OB Beer enters South Korea’s soju market with 15% zero-sugar Challang
South Korea’s leading brewer will launch Challang, a 15% zero-sugar soju, in late September 2026. OB Beer will initially sell the drink through restaurants and bars in Seoul, the wider capital region and parts of Jeju, using its established hospitality network.
Brewer expands into a concentrated soju market
OB Beer will launch Challang, a zero-sugar soju with an alcohol content of 15%, in South Korea in late September 2026. The move takes the country’s leading brewer by beer market share into a category dominated by HiteJinro and Lotte Chilsung Beverage. It also broadens a portfolio built around beer brands such as Cass as domestic soju consumption declines.
BizWatch reported that Challang will be OB Beer’s first domestically launched proprietary soju brand since the company became part of Belgium-based AB InBev. The brewer previously operated a soju business through an affiliate during its time under Doosan Group, but this launch marks a new direct entry under the OB Beer corporate name.
The product will initially be available at restaurants and bars rather than supermarkets and convenience stores. According to Shin-A Ilbo, sales will begin in Seoul, other parts of the capital region and selected areas of Jeju. OB Beer will assess the initial response before deciding whether to expand its geographic reach and enter take-home retail channels.
Jeju plant supplies the new brand
Challang will be produced entirely at OB Beer’s Jeju plant, formerly operated by Jeju Soju. The brewer acquired Jeju Soju from Shinsegae L&B in September 2024, securing production capacity on the island. It has since used the business to sell fruit-flavoured soju in Southeast Asian markets.
The new drink is made with volcanic bedrock water from eastern Jeju. OB Beer says it reduced the artificial alcohol aroma and sweetness and added lava seawater salt to provide a more savoury taste. The brand name, blue bottle and wave imagery are designed to evoke Jeju’s water and coastal landscape.
At 15% alcohol, Challang is positioned below several established products. BizWatch puts HiteJinro’s Jinro and Lotte Chilsung Beverage’s Saero at 15.7%, while Chamisul Fresh and Chum Churum contain 16%. OB Beer says the lower strength responds to consumers’ preference for lighter alcoholic drinks while retaining a balance of flavour.
Hospitality network will determine early traction
OB Beer’s existing restaurant and bar sales network gives Challang an immediate route into a channel where on-premise availability can shape brand recognition and repeat orders. The initial restriction to selected regions and hospitality venues also limits the cost and operational risk of a nationwide retail launch. Performance in those outlets will influence whether the company extends distribution to supermarkets and convenience stores.
The entry adds a major beer producer to a diluted-soju market centred on HiteJinro’s Chamisul and Jinro and Lotte Chilsung Beverage’s Chum Churum and Saero. OB Beer Senior Vice President Koo Ja-beom said the launch was intended to give consumers seeking innovative and varied products more choice. He also said the company wants to help promote Korean soju and K-culture, indicating that Challang could eventually support a broader international strategy if it establishes a domestic base.