Oriental Brewery enters soju market with zero-sugar 'Charlang'
Oriental Brewery (OB), an AB InBev-owned brewer best known for its Cass beer brand, is entering Korea’s soju market for the first time with “Charlang,” a zero-sugar soju made with volcanic bedrock water from Jeju Island. The company said Monday that Charlang will hit the market in late September, marking a new chapter for OB as it expands beyond its core beer business. OB’s move into the soju…
Oriental Brewery, owned by AB InBev, is venturing into Korea's soju market with a new product called "Charlang." This zero-sugar soju, made with volcanic bedrock water from Jeju Island, will be launched in late September. This marks a significant expansion for OB, moving beyond its core beer business. The acquisition of Jeju Soju from Shinsegae L&B provided OB with a strong presence in the soju market, adding to its diverse beverage portfolio.
Charlang's unique selling point is its milder taste, attributed to the water sourced from Jeju's volcanic bedrock. The water is naturally filtered through the rock, and the addition of lava seawater salt gives the soju a subtle savory flavor. The 15 percent alcohol-by-volume soju aims to eliminate the artificial alcohol aroma and sweetness often found in other soju products.
The name and branding of Charlang are inspired by Jeju's natural landscape, symbolizing the gentle waves and tranquil setting of the island.
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- Oriental Brewery enters soju market with zero-sugar 'Charlang' koreatimes.co.kr
