South Korea: HiteJinro’s Terra beer brand sells more than 5.5 bln bottles since launch in March 2019

HiteJinro said cumulative sales of its Terra beer brand exceeded 5.5 billion bottles (as of June 30th), SportsChosun reported on July 30.

This is the rate at which 28 bottles were sold (330 ml) per second, and a total of 1.67 billion liters were sold, enough to fill about 729 Olympic-standard swimming pools. At the same time, each adult in Korea (based on 43.44 million people aged 20 or older) drank about 127 bottles.

Terra has surpassed 1 million box sales in 39 days since its launch in March 2019, setting a sales record at the fastest pace among beer brands, and has now established itself as a leading beer brand in Korea. The performance of 'Terra Light', which was launched in July, is also driving sales growth.

Terra Light was completed using Terra's "100% Australian-made clean malt" based on the extraction of the extraction of malt juice that took four times longer than regular beer to realize the beer-like flavor that Light beer is difficult to have. The package differentiated color and label based on terra whirlwinds completed at an optimized rate. According to the results of a domestic consumer survey, the lightest-looking bottle color, 'transparent bottle' was used, and the label of 'cobalt blue', the best combination to visually maximize the freshness when beer is contained, was applied. In addition, a handwritten typeface was applied to express a light feeling.

The popularity factors of Terra Lite are its rich taste and strong refreshing feeling, reflecting the Welsh Pleasure trend with 1/3 lower calories and zero-Sugger liquor than regular beer, while not losing 'Beer-like'.

Meanwhile, Terra selected JumpUp 2025 as its catchphrase and released a limited edition of the Terra X Pac-Man Edition in collaboration with the global brand 'PAC MAN'.

In addition, it will launch a vacation promotion that delivers brand experience and pleasure in major summer resorts such as Busan, Jeju, and Gangwon with a refreshing concept. In order to strengthen communication with MZ consumers, Terra Light participated in the recently held 'Mudorun with Coupang Play' as a sponsor in March of this year, 'MBN Sunset Marathon in Yeongjong' in April, and 'Geumcheon Love Marathon' in May. In particular, cast members such as Park Myung-soo, Ha-ha, and Jo Se-ho participated in the running event to commemorate the 20th anniversary of the 「Infinite Challenge」, and Terra Light received great response from the participants by operating an experience booth along with presenting exclusive goods.

It is expected that the only light beer in Korea will also release 500ml bottle products for entertainment, continuing the trend of drinking beer at restaurants. In addition, it is doing its best to strengthen its lineup by launching 490 ml cans for home use, which has been drastically reduced by about 17.4% compared to the unit price of Terra 355 ml cans to lower the consumer price burden.

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