South Korea: Oriental Brewery launches premium wheat beer
Oriental Brewery (OB) on June 17 launched a new premium wheat beer produced through a traditional German brewing process, The Korea Times reported.
The brand new product named Premier OB Weizen is the first premium beer OB developed in coordination with brewmasters at its parent company Anheuser-Busch InBev (AB InBev). Weizen means wheat beer in German.
The product was made only with wheat malts and hops harvested in Germany. It was brewed with high-quality yeasts selected jointly by brewmasters of the two companies, which resulted in creating German beer's typical smoky color and rich flavor, the company explained.
"Premier OB Weizen is the result of a lot of research, product development and analysis," OB CEO Frederico Freire said during the product's launching ceremony in downtown Seoul. "This will open a new chapter in Korea's beer history."
"Premier OB Weizen boasts traditional wheat flavors by following Germany's Bayern style wheat beers," he said. "World's famous brewmasters worked very hard with OB to create weizen beer that fits the taste of Korean consumers."
It has an alcohol content of 5 percent, slightly higher than 4.5 percent of OB's best-selling brand Cass. A 355-millimeter can of Premium OB Weizen is priced at 1,490 won ($1.33) and the product will be available from June 27.
Meanwhile, OB plans to launch more German style beers on the domestic market.
"We have many things under consideration," said Song Hyun-seok, chief marketing officer. "We will develop products that follow Germany's traditional brewing process and at the same time fit the taste of Korean consumers." He declined to reveal more detailed information.
In March, the OB CEO said his company will bring in more premium beer brands from AB InBev to meet diversifying tastes.
AB InBev acquired OB, which accounts for about 60 percent of Korea's beer market, in April 2014.
He also said the firm will foster its Cass brand as one of Asia's top 10 beers within two years.
19 June, 2015
