My dream is Ceezips in the K Beer Liquor industry, why I'm serious about brand marketing through sports
Dec 17, 2024
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There is Sisyphus in the liquor industry.
He is CEO Park Seung-won, who founded the premium craft beer brand Original Beer Company (abbreviated as OBC) in 2019. The domestic market where the liquor giants are practically monopolizing. He has been constantly challenging his dream for years, which seems impossible at first glance.
The direction is clear. It is the best beer recognized by the world. 'K Beer' is the growth and position of becoming a representative brand.
So there is no compromise. It's only a hole-in-the-wall method. Even if it costs a lot more, we keep our promises to consumers unconditionally. Only then do I believe that there is a future.
He is competing with one quality in a heavy way.
"I started this company because of two visions. One is, let's break the prejudice that "Korean beer is not delicious" and make delicious and good beer unconditionally. The second was to change the culture of beer represented by 'so-mac' to a culture of enjoying beer itself.
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We first recognized the value of beer in Europe. He is sweeping the glory of being awarded the 'first in Korea' award.
Representative product 'Cosmos Ale' won the gold medal for the first time in Korea, with 144 judges recognizing it as the best after competing with 2,360 kinds of beer in the Fruit Beer category, the fiercest competition category in 'European Beer Star 2024', one of the world's four major beer exhibitions. Cosmos Ale has been recognized for its highest quality worldwide for two consecutive years, following the World Best Award at the World Beer Awards held in the UK last year.
Another representative product 'Impossible Stout' won the World Best Award for the first time in Korea in the Stout & Potter category, the top category of the 2022 'World Beer Awards'.
It was recognized as the best beer in the European beer market for the third consecutive year. There are no unprovoked consequences.
Withstanding the painful time, he devoted his hard work solely to the birth of 'the best beer'.
The ingredients are different. There is no shortcut to cost reduction, no compromise.
"Both malts and hops are directly imported from Germany from top-notch materials. It is our company's own iron rule to never add fragrance. The first draft lager beer was lime zest lager, but instead of frozen lime, I made powdered zest by hand. The citron and zephy that go into the cosmos ale use the raw materials as they are."
There is also a clear differentiation in the way it is manufactured.
"We don't use sterilization using heat treatment. Our beer's unique aroma and flavor can be alive thanks to the cold chain. There is only one company in Korea that has refrigerated distribution from start to finish. Thanks to that, it cost a lot and suffered a lot when starting wholesale distribution.(laughs)"
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The keyword 'Memorable Moments' has been established for the brand identity of 'Beer Celebrating Special Moments'. It is loved as a special beer purchased at the end of the year and on various holidays such as Christmas.
"The company's sales have continued to double over the past four years, but only last year did it turn into a surplus. It's an expensive beer, but I think you're closing the gap because you admit it's worth it. Steady sports marketing is also part of an effort to eventually increase brand value."
OBC is serious about sports marketing. It supports about 10 golf tours, and when charity events are combined, sponsorship increases to about 15 to 20. First of all, requests for sponsorship became more frequent. The result of the efforts put into brand marketing. Already, delivery is being made to more than 20 golf courses. It seems that the two needs of brand marketing and sales are being solved at once.
Since May last year, it has also entered Jamsil Baseball Stadium for the first time as a craft beer brand. It provides a special option for baseball fans who want to experience various beers.
OBC, which has worked hard to enhance brand value through overwhelming quality, plans to launch a full-fledged winning move by entering the canned beer lager market in the future. Like global brands such as Heineken, Sapporo, Stella, and Tsingtao, the company plans to introduce products that represent K-lager by itself.
"I want to make a product that can last a lifetime, not just a sparkle with one product. What OBC looks like in 10 years? Hmm...I would have launched canned beer, and my dream is to make a representative K lager that exports Korea's best beer that can compete with global brands."
hschung@sportschosun.com
