E-Malt.com News article: South Korea: OB Brewery achieves No. 1 manufacturer market share in South Korea’s non-alcoholic beverage market

OB Brewery recorded the No. 1 manufacturer market share in South Korea’s non-alcoholic beverage market in the first quarter of this year, securing market leadership, Business Korea reported on July 9.

According to market research firm Nielsen Korea, OB Brewery achieved a 40.31% share of the domestic take-home market in the first quarter of this year based on non-alcoholic beverage sales value. This was the highest figure among manufacturers producing non-alcoholic beverages in South Korea. In particular, in brand-level tallies, the Cass non-alcoholic product lineup saw its share surge to 36%, closely chasing industry leader HiteJinro’s “Hite Zero 0.00” at 36.8%, a gap of 0.8 percentage points.

This performance by OB Brewery is seen as the result of an aggressive lineup expansion strategy. After first introducing the 355 ml “Cass 0.0” product in 2020, the company launched a larger 500 ml product in 2022, followed by imported beer brands Hoegaarden Zero and Budweiser Zero. This year, it further broadened consumer choice by adding “Cass Lemon Squeeze 0.0” and the alcohol-free beer “Cass All Zero.”

Building on its success in the take-home market, the company is also accelerating its territorial expansion into the dining-out market. OB Brewery released “Cass 0.0” and “Cass Lemon Squeeze 0.0” in bottled products so that consumers can more easily choose non-alcoholic beverages at eateries and restaurants as well. The products are currently sold at about 55,000 restaurants nationwide, part of a strategy to expand the drinking environment for non-alcoholic beverages across everyday life.

The liquor industry analyzes that OB Brewery has successfully transplanted the brand power that has kept it No. 1 in South Korea’s beer market for 14 consecutive years into the non-alcoholic segment. In the past, non-alcoholic beer faced a strong prejudice that it lacked taste, but OB Brewery raised consumer satisfaction by introducing a production method that delivers a flavor similar to regular beer. One liquor distribution industry official said, “Recognition of Cass 0.0 is rising rapidly, especially among younger consumers seeking to refrain from drinking alcohol at company dinner gatherings.”

Going forward, the non-alcoholic market is expected to become a core source of earnings for beer companies beyond being merely a niche market. OB Brewery plans to further solidify its leading market position by continuing to build a diverse non-alcoholic portfolio tailored to consumer needs.


09 July, 2026