{"id":64069,"date":"2025-12-14T20:21:29","date_gmt":"2025-12-14T12:21:29","guid":{"rendered":"https:\/\/daxueconsulting.com\/?p=64069"},"modified":"2025-12-14T20:22:20","modified_gmt":"2025-12-14T12:22:20","slug":"south-korea-beer-market","status":"publish","type":"post","link":"https:\/\/daxueconsulting.com\/south-korea-beer-market\/","title":{"rendered":"South Korea\u2019s beer market: From somaek culture to premiumization and zero-alcohol growth"},"content":{"rendered":"\n<p>South Korea\u2019s beer market was traditionally dominated by a few large domestic manufacturers. However, as Korean consumers become more adventurous and sophisticated in their tastes, demand for greater variety and creativity in beer flavors has risen significantly. According to Bonafide Research, the market <a href=\"https:\/\/www.bonafideresearch.com\/product\/6305295016\/south-korea-beer-market?utm_source=chatgpt.com#:~:text=According%20to%20the%20research%20report%20%E2%80%9CSouth%20Korea%20Beer%20Market%20Overview%2C%202028%2C%22%20published%20by%20Bonafide%20Research%2C%20The%20South%20Korea%20Beer%20Market%20is%20projected%20to%20reach%20market%20size%20of%20more%20than%20USD%2031.28%20Billion%20by%202028.%20\">is expected to exceed<\/a> USD 31.28 billion by 2028.<\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Read our Korea F&amp;B industry report<\/h3>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1218\" height=\"680\" src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2022\/08\/daxue-consulting-south-korea-food-and-beverage-consumption-trends-report.png\" alt=\"South Korea F&amp;B market trends report\" class=\"wp-image-55689\" srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2022\/08\/daxue-consulting-south-korea-food-and-beverage-consumption-trends-report.png 1218w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2022\/08\/daxue-consulting-south-korea-food-and-beverage-consumption-trends-report-300x167.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2022\/08\/daxue-consulting-south-korea-food-and-beverage-consumption-trends-report-800x447.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2022\/08\/daxue-consulting-south-korea-food-and-beverage-consumption-trends-report-768x429.png 768w\" sizes=\"(max-width: 1218px) 100vw, 1218px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2.js?pre=1\"><\/script>\n<script>\n  hbspt.forms.create({\n    region: \"na1\",\n    portalId: \"21091266\",\n    formId: \"464739aa-b29c-4f0a-bb46-6ab041a882f3\"\n  });\n<\/script>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Somaek continues to be widely enjoyed more <\/strong>for its experience rather than its taste<\/h2>\n\n\n\n<p><em>\u201cToday I\u2019m going to make you kimchi fried rice and somaek, my favorite drink to have while playing APT. It\u2019s called somaek, a perfect combination of soju and beer. It just makes the beer a little more alcoholic &#8211; which we love,\u201d <\/em><a href=\"https:\/\/www.vogue.com\/video\/watch\/now-serving-rose\"><em>said<\/em><\/a><em> Ros\u00e9 of BLACKPINK in an interview with Vogue.<\/em><\/p>\n\n\n\n<p><em>Somaek<\/em> (\uc18c\ub9e5), a mix of soju and beer, <a href=\"https:\/\/koreajoongangdaily.joins.com\/news\/2025-05-17\/business\/industry\/WHY-Soju-meets-beer-The-goldentinged-combo-fueling-Korean-nightlife\/2307305\">has long been<\/a> one of the most popular combinations in <a href=\"https:\/\/daxueconsulting.com\/south-korean-drinking-culture\/\">Korean drinking culture<\/a>. According to a survey conducted by Micromill Embrain, <a href=\"https:\/\/sports.khan.co.kr\/article\/201501311324283#:~:text='%EC%86%8C%EB%A7%A5'%EC%9D%84%20%EB%A7%88%EC%8B%9C%EB%8A%94%20%EC%9D%B4%EC%9C%A0%EC%97%90,%25)%EB%93%B1%20%EC%88%9C%EC%9C%BC%EB%A1%9C%20%EB%8B%B5%ED%96%88%EB%8B%A4.\">69%<\/a> of 1,000 office workers aged 19 to 59  said they had mixed beer with other beverages such as soju within the past three months. The main reasons cited were that mixing drinks improved the drinking atmosphere, was recommended by their drink companions, and made the alcohol tastes better.<\/p>\n\n\n\n<p>The <a href=\"https:\/\/daxueconsulting.com\/mz-generation-in-south-korea\/\">MZ Generation<\/a>, in particular, likes to mix different drinks and find the one that best match their tastes. They like to experiment with different ratios &#8211; whether it&#8217;s a 1:1 or 1:2 soju-to-beer ratio &#8211; as well as varything strengths and flavors to find their best somaek combination. Other reasons for somaek&#8217;s popularity include practicality. It offers a stronger effect than beer alone, is cheaper than imported liquor like whiskey, and provides a budget-friendly way to get tipsy quickly.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"2548\" height=\"1394\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-somaek.png\" alt=\"South Korea's beer market\" class=\"wp-image-64077 lazyload\" style=\"--smush-placeholder-width: 2548px; --smush-placeholder-aspect-ratio: 2548\/1394;width:602px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-somaek.png 2548w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-somaek-300x164.