Australian Pure Malt... Enhanced Terra Flavor
Four Times Longer Wort Extraction Than Regular Beer
First Shipment on July 3... Actor Lee Dong-wook Selected as Model
HiteJinro announced on the 18th that it will launch a new low-calorie beer product, 'Terra Light,' which incorporates the technology of 'Terra.'
From the initial planning stage of Terra Light, HiteJinro focused not only on diet and low calories but also on creating a beer that is light yet delicious to enjoy. To enhance the completeness of Terra Light, HiteJinro conducted tests on about 100 prototypes over four years. As a result, they developed the optimal light beer quality that captures both 'beer-like' characteristics and 'low calories' with an alcohol content of 4.0% and 25 kcal per 100mL.
Terra Light uses Terra's '100% Australian pure malt' as its base. From raw materials to additives, no sugars or sweeteners were used, and to maximize Terra's original intense refreshing sensation, the '100% real carbonation method' was applied. Additionally, to achieve a beer-like flavor that is difficult for light beers to have, malt extract that was brewed for four times longer than regular beer was used to complete the product.
The packaging is based on the Terra swirl bottle optimized in proportion, with differentiated color and label. Based on domestic consumer research results, the bottle color chosen was 'clear bottle,' which appears the lightest, and the label applied was in 'cobalt blue,' the optimal combination that visually maximizes the refreshing sensation when beer is contained. Furthermore, a handwritten-style font was applied to express a light feeling.
HiteJinro plans to carry out various brand activities at consumer touchpoints during the early launch of Terra Light. The brand will be promoted through diverse social media (SNS) content with influential influencers, and popular Terra goods such as color glasses and soju-makgeolli glasses will be newly introduced in Terra Light versions. Additionally, actor Lee Dong-wook has been selected as the model for the advertising campaign.
Terra Light will be released in entertainment-use bottles (500mL), home-use bottles (500mL), cans (355mL, 453mL, 500mL), and PET bottles (1600mL), with the first shipment scheduled for the 3rd of next month.
Oh Seong-taek, Executive Director of Marketing at HiteJinro, stated, "As a leading comprehensive liquor company in Korea, we have launched the new beer product Terra Light to meet the needs of consumers and the market in the era of healthy pleasure. We expect it to bring a fresh breeze to the beer market with its light calories from the real zero sugar method and the cool refreshing sensation from the 100% real carbonation method."
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