KCA News & Media
Press Release
Press Release
| Foreign brand beer, not clearly announcing the area of production to consumers | |||||
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| Date | 2010-12-06 | Hit | 2906 | ||
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Some brand beers sold in Korea are not produced in their original countries, but few consumers to know about that.
According to KCA's survey on February asking 300 beer consumers whether they know that some of the foreign brand beer sorts are produced in Korea or in a third country, 56.3% answered that they did not know. Moreover, as problems that such beer sorts not produced in their original countries may have, the respondents pointed out most of all that 'taste, quality may differ'(59.3%), and also 'price too high', and 'complicated production country display'. In fact, as KCA examined the production countries of 77 beer brands currently available, 5 of them were not produced in their countries of origin. Among them, 'Budweiser(origin:USA)'and 'Hoegaarden(origin:Belgium)' were produced in Korea, and 'Carlsberg(Denmark)', 'Asahi Superdry(Japan)', and 'Kirin Ichiban(Japan)' were produced in and imported from China. Even the ingredients differed from their origin countries. 'Budweiser', and 'Hoegaarden' were produced with Korean base material, and the 'Carlsberg', Asahi Superdry‘, and 'Kirin Ichiban' weren't produced with ingredients from their countries of origin. In addition, they displayed the country of origin in a very complicated manner, or even omitted the country of origin, emphasizing the country where the brand came from. KCA will propose obligatory measures to display the country of production on product label in Korean, and also recommend businesses to voluntarily display the country of production. ■ Comsumers lack understanding of production countries of foreign brand beer
According to KCA's survey on February asking 300 beer consumers whether they know that some of the foreign brand beer sorts are produced in Korea or in a third country, 56.3% answered that they did not know.
Moreover, as problems that such beer sorts not produced in their original countries may have, the respondents answered that 'taste, quality may differ'(59.3%), 'that the price too high(40.0%)', and also pointed out 'complicated indication of production country(37.7%)', 'passive advertisement of seller(37.3%), and also 'negligence of consumers(28.3%).
■ 5 of 77 beer sorts in the market are not produced in their countries of origin
In fact, as KCA examined the production countries of 77 beer brands currently available, 5 of them were not produced in their countries of origin. Among them, 'Budweiser(origin:USA)'and 'Hoegaarden(origin:Belgium)' were produced in Korea, and 'Carlsberg(Denmark)', 'Asahi Superdry(Japan)', and 'Kirin Ichiban(Japan)' were produced in and imported from China.
■ Hard to identify the country of production
According to the servey, the main criteria at purchasing foreign beer were 'product label(77,7%)' and 'advertisement(13.3%). But the foreign beer products were displaying the production sites in parallel with other information, and the foreign brand beer sorts produced in Korea are stating only the address of the bottling site, which makes the identification of production site very difficult. Two of domestically produced foreign brand beers did not clearly display 'the producer and production site', omitting that information, or only emphasizing the country of brand origin. <Example of Budweiser's advertisement: Unable to identify 'producer and production site>
<Example of Hoegaarden's advertisement: Omitted the display of 'producer and production site'>
<Example of Hoegaarden's advertisement: Emphasis on brand origin(Belgium), no information on 'producer and production site'>
On the other hand, 70.0% of the respondents pointed out that 'improved indication of production site is necessary'. KCA is considering ways to obligate beer importers to display the country of production in Korean on the 'main label', and not on the side label. Moreover, KCA is planning to recommend businesses that produce and sell beer in Korea using a foreign brand to voluntarily improve their labelling, and advertising methods. |
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