Clear Bottles and Light Beers Redefine South Korean Beer Market

OB Pioneers the Clear Bottle Trend

South Korea's beer industry is undergoing a notable transformation as leading breweries shift towards clear glass bottles, moving away from traditional colored glass. This packaging trend started in 2021 when Oriental Brewery (OB), a subsidiary of the world’s leading brewery AB InBev, introduced Cass Fresh in clear bottles, becoming the first domestically produced beer in South Korea to do so. The transparent design appealed to consumers by showcasing the beer’s clarity and conveying a crisp, modern image.

Rivals Follow Suit with Transparent Packaging

Other major breweries quickly followed OB's example. Lotte Chilsung Beverage rolled out its Kloud Crush beer in clear bottles in November last year, and Hite Jinro launched its Terra Light in transparent packaging this July. This means that all three leading beer producers in South Korea now feature key products in clear glass bottles.

Rising Demand for Low-Calorie Beers

The market has also seen a surge in the popularity of light beers as consumers seek out lower-calorie alternatives. OB’s Cass Light secured its position as the top light beer in the domestic market during the first half of the year.

Expansion with Premium Offerings

In May, OB expanded its light beer range by introducing Michelob Ultra, a premium light beer known for its success in the U.S. Hite Jinro joined the competitive landscape by releasing Terra Light in July.