HiteJinro to Sell 'Aisher Aisle' Year-Round

Sold Out Every Release, Switched to Permanent Operation Due to Consumer Demand

HiteJinro announced on the 2nd that it will make the limited-edition 'Aisher Aseul,' launched in collaboration with Orion's 'Aisher,' a regular product in response to consumer requests. Aisher Aseul will be available year-round at key business districts nationwide, convenience stores, large supermarkets, and grocery stores.

Aisher Aseul was first released in October 2020 as the first brand collaboration in the soju category. It attracted attention from the start with its refreshing lemon flavor and strong tingling sensation, selling out early within a month and receiving explosive responses. Following the sell-out, continuous consumer demand led to three re-releases in June 2021, March 2023, and December 2023, all of which sold out.

Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, "Thanks to the great interest and affection from MZ (Millennial + Gen Z) consumers, we have officially launched Aisher Aseul ahead of the new semester season," adding, "As a leading alcoholic beverage company in Korea, we will introduce various products that align with alcohol trends."