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-somaek-800x438.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-somaek-768x420.png 768w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-somaek-1536x840.png 1536w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-somaek-2048x1120.png 2048w\" data-sizes=\"(max-width: 2548px) 100vw, 2548px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><figcaption class=\"wp-element-caption\"><em>Source: Vogue, Ros\u00e9 of Blackpink introducing somaek as her favorite alcoholic beverage, which increased the global awareness among foreigners<\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>W<\/strong>hile foreign brands dominate, foreign brands are catching up<\/h2>\n\n\n\n<p>South Korea\u2019s beer market is highly concentrated around a few dominant brands, shaped by strong brand heritage and shifting generational preferences. However, the growing interest in new flavors, craft beer culture, and changing consumer tastes suggests there is room to challenge the current leaders.<\/p>\n\n\n\n<p>Cass was first introduced in 1994, and Hite was introduced in 1993, both of them entering the market around the same time. Traditional brands such as Cass, Hite, and OB continue to be preferred brands with older consumers, while Terra and Kelly have gained greater popularity among younger drinkers. Hite Jinro is trying to catch up by targeting younger people with newer beers like Terra and Kelly.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Cass leads the beer sector with culturally relevant marketing<\/h3>\n\n\n\n<p>Cass <a href=\"https:\/\/www.chosun.com\/special\/special_section\/2025\/09\/03\/4ISFZKISR5C47OMKYMKO5XIY34\/#:~:text=%EC%B9%B4%EC%8A%A4%EB%8A%94%201994%EB%85%84,%EC%88%98%EC%83%81%20%EA%B8%B0%EB%A1%9D%EC%9D%84%20%EC%9D%B4%EC%96%B4%EA%B0%94%EB%8B%A4.\">has ranked<\/a> first in the beer category for the third consecutive year and has held the No. 1 market share in the domestic beer industry for 13 consecutive years since 2012. According to a Gallup Korea survey conducted from March 22 to April 5, 2024, with 1,176 respondents nationwide, excluding Jeju, Cass <a href=\"https:\/\/www.4th.kr\/news\/articleView.html?idxno=2063315#:~:text=%EA%B0%80%EC%9E%A5%20%EC%A2%8B%EC%95%84%ED%95%98%EB%8A%94%20%EB%A7%A5%EC%A3%BC,%EC%97%AD%EC%A0%84%EC%9D%84%20%EB%8F%84%EB%AA%A8%ED%95%98%EA%B3%A0%20%EC%9E%88%EB%8B%A4.\">was selected<\/a> as the most preferred beer by more than half of all participants. A total of 52% of respondents chose Cass as their favorite beer brand. <\/p>\n\n\n\n<p>One of the key drivers behind Cass\u2019s success is its aggressive and culturally relevant marketing. Through high-visibility campaigns tied to major events like the Olympics, large-scale pop-up stores, and youth-centered festivals such as CassCool, the brand has effectively positioned itself as the \u201cgo-to\u201d beer for energetic and social lifestyles. These experiential marketing tactics not only boost brand recognition but also build emotional engagement that competitors struggle to match.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Other local and foreign brands are challenging Cass&#8217; dominance<\/h3>\n\n\n\n<p>Following Cass, Terra (16%), Hite (10%), OB (6%), and Kelly (4%) were selected in that order, with the top five brands accounting for 88% of all responses.<\/p>\n\n\n\n<p>The remaining top 10 brands included Asahi (2.5%), Heineken (1.8%), Kloud (1.7%), Budweiser, and Tsingtao (each around 0.8%). International beer brands are increasingly challenging Cass\u2019s dominance by focusing on premium positioning, leveraging celebrity-driven marketing, and rolling out differentiated product experiences. Many <a href=\"https:\/\/asiabrewersnetwork.com\/news\/japanese-beer-and-alcohol-imports-soar-in-south-korea\">are using<\/a> Kpop centered campaigns and experiential activations. Examples include Asahi\u2019s collaborations with BLACKPINK and its Super Dry pop-up events. Sapporo also launched Draft Beer 70, pairing the product with premium tasting bars in hotspots like Seongsu-dong to attract younger consumers seeking novelty and quality.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1248\" height=\"994\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-top-ten-most-preferred-beer-brands.png\" alt=\"South Korea's beer market\" class=\"wp-image-64078 lazyload\" style=\"--smush-placeholder-width: 1248px; --smush-placeholder-aspect-ratio: 1248\/994;width:611px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-top-ten-most-preferred-beer-brands.png 1248w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-top-ten-most-preferred-beer-brands-300x239.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-top-ten-most-preferred-beer-brands-800x637.