Meeting 'TejinA' at LA Dodgers Stadium... HiteJinro Extends LA Dodgers Partnership for 3 More Years

[Asia Economy Reporter Seungjin Lee] You can also find HiteJinro's 'Tejinah (Tesla + Jinro)' at the LA Dodgers stadium in the United States.

HiteJinro announced on the 18th that it has extended its partnership contract with Major League Baseball's LA Dodgers for three more years, continuing its relationship with the Dodgers for 10 years to advance Jinro's global brand.

During the Major League Baseball season, the company plans to expand brand awareness among locals and strengthen promotion by selling fruit liqueurs and Terra at the stadium.

HiteJinro became the first in the Asian liquor industry to sign a partnership with the LA Dodgers stadium in 2012 and has been conducting various promotional activities. As an LA Dodgers partner, it has the rights to use the logo, install LED advertisements in the stadium, hold tasting events, and promote products through the LA Dodgers official magazine 'Insider,' enabling marketing activities targeting local baseball fans.

HiteJinro sells four types of fruit liquors and Terra canned beer at its exclusive sales booth, the 'HiteJinro Bar,' and 13 concession stands inside the stadium. To increase locals' accessibility to soju, it introduced the soju-based cocktail 'Soju So Blue' for the first time this year. 'Soju So Blue' uses the team's representative color, 'Dodger Blue,' and has received positive responses from fans.

HiteJinro plans to captivate locals through various promotional activities this year, including online events for American consumers and YouTube advertisements.

Hwang Jeong-ho, Executive Director of HiteJinro's Overseas Business Division, said, "By maintaining a 10-year partnership with Major League Baseball's LA Dodgers, HiteJinro is boosting the pride of Korean expatriates and attracting local market interest. As Korea's leading liquor company, we will focus on diversifying consumers so that Jinro can leap forward as a global brand while leading the globalization of soju."

Meanwhile, as Korea's representative liquor company, HiteJinro has declared the globalization of soju and currently exports soju products such as Jinro and Chamisul to over 80 countries. The clean lager Terra has started initial exports of 1.2 million bottles (330ml standard) to three countries: the United States, Hong Kong, and Singapore. The strategy is to raise awareness of Korean beer in the global liquor market and satisfy consumers.