On-trade beer sales continued to decline in 2021 as the aftermath of the pandemic was more prolonged than expected. On the other hand, to maintain a strong presence in the off-trade channel, which recorded relatively strong sales throughout, beer manufacturers launched price discounts and attractive marketing strategies to appeal to price-sensitive consumers.
Imported lager recorded further declines in volume sales through both off-trade and on-trade channels. However, this trend was already emerging prior to the emergence of the pandemic, as the increasing price competitiveness of local beer significantly reduced the demand for imported options.
Oriental Brewery Co Ltd retained its leadership of beer in South Korea in total volume terms in 2021. The company benefits from strong awareness of its signature domestic beer brand, Cass.
Domestic craft beer is expected to continue to record high growth over the forecast period following its strong performance in 2021. The success of the segment is based on the increase in price competitiveness of craft beer as the Liquor Tax Act on beer was revised to a specific tax, resulting in a lower price for craft beer.
Following a dynamic performance in 2020-2021, non-alcoholic beer in South Korea is set to see solid volume growth over the forecast period, supported by further new brand launches. Leading player Oriental Brewery entered this relatively new beer category with the launch of Cass Zero in 2020.
Collaborative marketing has become a major way to appeal to younger generations of beer consumers in South Korea. There are two main strategies of collaborative marketing in South Korea.
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Understand the latest market trends and future growth opportunities for the Beer industry in South Korea with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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