HiteJinro Beverage's 'Black Barley' Sells 300 Million Bottles Over 5 Years

[Asia Economy Reporter Eunmo Koo] Hite Jinro Beverage announced on the 4th that its black barley tea beverage 'Black Barley' surpassed a cumulative sales volume of 300 million bottles (based on 340ml) by the end of December last year.

Launched in December 2017, 'Black Barley' created a sensation from the beginning by utilizing the latest and highest quality new ingredient, black barley, for the first time in Korea. It recorded sales of 42 million bottles within one year of launch and surpassed cumulative sales of 100 million bottles in February 2020, 26 months after its release. Since then, it has achieved double-digit sales growth annually.

The main factor behind Black Barley’s remarkable achievements in a short period is analyzed to be its differentiated product quality. Hite Jinro Beverage promoted the premiumization of barley tea by turning domestically produced new variety black barley into a beverage, aligning with the expanding consumer trend in the beverage market toward essential daily items such as bottled water and barley tea.

Black barley is a premium barley variety developed for the first time in the world by the Rural Development Administration. It is known to be richer in anthocyanin, beta-glucan, and dietary fiber compared to regular barley. Currently, it is cultivated only in certain regions in Korea, such as Gochang in Jeonbuk and Haenam, the southernmost village, which are designated as biological conservation areas. Black Barley is made from 100% domestically produced black barley, contains no caffeine or sugar, and is good for quenching thirst and absorption in the body, making it a healthy alternative to water for anyone.

A Hite Jinro Beverage official stated, "As the consumer trend favoring caffeine-free, sugar-free, and calorie-free beverages continues, the growth of the barley tea market, which fits essential daily beverages, is expected to continue. With the strong presence of Black Barley in the barley tea market, we will lead market expansion through aggressive marketing."