OB Beer enters soju market with new zero-sugar brand 'Challang'

OB Beer announced Monday it will launch "Challang," a zero-sugar soju made with volcanic bedrock water, in late September.

The product uses volcanic bedrock water sourced from eastern Jeju and is blended with sea salt derived from lava seawater. It will be produced at OB Beer's Jeju factory, formerly known as Jeju Soju. The soju is 15 percent alcohol, and its bottle design evokes the blue hues and gentle ripples of the ocean.

OB Beer plans to initially sell Challang at select restaurants and bars in Greater Seoul and Jeju. The company will limit distribution to on-premise venues at launch, with a decision on expanding to retail channels — including supermarkets and convenience stores — to be made at a later date.

"The launch of Challang soju is part of our effort to offer consumers who seek innovative and diverse products more choices," said Executive Vice President Koo Ja-bum of OB Beer. "As a leading company that has driven South Korea's liquor industry for nearly a century, OB Beer will play a role in spreading Korean soju and K-culture."