Kozel Launches New Lager 'Kozel White' Worldwide First
High Innovation Draws Attention in Korean Market
Lager Emphasizing Refreshing Taste and Fruity Aroma
"With the new product Kozel White leading the way, we will strive to make Kozel one of the 'Top 3' brands in the domestic lager market."
Camille Ruzek, Kozel Senior Brewmaster (left), and Matthew Holmes, Head of Kozel Korea, are posing for a commemorative photo at the press conference held on the 13th.
Matthew Holmes, head of Kozel Korea, expressed his ambition to grow Kozel into one of the leading brands in the domestic beer market, spearheaded by the new product, at a media briefing held on the 13th in Itaewon, Yongsan, Seoul, to commemorate the launch of Kozel White.
The Kozel White introduced that day is the first product ever launched worldwide by the Czech beer brand Kozel. Holmes cited "innovation" as the reason for choosing Korea as the first country to launch Kozel White. He explained, "About ten years ago, when we launched 'Kozel Dark,' Korean consumers responded enthusiastically despite Kozel being a very small brand at the time, and they created a new drinking method called 'Kozel Dark Cinnamon.' The dynamic innovativeness of Korean consumers is why Korea was selected as the testbed country and the first launch market."
Kozel developed and tested Kozel White entirely based on the Korean market. Holmes said, "As the saying goes, if it works in Korea, it works worldwide. Kozel highly values the status and importance of the Korean market," adding, "Since Korean consumers are particular about quality and service and sensitive to trends, we believe that if Korean consumers choose our product, there is a high possibility of success in the global market." Kozel plans to launch Kozel White in the European market next year based on the domestic market response.
Besides innovation, Holmes also mentioned that Korea being Kozel's largest market outside Europe was another reason for choosing Korea as the starting point for Kozel White. Holmes emphasized, "Among the more than 50 countries worldwide where Kozel is sold, Korea ranks within the top five in sales," and "especially among countries where sales are made solely through exports without a production plant, Korea is by far the largest market." A Brand Korea, which sells Czech beer brands including Kozel and Pilsner Urquell, as well as the Italian beer Peroni in Korea, recorded sales of 26.4387 billion KRW last year, a 38.6% increase from the previous year’s 19.08 billion KRW.
Kozel plans to continue its sales growth momentum with Kozel White. Holmes stated, "During the COVID-19 period, the domestic beer market did not show significant growth unlike the whiskey or wine markets," but added, "Since premium markets such as craft beer have shown high growth, we expect to achieve successful results even in a challenging market environment with Kozel White, a new type of Kozel that is not a traditional lager."
Kozel White is a lager beer emphasizing refreshing crispness and fruity aroma. According to Kozel, it features creamy foam, a cloud-like color, and a clean aftertaste. Kozel White will be launched as a 500ml can product and will also be sold as draft beer at offline venues such as pubs and bars. In addition to Kozel White, Kozel also sells Kozel Dark, Kozel Lager, and Kozel Non-Alcoholic products.
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