Case Study: Cass achieves market leadership in South Korea with Prophet

Cass regains Korean beer leadership with Prophet and reaches 50%+ total market share

Cass, a leading beer brand in South Korea and a subsidiary of AB InBev, faced a challenge to its market dominance as consumer preferences shifted and new competitors emerged. The leadership team at Oriental Brewery engaged the consulting firm Prophet to holistically revamp the brand and chart a new path to growth.

Prophet conducted a comprehensive diagnostic to build a 360-degree view of the brand, which informed a co-creation workshop. This process identified critical brand "must-wins" and led to the development of a cohesive consumer brand and product proposition. Following the successful launch, Prophet implemented a brand guardianship process to ensure continued progress. As a result, Cass regained its number one market position, achieving a total market share of over 50% and historic results across key metrics.

Cass