OB Beer Targets MZ Generation with Sparkling Can Wine 'Babe'

Autumn Night Wine Festival Showcased at 'Global Wine and Food Trip'

[Asia Economy Reporter Song Seung-yoon] From the 16th for two days, the 'Global Wine and Food Trip' held at Sebitseom Floating Island in Seocho-gu, Seoul, offers a chance to enjoy a variety of wines from around the world along with perfectly paired foods all in one place. Many well-known domestic wine importers will also participate, showcasing numerous wines.

According to Asia Economy on the 13th, OB Beer will participate in this Global Wine and Food Trip to introduce 'Babe,' a sparkling canned wine brand that has gained tremendous popularity in the United States. Born in California, USA, Babe was launched in Korea in 2020. It is a sparkling wine with 12% alcohol content, ideal for consumers who find large bottle wine consumption burdensome. With a can package emphasizing portability and sophistication, it is convenient to drink and has become popular among the 'home drinking' and 'camping' groups that increased due to the COVID-19 pandemic. The brand is characterized by its hip and trendy packaging style.

Babe consists of three types: Babe Red, a sparkling red wine with a charming fizzy carbonation; Babe Ros?, a sparkling ros? wine with a fragrant flavor that wine lovers can enjoy without preference; and Babe White, a sparkling white wine with a dry taste and refreshing coolness, perfect for a clean finish.

It is popular not only among wine enthusiasts but also among beginners called 'warini' (wine newbies), who can easily access it. Especially, the stylish design in a can and the convenience of enjoying it anytime and anywhere without a wine glass stand out, making it frequently chosen by the MZ generation (Millennials + Generation Z). Last year, various marketing activities continued to approach young consumers closely, including operating a pop-up store in Seongsu-dong, Seoul.