{"id":38395,"date":"2026-04-27T15:41:09","date_gmt":"2026-04-27T15:41:09","guid":{"rendered":"https:\/\/prophet.com\/?post_type=case-studies&p=38395"},"modified":"2026-04-29T03:11:56","modified_gmt":"2026-04-29T03:11:56","slug":"cass","status":"publish","type":"case-studies","link":"https:\/\/prophet.com\/case-studies\/cass\/","title":{"rendered":"Cass"},"content":{"rendered":"\n
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CASE STUDY<\/strong><\/h2>\n\n\n\n

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Cass<\/h1>\n\n\n\n

Building an iconic leader in the Korean beer category<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Challenge<\/strong><\/strong><\/h2>\n<\/div>\n\n\n\n
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Cass has been the leader in the Korean beer market for nearly three decades. However, as consumer preferences change and new competitors enter the market, the Oriental Brewery (a subsidiary of AB InBev) leadership team recognized that the brand needed a holistic revamp to regain its leadership position. They turned to Prophet for help to chart a new path to growth for the brand and business. <\/p>\n<\/div>\n<\/div>\n\n\n\n

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Solution<\/strong><\/strong><\/h2>\n<\/div>\n\n\n\n
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We first conducted a holistic diagnosis to understand the strengths, weaknesses, opportunities, and threats to the Cass brand. To build a complete 360 view, a rigorous approach was taken \u2014 analysis of existing data, interviews with key stakeholders to gather perspectives and hypotheses around performance, best-practice benchmarking and primary research with Korean consumers to better understand their attitudes and behaviors towards the beer category and beer brands.<\/p>\n\n\n\n

Findings from this diagnosis served as key inputs for our co-creation workshop, where a set of critical brand \u2018must-wins\u2019 was developed in collaboration with a cross-functional group of stakeholders. These \u2018must-wins\u2019 aimed to identify key areas for strengthening the brand, including communications, visual identity and brand activation. Must-win charters were then developed, assigning workstream owners, KPIs, and critical timelines.<\/p>\n\n\n\n

As teams made progress, we created a cohesive consumer brand and product proposition that unified all key elements of the brand, leading to a successful launch of the Cass brand.<\/p>\n\n\n\n

Once the new Cass was launched, we implemented a brand guardianship process. This ensured continued progress against the “must-wins” through a regular cadence of interactions. Brand guardianship helped uncover key gaps as well as new opportunities to drive growth for the brand. It provided valuable insights for leadership, helping them prioritize activities, investments, and resources. Overall, the guardianship process fostered discipline, accountability, and open dialogue around growth and performance.<\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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Results<\/strong><\/strong><\/h2>\n<\/div>\n\n\n\n
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Cass currently holds the number one position in the Korean beer market, with a significant market share over its competitors. The brand must-wins became a cornerstone of Cass\u2019 planning, and the brand achieved historic results across key metrics. Notably, Cass\u2019 market share in Korean restaurants, the main on-trade channel, increased from 66.5% to 73.1%.  <\/p>\n<\/div>\n<\/div>\n\n\n\n

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Impact<\/strong><\/strong><\/h2>\n<\/div>\n\n\n\n
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50+%<\/p>\n\n\n\n

total market share reached<\/p>\n<\/div>\n\n\n\n

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73.1%<\/p>\n\n\n\n

market share in Korean restaurants<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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\u201cProphet’s partnership approach has made them feel like part of the Cass team from day one. They helped up navigate complexity with clarity, acting as a trusted co-pilot as we continue to reinforce Cass\u2019 position as Korea\u2019s leading beer.\u201d<\/p>\n\n\n\n

Alexander Lambrecht<\/strong>
Head of Marketing East Asia, AB InBev<\/p>\n\n\n\n

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