Oriental Brewery enters soju market with zero-sugar 'Charlang'

Oriental Brewery (OB), an AB InBev-owned brewer best known for its Cass beer brand, is entering Korea’s soju market for the first time with “Charlang,” a zero-sugar soju made with water from Jeju Island. The company said Monday that Charlang will hit the market in late September, marking a new chapter for OB as it expands beyond its core beer business. OB’s move into the soju business follows its acquisition of Jeju Soju from Shinsegae L&B, giving the company a foothold in the soju market and expanding its beverage portfolio beyond beer. Charlang is made with water sourced from eastern Jeju’s volcanic bedrock. OB said the water, naturally filtered through volcanic rock, gives the soju a milder taste, while sea salt adds a subtle savory note. The 15 percent alcohol-by-volume soju is designed to reduce the artificial aroma and sweetness found in some soju products, according to the company. The product’s name and branding draw inspiration from Jeju’s natural landscape. Charlang evokes the image of gentle waves and a tranquil setting for sincere conversations. The bottle featur