Case Study: Hanmac achieves double-digit growth and portfolio strength with Prophet

Hanmac launches with Prophet and drives double-digit growth

Hanmac, a beer brand created for Oriental Brewery (a subsidiary of AB InBev), faced the challenge of maintaining market leadership in Korea amid new competitors and rising consumer expectations. The leadership team needed a secondary brand in its portfolio to defend against these threats and turned to the vendor Prophet for brand creation and innovation services.

Prophet implemented a solution that involved deep market immersion, co-creation workshops, and developing brand concepts. The result was the successful launch of Hanmac, which quickly gained traction and ranked among the highest-performing concepts ever tested by AB InBev. Prophet's work delivered double-digit growth for the brand, strengthened key brand image attributes, and reaffirmed AB InBev's market leadership through portfolio strategy.

Hanmac