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-top-ten-most-preferred-beer-brands-768x612.png 768w\" data-sizes=\"(max-width: 1248px) 100vw, 1248px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><figcaption class=\"wp-element-caption\"><em>Data source: Gallup Korea, designed by Daxue Consulting, Top ten most preferred beer brands in South Korea in 2024<\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Zero-alcohol drives beverages brands to rethink their product lineups<\/strong><\/h2>\n\n\n\n<p><a href=\"https:\/\/daxueconsulting.com\/south-korean-drinking-culture\/\">Korean drinking culture<\/a> has been shifting toward healthier options, with consumers increasingly avoiding excessive drinking and the discomfort that follows. This shift <a href=\"#_heading=h.26sg52b4ri52\">has increased<\/a> the rise of nonalcoholic beverages, particularly among people in their 20s and 30s. In Korea, \u201cnonalcoholic\u201d drinks contain less than 1% alcohol, while \u201calcohol-free\u201d drinks contain less than 0.05%. To align with this change in consumer behavior, beer companies have begun expanding their nonalcoholic product lines and directing their marketing efforts toward this expanding segment.<\/p>\n\n\n\n<p>According to Euromonitor, the domestic nonalcoholic beer market <a href=\"https:\/\/www.sisafocus.co.kr\/news\/articleView.html?idxno=345194\">grew by<\/a> 769% over the past decade, rising from KRW 8.1 billion in 2014 to KRW 70.4 billion in 2024. It is expected to expand by 1,068% by 2027 compared with 2014. With this growth and strong future projections, domestic beverage and liquor companies are actively broadening their nonalcoholic beer portfolios, suggesting continued market expansion driven by both consumer trends and competitive movement within the industry.<\/p>\n\n\n\n<p>One example is OB Beer, which previously stated it had no intention of entering the nonalcoholic segment but recently reversed its position with the launch of Cass All Zero, a nonalcoholic beer. Cass All Zero follows a \u201c4-No\u201d concept, which is no alcohol, sugar, calories, or gluten, and is sold in 330 ml cans. The company is focusing on online channels for distribution. OB Beer explained, \u201cThis is a portfolio expansion to strengthen our category leadership in line with the growth of the nonalcoholic market. Zero will focus on restaurant channels, while All Zero will focus on online sales.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1280\" height=\"720\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-cass-zero.jpg\" alt=\"South Korea's beer market\" class=\"wp-image-64074 lazyload\" style=\"--smush-placeholder-width: 1280px; --smush-placeholder-aspect-ratio: 1280\/720;width:572px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-cass-zero.jpg 1280w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-cass-zero-300x169.jpg 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-cass-zero-800x450.jpg 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2025\/12\/daxue-consulting-beer-market-in-South-Korea-cass-zero-768x432.jpg 768w\" data-sizes=\"(max-width: 1280px) 100vw, 1280px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><figcaption class=\"wp-element-caption\">\u00a0<em>Source: OB Beer, Non-alcoholic beer \u201cCass All Zero\u201d.<\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><a><\/a><strong>South Korea\u2019s beer market is evolving into a more diverse, consumer -driven landscape<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>South Korea\u2019s beer market is evolving from a few dominating brands to a more diverse and innovative landscape.<\/li>\n\n\n\n<li>Younger consumers are driving trends such as customized <em>somaek<\/em> and healthier, low- or no-alcohol options.<\/li>\n\n\n\n<li>Cass remains the clear market leader, but shifting tastes indicate potential opportunities for new or emerging brands.<\/li>\n\n\n\n<li>The nonalcoholic beer segment is rapidly expanding due to rising health consciousness.<\/li>\n\n\n\n<li>Major companies are adjusting their product strategies by launching new products or expanding into nonalcoholic lines to keep pace with changing consumer behavior.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>South Korea\u2019s beer market was traditionally dominated by a few large domestic manufacturers. However, as Korean consumers become more adventurous and sophisticated in their tastes, demand for greater variety and creativity in beer flavors has risen significantly. According to Bonafide Research, the market is expected to exceed USD 31.28 billion by 2028. Read our Korea [&hellip;]<\/p>\n","protected":false},"author":39,"featured_media":64075,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"categories":[17349],"tags":[16567,17552,17554],"daxue_industry":[],"class_list":["post-64069","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-south-korea-market-research-en","tag-korea-market","tag-korean-drinking-culture","tag-south-koreas-beer-market"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>South Korea\u2019s beer market: From somaek culture to premiumization and zero-alcohol growth - Daxue Consulting - Market Research and Consulting China<\/title>\n<meta name=\"description\" content=\"South Korea\u2019s beer market was traditionally dominated by a few large domestic manufacturers. 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