Oriental Brewery (OB) is one of South Korea's leading breweries, with roots dating back to 1952. Originally established as part of the Doosan Group's portfolio, the brewery has undergone several significant ownership changes over the decades. In 2009, private equity firm KKR acquired OB, and in 2014, Anheuser-Busch InBev completed the reacquisition of Oriental Brewery, strengthening AB InBev's position in the fast-growing Asia-Pacific region. Today, OB remains a cornerstone of the South Korean beer market. Oriental Brewery is best known for its flagship brand Cass, a crisp and refreshing lager that has become one of the most recognised beers in South Korea. Through a deliberate brand portfolio strategy, OB has consistently expanded its range to capture the diverse tastes of Korean consumers. The brewery combines craftsmanship with innovation to maintain its leading position in the domestic market. Over the years, the Cass brand has been the subject of academic study for its successful brand revitalisation strategy, underscoring OB's influence not only in brewing but also in Korean consumer culture. As a subsidiary of AB InBev, Oriental Brewery benefits from global brewing expertise while continuing to serve its home market.