[CEONEWS=Journalist Jo Seong-il] Before delving into the profile of Ben Verhaert, CEO of OB Beer, two surprising facts stand out. First, OB Beer is no longer owned by Doosan, and second, Ben Verhaert, also known by his Korean name Bae Ha-jun, is not Korean. Many still associate OB Beer with Doosan due to its long history, including its ties to the OB Bears baseball team. However, this outdated perception requires an update to reflect the modern reality of OB Beer.
A Foreign CEO with a Korean Name
OB Beer, South Korea’s leading beer company, was originally established in 1933 by Park Seung-jik, the founder of Doosan. It remained under Doosan’s ownership until 1999. Since then, OB Beer has changed hands multiple times, from Belgium’s Interbrew (now AB InBev) to the U.S.-based private equity firm KKR, and back to AB InBev in 2014.
Ben Verhaert, a Belgian native, assumed the role of OB Beer’s CEO in 2020. In line with the company’s tradition of giving foreign executives Korean names, Verhaert adopted the name Bae Ha-jun. His name combines “Bae” (a common Korean surname) with “Ha” (river) and “Jun” (high or noble), symbolizing leadership that flows like a river with infinite possibilities.
According to OB Beer, “The Korean name reflects the CEO’s understanding of Korean culture and his commitment to fostering closer communication with employees and partners.” Bae Ha-jun brings over 20 years of experience in the beer industry, having held various leadership roles at AB InBev, including positions in Belgium, Luxembourg, and South Asia.
Korean Pale Lager: A World-Class Product
As a Belgian CEO leading a Korean brewery, Verhaert’s expertise adds credibility to OB Beer’s brand. Belgium’s beer culture, recognized by UNESCO as an Intangible Cultural Heritage, stands in contrast to Germany’s more rigid brewing traditions. Belgian brewing is known for its innovation and experimentation, qualities that resonate with Verhaert’s leadership style.
Verhaert was impressed by the quality of OB Beer’s products, such as Cass and Hanmac, but noted a surprising lack of national pride in Korean beer. He argues that Korea’s pale lagers are world-class, citing the 2022 gold medal won by Goose Island Korea at the Australian International Beer Awards.
Beer: The Original Social Network
Verhaert views beer as humanity’s first social network. “Drinking beer and sharing conversations embody the essence of social connection,” he says. He emphasizes that OB Beer is a beer company, not just a liquor company, focusing on the role of beer in fostering relaxation and bonding.
Products like Hanmac, which incorporates rice for a smooth finish, reflect Verhaert’s philosophy. He envisions it as a drink for “happy hours”—casual, early evening gatherings that promote balance rather than late-night drinking marathons.
Innovating for Korean Consumers
Verhaert recognizes that Korean consumers are eager to explore new experiences. This drives OB Beer’s commitment to developing innovative products and refreshing existing ones. He also champions food pairing, highlighting beer’s versatility with various cuisines, including cheese, often associated with wine.
Listening and Learning: A Global Perspective
Having worked in multiple countries, Verhaert values cultural curiosity. “You must first listen and learn before adapting to a new culture,” he advises. His leadership approach reflects this philosophy: “Ears are two, and the mouth is one,” he says, emphasizing the importance of listening more than speaking.
At OB Beer, this mindset is evident in the open layout of the office, where even the CEO’s desk is integrated with those of other employees. Verhaert’s humility fosters a collaborative environment and open communication.
Olympic Partnerships and Global Recognition
Under Verhaert’s leadership, OB Beer has achieved notable successes, including its role as the official sponsor of the “Olympic Day Run 2024.” Cass, OB Beer’s flagship brand, celebrated its 30th anniversary with Olympic-themed products and campaigns, including collaborations with K-pop group Seventeen.
Verhaert proudly stated, “Cass is more than just a beer; it represents Korea’s vibrant culture and passion for sports and music. As the first Korean beer brand to partner with the Olympics, Cass unites people with its refreshing spirit.”
Sustainability and Future Goals
OB Beer is also committed to sustainability. In 2022, the company completed the installation of RE100 solar panels at its Gwangju plant, marking a significant step toward renewable energy use.
As Verhaert continues to lead OB Beer with a blend of Belgian expertise and a deep understanding of Korean culture, his vision of fostering excellence, respect, and friendship within the company and beyond sets a strong foundation for the future. The “Koreanized Belgian” CEO exemplifies how global leadership can harmonize tradition and innovation to create lasting impact.
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