"Double-Digit Growth with a Differentiated Lineup"
HiteJinro announced on the 12th that the sales of its distilled soju brand 'Ilpoom Jinro' have increased by more than 20% as of October compared to the same period last year.
HiteJinro explained that the background of this growth was due to continuous marketing activities such as steady new product launches and model selections to expand the brand's value and awareness, as well as operating a dedicated Ilpoom Jinro team to expand sales nationwide. They emphasized that efforts to understand and communicate with the increasingly diverse consumer needs were effective.
In particular, marking its 100th anniversary this year, the company released limited editions such as the commemorative ‘Ilpoom Jinro 1924 Heritage 100th Anniversary Edition’ and the high-alcohol ‘Ilpoom Jinro Cask Strength,’ which stimulated consumers' desire to collect. Earlier, HiteJinro introduced ‘Ilpoom Jinro Cask Strength’ using the cask strength technique, which is the first in the soju industry to bottle matured original liquor without adding water. Additionally, in May, they expanded their portfolio by launching ‘Ilpoom Jinro Oak 25.’
HiteJinro plans to utilize matured original liquor stored in the country’s largest wooden barrel aging room according to product characteristics and showcase a differentiated distilled soju lineup by consolidating its unique know-how. Oh Sung-taek, Executive Director of HiteJinro’s Marketing Division, stated, "To keep pace with increasingly sophisticated consumer needs and deliver a unique brand experience, we are continuously planning and launching commemorative products with excellent quality and high rarity. Based on the sense of mission befitting the first 100-year company in the domestic liquor industry, we will continue the legacy of traditional Korean distilled liquor and lead the related market."
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