China & South Korea: China Resources Beer debuts new brand on South Korea’s market

The China Resources Beer Corp. (CRB), China's top brewer, debuted a new beer brand in South Korea to cater to rising demand for diversified flavors and high quality, its local distributor said on April 17.

The Beijing-based brewer showcased a new lager called Super X with a 3.8 percent alcohol content in South Korea to target young people, following its launch in China in March 2018.

Hyunwon Korea, its local distribution channel, will start selling the beer at local discount chains and convenience stores next month, with plans to target local restaurants later this year.

China's No. 1 brewer made a foray into the Korean market as Chinese alcohol has enjoyed growing popularity in Chinese restaurants here. Tsingtao is the most famous Chinese beer brand in South Korea, as it is considered a good pairing for lamb skewers.

"Although some say the Korean imported beer market is already saturated, we will make efforts to satisfy local consumers with deep flavors," Kim Jung-young, CEO of Hyunwon Korea, said in a press briefing.

CRB's flagship Snow Beer is the world's top brand with a 6.1 percent market share by volume, but it is mostly sold in mainland China with a 26 percent share in the nation as of 2017.

According to the Korea Customs Service, South Korea's imports of Chinese beer reached $37.4 million in 2018, the second largest among foreign brands.

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