[Asia Economy Reporter Lim Chun-han] CU announced on the 24th that it will exclusively sell Crown Beer starting from the 25th. Crown Beer is a product introduced in 1952 by HiteJinro (then Chosun Beer), the first beer company in South Korea, and has been popular for over 40 years.
This product is a premium ale beer made using high-quality aroma hops. By utilizing a special brewing method, it reduces the characteristic bitterness of ale while emphasizing a rich body and citrus aroma, making it easy for anyone to enjoy. The packaging is designed in a golden color similar to that used during its original operation, and features a crown image to make it intuitively recognizable as Crown Beer.
CU expects that the re-release of Crown Beer after about 30 years will evoke nostalgia among middle-aged consumers while stimulating curiosity among younger generations, generating a positive response. Crown Beer will be offered at a discount of 11,000 KRW for 4 cans this month, and cross-purchases with imported beers are also possible.
CU has been steadily driving sales by continuously introducing differentiated craft beers. CU’s craft beer sales growth rates over the past three years were 220.4% in 2019, 498.4% in 2020, and 255.2% in 2021, showing triple-digit growth for three consecutive years.
A BGF Retail official said, “We have secured a product lineup that can satisfy diverse consumer demands in preparation for the summer when beer consumption increases explosively,” adding, “We will continue to showcase a variety of differentiated products based on CU’s outstanding product sourcing capabilities to maintain our reputation as a beer specialty store.”
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