HiteJinro Relaunches Light Beer 'S Light'

Light Beer with 34% Fewer Calories Compared to Regular Beer

HiteJinro is launching a new premium light beer called ‘S’.

On the 31st, HiteJinro announced that it will fully renew its ‘S’ beer, the first domestic beer containing dietary fiber launched in 2007, by lowering the calories even further and applying new packaging, renaming it ‘S-LIGHT’. The strategy is to solidify its position in the premium light beer market with S-LIGHT, which has been completely revamped from the brewing process to the design to align with the recent health-conscious trend. S-LIGHT is scheduled to be released on February 1.

S-LIGHT maintains the high fermentation method that minimizes carbohydrates from the original S, resulting in 34% fewer calories compared to regular beer (26 kcal per 100mL). It also retains the highly satisfying taste and aroma of the original, with the same alcohol content of 3.8%. The packaging has undergone a major transformation as well. To intuitively convey the lightness of the light beer, the bottle has been changed from green to transparent, and the bottle shape has been redesigned to emphasize a cool and refreshing taste.

Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, "Reflecting the recent consumer trend toward health, we have renewed and launched S-LIGHT to maximize the advantage of low calories. We will lead the premium light beer market through various marketing activities.”