HiteJinro's 'Terra' Surpasses 1 Billion Bottles Sold Last Year... "Largest Since Launch"

‘Terra,’ celebrating its 4th anniversary since launch, set a new annual sales record by selling over 1 billion bottles last year.

HiteJinro announced on the 21st that Terra’s annual sales last year increased by about 11% compared to the previous year, surpassing 1 billion bottles for the first time since its launch.

Sales in the entertainment channels, including general restaurants and bars, increased by about 33% compared to the previous year, driving the highest sales. While sales in the entire entertainment market grew across all sectors, sales of small bottles mainly consumed in pubs and clubs increased by about 85% compared to the previous year, and draft beer enjoyed at chicken and hof (Korean pub) establishments also rose by about 54%. HiteJinro analyzed that the various promotions and aggressive marketing activities carried out in the second half of last year, coinciding with the endemic phase, led to the record sales.

Home channels such as large supermarkets also showed steady growth with an average annual growth rate of 26% since launch, alongside the home drinking trend. HiteJinro evaluated that the launch of new can beer products in sizes of 400mL and 463mL, as well as a 1.9ℓ large-capacity PET bottle last year, expanded consumer choices and acted as a new growth driver.

Since its launch in March 2019, Terra has sold approximately 3.6 billion bottles cumulatively until February of this year, recording an average annual growth rate of 23%.

Oh Seong-taek, Executive Director of Marketing at HiteJinro, stated, “Terra, celebrating its 4th anniversary, achieved record-breaking results by strengthening the product’s essence with a clean lager concept and innovative marketing activities, gaining recognition from consumers. We will continue to strengthen our market engagement activities to provide a differentiated brand experience unique to Terra and strive to become Korea’s representative beer.”