per 100 ml. The popularity of light beer continues to rise around the world. According to Nielsen IQ, a global data analysis and market research company, six of the top 10 beers sold in the United States are light beers. As the healthy pleasure trend reflecting consumption keywords such as ‘low calorie’ and ‘zero sugar’ is expanding among the MZ generation, which is highly interested in self-management in Korea, OB Beer has been leading the light beer market with the light beer Cass Light since early this year. We are taking the lead in expanding our base.
In the first half of this year, OB Beer renewed the package of Cass Light with a design that intuitively captures the characteristics of light beer, such as ‘zero sugar’, ‘low calories’, and ‘low alcohol content’. Cass Light recently launched a ‘My Light Time’ campaign using fencing gold medalist Oh Sang-wook, who emerged as a star at the Paris Olympics, as a model, and is trying to build a consensus with the MZ generation by cheerfully promoting the charms of light beer.
A representative of the Cass brand said, “Cas Light has been leading the light beer category since its debut in Korea in 2010 and has been consistently loved by consumers. As a representative brand leading the domestic light beer market, we are meeting the expectations of consumers. “We will continue to lead the way in expanding the base of the light beer market through marketing and product innovation.”
Source: www.nextdaily.co.kr
