SOUTH KOREA: Oriental takes low road in beer battle
South Korea's second largest brewer Oriental Brewery Co. has launched a lower-alcohol beer in an attempt to increase its market share in the lucrative Korean beer market.
According to local reports, Oriental's new product will hit the shelves at 4.2% abv, well below the alcohol level of 4.5% that is the norm for beer in the country.
Currently, Oriental Brewery Co has 40% of the market, while its big competitor Hite has the remaining 60%, and Oriental sees its new product as offering an unusual point of difference. But the country's market leader seems unlikely to follow the lower-alcohol route.
"Lowering the [alcohol] level is meaningless," said an official at Hite. "We do not plan to develop a new product with a low alcohol content."
Sectors: Beer & cider
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