South Korean beer maker Oriental Brewery (OB) has produced a new premium, German-style Weizen wheat beer.
Launching later this month, its new 5% ABV Premier beer combines German wheat malt and European barley malt. It features “a milky golden colour, a dense taste and soft texture,” reported the Korea Herald on Wednesday.
Its introduction marks the beginning of OB’s Brew Master Selection of premium beers. The Anheuser-Busch owned manufacturer has claimed that continuous innovation within the beer sector is the key to maintaining its market share inside the Asian market.
OB CEO Frederico Freire said: “The beer business in Korea has turned into a portfolio game. We already have a series of popular beers such as Cass, but in order to keep our lead in the market, it is crucial that we maintain a well-balanced combination of strategies, incorporating a variety of brands.”
OB chief marketing officer Alex Song added: “We expect to sell about 2m boxes in the first three months.
“Premier OB Weizen will be slightly more expensive than most of our top-selling products, but we believe that Korean beer consumers are capable of recognising the premium factor.”
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