OB Beer expands zero-alcohol distribution to 65,000 restaurant outlets
Top three brewers race to launch new products as demand grows
"On days when alcohol feels like too much, there's Cass Zero."
Signage promoting zero-alcohol drinks was easy to spot Wednesday in the restaurant district of Yeouido. Non-alcoholic beer is rapidly expanding its reach — moving beyond canned offerings at convenience stores into bottled beer served at sit-down restaurants.
According to industry sources, OB Beer's restaurant-format "Cass Zero" and "Cass Lemon Squeeze Zero" were available at 65,000 outlets nationwide — including Korean restaurants, barbecue joints and bars — as of August this year. That is up from 64,000 outlets in May, a gain of roughly 1,000 locations in three months.
Non-alcoholic beer contains less alcohol than many everyday fermented foods. Research by the Fermented Food Science Division of the National Institute of Agricultural Sciences under the Rural Development Administration found that doenjang averages 0.45 percent alcohol and gochujang 1.39 percent.
The non-alcoholic beer market is growing on the back of a "sober curious" trend among younger consumers and a recent regulatory change. A health-conscious culture and a preference for staying sober — trends that gained momentum after the COVID-19 pandemic — have taken hold. Under an amendment to the enforcement decree of the Liquor License Act, promulgated in May last year, general liquor wholesalers may now supply non-alcoholic beer to restaurants alongside regular alcoholic beverages.
At restaurants, non-alcoholic beer is proving increasingly popular as an option for designated drivers, pregnant women and health-conscious diners who want to skip alcohol but still enjoy a beer with their meal.
Brewers are accelerating new product launches. Hite Jinro released "Terra Zero" in June, selling out 900,000 bottles within 10 days of launch. The company has also been diversifying its canned beer lineup, releasing the fruit sparkling RTD "Terra Sparkling" last month. Lotte Chilsung Beverage is targeting the market with "Cloud Clear Zero." With all three major brewers pushing out new products, consumers now have more choices than ever.
Market growth is also expected. According to Euromonitor, South Korea's non-alcoholic beer market is projected to grow from 70.4 billion won ($51.8 million) in 2024 to 95.6 billion won in 2027.
"More and more consumers want to enjoy a beer at the dinner table without actually drinking alcohol — whether for health reasons or to avoid the burden of drinking," an industry official said. "As demand for non-alcoholic beer grows not only at convenience stores and hypermarkets but also at restaurants, we expect the range of related products and sales channels to expand further."
siuu@heraldcorp.com
