‘Jinro Is Back’ 2030 Is Back... Continuing Growth Despite COVID-19 Slump

Jinro's Sales Grew 5% Year-on-Year Last Year
Targeting 20s with a Young and Trendy Image
Differentiated Branding Drives Upward Momentum

[Asia Economy Reporter Eunmo Koo] Despite the downturn in the alcoholic beverage market caused by COVID-19, the growth of HiteJinro’s Jinro soju, launched in 2019 alongside the retro trend, continues. According to industry sources on the 8th, Jinro’s sales last year grew by 5% compared to the previous year. This growth rate is more than ten times higher than the 0.4% increase in sales of HiteJinro’s soju division during the same period. The sales of HiteJinro’s soju division, which recorded 1.287 trillion KRW in 2020, amounted to 1.2922 trillion KRW last year.

Jinro’s strong performance is attributed to differentiated branding that sets it apart from traditional soju. Earlier, in April 2019, HiteJinro reinterpreted the original Jinro soju, ‘Dukkeobi Soju,’ with a modern sensibility and launched it. This move was aimed at inheriting the authenticity of the original brand while broadening the consumer base. In particular, the strategy targeted people in their 20s who appreciate nostalgic feelings in an interesting way, strengthening a young and trendy image. In this process, the introduction of a sky-blue colored soju bottle gave a fresh and mild impression, also differentiating the packaging.

Marketing efforts that allow consumers to experience the brand across various lifestyle aspects are also credited with driving Jinro’s upward trend. Jinro, the first in the soju industry to adopt a character as its model, has conducted segmented marketing focused on young generations who value experience and meaning, including goods featuring the Dukkeobi character, various collaborations with other industries, and operating the pop-up store ‘Dukkeobsanghoe.’ Additionally, the mixed drink ‘Tejina,’ a bomb cocktail combining the beer ‘Terra’ and Jinro soju, has captivated consumers’ tastes, contributing to increased sales.

A HiteJinro official said, “We are focusing on establishing Jinro as an iconic soju brand representing the younger generation,” adding, “The differentiated packaging, clean taste, and character marketing activities are reasons why people in their 20s and 30s choose Jinro.”

This year, the soju market including Jinro is expected to recover as expectations for a return to normal life rise, combined with the price increase effect from last February. Mi-jin Jo, a researcher at NH Investment & Securities, predicted, “Considering the gradual recovery in daily life demand and the price increase effect of soju, stable demand recovery is expected this year.”