OB Beer enters soju market with zero-sugar brand Challang

OB Beer will officially launch Challang, a zero-sugar soju, on Sept. 28, marking the brewer's first entry into the soju market.

The company announced Monday it will run a promotional campaign centered on major commercial districts in Seoul and the Greater Seoul area to mark the launch. OB Beer plans to build brand awareness through outdoor advertising, its official online channels and partnerships with select stores. Challang will go on sale at select restaurants and bars in Seoul, the metropolitan area and parts of Jeju from early October.

Challang is the first soju OB Beer has introduced since acquiring Jeju Soju from Shinsegae Group in 2024. The drink has an alcohol content of 15 percent and is produced entirely at OB Beer's Jeju factory — the former Jeju Soju plant — using volcanic bedrock water from eastern Jeju.

OB Beer also plans to open a flagship store for the brand in partnership with a popular restaurant. Starting in mid-October, the Yongsan branch of Seokam Saengsogeum Gui will operate as a Challang flagship store, offering food pairings recommended to complement the soju alongside the restaurant's existing menu.