Oriental overtakes Hite-Jinro

FOR the first time in 15 years, Oriental Brewery has overtaken archrival Hite-Jinro in the high-stakes Korean beer market, according to statistics released by the Korea Alcohol Liquor Industry Association (KALIA). Oriental has seen a recent surge in demand for its flagship
Cass brand [See related story on page 27 – Editor].
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KALIA said Oriental shipped 13.3 million cartons of beer in February, to capture 53.5%of the domestic market, whilst Hite-Jinro accounted for the remainder by selling 11.56 million cartons. A carton contains 20 bottles of beer. Analysts said Hite-Jinro might still be focused reorganisation rather market strategy after its acquisition of Jinro, the country's largest soju maker, in September.