South Korea: HiteJinro announces launch of a new premium edition beer

HiteJinro announced that it will launch a premium limited edition beer called 'Terra Single Malt Edition' on the 8th of September, ChosunBiz reported.

The Terra Single Malt Edition was released for the fourth consecutive year under the concept of 'a lager beer that can be encountered only once a year.' It uses 100% barley and hops grown on Tasmania, which is known for its pristine environment, with 40% of the island designated as a UNESCO World Heritage Site. The brewing process was conducted in collaboration with the local brewery 'Joe-White Maltings,' which boasts over 100 years of tradition, utilizing the Tasmanian single variety 'ELLA hops' to create a soft and fragrant floral aroma. In particular, consumers can verify the entire process from 'barley-malt-beer' through the QR code embedded in the packaging.

This year, HiteJinro maximized the value of the limited edition through a packaging collaboration with the popular character DinoTaeng, which IPX (formerly LINE Friends) is currently developing in its IP business. As the previously introduced 'Terra｜DinoTaeng Ice Bag' collaboration received a great response from consumers, HiteJinro noted that a positive reaction is anticipated for this collaboration as well. The Terra Single Malt Edition will be available in two types of cans, 355ml and 500ml, and will be sold in major department stores and convenience stores nationwide.