HiteJinro's Sparkling Beer No.1 'Filite' Surpasses 1.63 Billion Cans in Cumulative Sales

9.4 Cans Sold Per Second Over 5 Years and 7 Months Since Launch

[Asia Economy Reporter Koo Eun-mo] Filite, the number one domestic brand of sparkling beer, continues to grow in the home alcohol market.

HiteJinro announced on the 9th that Filite has surpassed cumulative sales of 1.63 billion cans.

Since its first launch in April 2017, this achievement was reached in 5 years and 6 months, averaging 9.4 cans sold per second. The sales speed of Filite has accelerated 1.4 times compared to its initial launch, and especially Filite Fresh recorded sales of 8.6 cans per second earlier this year, leading the growth trend. Additionally, to further accelerate growth recently, the company has launched the limited edition Filite Cherry, Korea’s first cherry sparkling beer, establishing a solid portfolio in the sparkling beer market and leading the low-alcohol trend in the alcohol market, according to the company.

HiteJinro plans to continue focusing on market changes such as the increase in the home market and product diversification, aiming to increase sales as a leading brand in the alcohol market through proactive and aggressive activities. Oh Seong-taek, Executive Director of Marketing at HiteJinro, stated, “As the overwhelmingly number one brand in the domestic sparkling beer market, we will continue consumer engagement activities with solid quality crafted throughout this year to maintain our unique position.” He added, “We will strengthen communication with young consumers through various marketing activities using the Filite character.”

Marking its 6th year since launch, Filite conducted its first package renewal in April last year to approach its main consumer base more closely with a familiar and preferred design. Following ‘Filite’ in 2017, ‘Filite Fresh’ in 2018, ‘Filite Weizen’ in 2019, ‘Filite Radler’ in 2020, and ‘Filite Radler Grapefruit’ in 2021, last month the limited edition Filite Cherry, Korea’s first cherry sparkling beer, was released and is gaining popularity.