South Korean local brewers turn to clear bottles to align with consumer preferences for transparency and quality
South Korea’s beer industry is experiencing a significant packaging shift as major breweries increasingly adopt clear bottles, moving away from traditional coloured glass containers, according to a report by The Korea Bizwire.
The trend began in 2021 when Oriental Brewery (OB) introduced Cass Fresh, making it the first domestically produced beer in transparent bottles. The new packaging resonated with consumers, because they were able to better appreciate the beer’s clarity, and the look had a fresh and more modern image.
Following OB’s lead, other brewers have since joined the clear bottle movement. In November last year, Lotte Chilsung Beverage launched its fourth-generation beer, Kloud Crush, in clear bottles. Hite Jinro followed suit in July with the release of Terra Light, a new light beer also packaged in transparent containers.
With these developments, all three major domestic beer manufacturers now feature flagship products in clear bottles, signalling a major trend shift in the industry.
The clear bottle trend is believed to align with broader consumer preferences for transparency and quality and adds a visual element that reinforces the perception of a fresh and premium product.
The current economic landscape, marked by slower growth and dampened consumer sentiment, has put pressure on breweries to look for new ways to compete and consequently adopt strategies proven by market leaders. The use of innovative packaging is one such strategy, as is a focus on new products that meet evolving consumer tastes and target more emerging niches.
For example, competition in the beer market has extended into the light beer segment, responding to the rising demand for lower-calorie options as health-conscious consumers seek alternatives. OB’s Cass Light led the domestic light beer market in the first half of the year, establishing a strong foothold in the category.
Breweries are also focusing on younger, urban consumers who value variety and new experiences. The adoption of clear bottles, combined with targeted marketing and a diversified product lineup, is seen as a key approach to capturing their attention.
