The number one brewery in South Korea
In only 50 years, South Korea has transformed itself from an agrarian society into one of the world’s major industrialized nations. This high growth rate places it in the ranks of the East Asian tiger economies, beside Taiwan, Singapore and Hong Kong. Per capita gross income in South Korea is currently around 19 000 USD (13 365 EUR; 1960: 100 USD). Naturally, this torrid pace of development has resulted in altered consumer patterns, and consumption of alcoholic beverages is no exception. Beside the traditional alcoholic beverage soju, the consumers in the 1970s also began developing a taste for beer, which prior to that time had been virtually unaffordable. Oriental Brewery is one of the main beneficiaries of beer’s popularity. The company has recently succeeded in winning back significant market share, and it is now number one in the South Korean beer market. “The fine quality of our beer (along with an effective marketing strategy) was the prime contributor in our successful campaign to regain market leadership,” says Charles Park, Executive Director Oriental Brewery Company. “To maintain this level of product quality out into the future, we recently decided to make an additional investment in KHS filling technology and two KHS canning lines.”
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