A tire company making non-alcoholic beer? Hankook Tire launches 'B Lager Zero'

Hankook Tire & Technology is venturing into food and beverage with a 0.00% alcohol non-alcoholic beer — an unlikely product for a tire company, but one the company says is designed to promote safe driving and expand its consumer touchpoints.

The company announced Wednesday it is releasing B Lager Zero, a limited-edition non-alcoholic beer, in collaboration with Artist Bottle Club (ABC), a non-alcoholic drink curation studio.

B Lager Zero is brewed so that no alcohol is produced during the manufacturing process, yielding an alcohol content of 0.00%. The recipe draws out the nutty flavor of malt and the aroma of hops while adding a touch of acidity, reducing the flat taste often associated with non-alcoholic beverages.

The packaging incorporates Hankook Tire's brand colors and graphics evoking the feel of driving. The product is designed for both everyday enjoyment and outdoor activities such as summer vacations, camping and watching sports.

The company said its move into food and beverage is intended to connect safe driving with brand experience. By linking an alcohol-free lifestyle with road safety, Hankook Tire said it hopes to reach consumers in a more natural, everyday context.

B Lager Zero goes on sale Wednesday in limited quantities through the Artist Bottle Club online store and its physical stores.

Hankook Tire plans to roll out related content on its official SNS channels in tandem with the launch. The company said it will produce content featuring B Lager Zero through influencer collaborations and consumer engagement events.

The company is also running a driver-focused safety campaign alongside the product launch. Under its "Tire Boy" campaign, Hankook Tire is visiting beaches including Mangsang Beach to check tire pressure on visitors' vehicles — a timely effort as long-distance driving picks up during the summer holiday season.

Hankook Tire has been broadening its collaborations beyond the automotive and motorsports sectors. The company is expanding its partnerships into food and beverage, fashion and sports as it seeks to move beyond brand activities centered solely on tire products.

Meanwhile, Hankook Tire posted consolidated sales of 5.68 trillion won ($4.02 billion) and operating profit of 559 billion won in the second quarter of this year, with operating profit rising 58.1 percent from a year earlier. In the tire segment alone, sales reached 2.81 trillion won and operating profit came to 483.2 billion won, for an operating margin of 17.2 percent.

Hankook Tire said it plans to increase the share of high-value products — including tires 18 inches and larger and tires designed for electric vehicles — while continuing its consumer-facing brand activities.