"Through Kelly, we will create a powerful storm in the beer market and surely reclaim the number one position in the domestic beer market, following soju."
Inkyu, CEO of HiteJinro, is explaining the new product Kelly at the HiteJinro press conference held on the 30th at Samcheonggak in Seongbuk-gu, Seoul.
At a HiteJinro press conference held on the 30th at Samcheonggak in Seongbuk-gu, Seoul, CEO Kim clearly expressed his intention to regain the top spot in the domestic beer market with the new beer brand ‘Kelly (KELLY)’.
Kelly is a new beer brand introduced by HiteJinro for the first time in four years since ‘Terra’ in 2019. The name Kelly is an abbreviation of ‘KEEP NATURALLY,’ meaning it minimizes artificial elements and pursues naturalistic ingredients, brewing methods, and taste. Kelly features the use of 100% premium malt grown in Denmark, exposed to the North Atlantic sea breeze, and undergoes a double maturation process.
CEO Kim emphasized, “Terra rapidly grew from its launch and created a storm in the beer market, overturning the domestic liquor industry landscape. However, due to unforeseen circumstances such as COVID-19 and the global economic recession, the goal of reclaiming the number one position in the domestic beer market is still ongoing.”
He added, “Now, we must anticipate and understand the needs of a market and consumers thirsty for innovative products and present products that exceed consumer demands. Instead of maintaining the stable position in the beer market established by Terra, we decided to take the challenging path of bold new challenges and leading change.”
CEO Kim said, “Kelly is a product carefully observed and researched over a long period to meet consumers’ expectations and demands in the regular beer market,” and concluded, “Through Kelly, we want to prove once again that our challenge was not in vain.”
Kelly is scheduled to be simultaneously sold nationwide at large supermarkets, convenience stores, and other home channels, as well as restaurants and entertainment venues starting from its first shipment on the 4th of next month. The shipment price is the same as existing beers, and the alcohol content is 4.5%.
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