HiteJinro, 5th Anniversary 'Terra' Cumulative Sales Reach 4.54 Billion Bottles

HiteJinro's 'Terra' Sells 29 Bottles Per Second
Record High Beer Sales in 5 Years
Selected as a Top 100 Brand for 3 Consecutive Years

HiteJinro's flagship beer, Cheongjeong Lager - Terra, surpassed cumulative sales of 4.54 billion bottles last March, marking its 5th anniversary since launch. This equates to 28.8 bottles sold per second (based on 330mL), making it the best-selling beer brand launched in the 21st century over the same period. Overcoming the crisis of the COVID-19 pandemic, it recorded an average annual growth rate of 17% over five years and was selected for three consecutive years in the Top 100 Brands announced by Brandstock last year.

HiteJinro provides diverse brand experiences by differentiating strategies for home and entertainment channels based on Terra's product strengths. The home channel, including large supermarkets and convenience stores, was targeted with a product diversification strategy. Various limited edition products such as new can sizes and single malt editions were launched to expand consumer choices. Terra's home channel sales recorded an average annual growth rate of 26% over the past five years and have been continuously increasing alongside the home drinking trend. In particular, canned beer showed a high growth rate with an average annual growth of 33%.

In entertainment channels such as restaurants and bars, marketing activities utilizing fun elements were effective. Terra developed unique items like Spooner and Somac Tower to target young consumers in their 20s. As a result, Terra's sales in the entertainment channel grew at an average annual rate of 16% over the past five years. Especially, sales in major university districts such as Hongdae, Sinchon, and Konkuk University more than doubled compared to the launch year, and sales during the semester opening season from March to May grew at an average annual rate of 46%. HiteJinro plans to focus on university areas with high growth potential in the first half of this year.