Asahi's Kozel Czech lager beer set for global launch in S. Korea

Kozel White lager beer is coming to South Korea, where it will be tested before its global launch. Asahi Europe & International, which owns the beer brand, made the announcement last week.

Although Kozel White is a Czech brand, it is owned by Japan’s Asahi Group. It will be released worldwide for the first time, starting in South Korea. According to The Korea Times, the reason why Asahi chose to launch the lager brand in Seoul first is because the country is its fifth largest market based on sales in the world. If counting the countries that do not have production facilities and only sell imported Kozel beer, South Korea is said to be the world’s biggest market.

"I am happy to introduce Kozel White in Korea with much love and respect to the Korean beer market," Asahi Europe Brand Korea’s general manager, Matthew Holmes, said during a press conference. "We recognize the importance of the Korean market as the global trend says 'if it works in Korea, it works in other parts of the world.' If the product is chosen by Korean consumers, who are picky about quality and services and sensitive to trends, it has a high possibility of success in the global market."

AEBK is the exclusive importer of the Kozel White beer in the region. It is the regional unit of Asahi Europe & International Ltd., and it said that it is looking to replicate the success of its dark beer Kozel with the debut of Kozel White which was unveiled for the first time in the world.

Yonhap News Agency reported that the newly-introduced Kozel White is a lager that offers a refreshing taste with its fruity notes. It has low alcohol content of just 3.5%. It will be sold in South Korea in cans and is expected to be released globally soon.

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