[Comprehensive Award] 100-Year Company HiteJinro... Terra Cumulative Sales of 5 Billion Units

2025 Asia Consumer Awards
Korea Alcohol Industry Association President's Award

Editor's NoteAt the 2025 Asia Consumer Awards, HiteJinro, which won the grand prize, surpassed 5 billion bottles in cumulative sales of its flagship beer brand 'Terra' last year. Terra made a smooth landing by selling 1 million cases within 39 days of its launch in March 2019, and has recently established itself as a leading domestic beer brand with an average annual growth rate of 26% over the past five years.

HiteJinro received the Korea Alcohol Industry Association President's Award at the 2025 Asia Consumer Awards. Celebrating its 100th anniversary last year, HiteJinro was highly praised for the love it received from consumers, as its flagship beer brand 'Terra' surpassed 5 billion bottles in cumulative sales. Terra made a smooth landing by selling 1 million cases within 39 days of its launch in March 2019, and has recently established itself as a leading domestic beer brand with an average annual growth rate of 26% over the past five years.

Last year, the 'Terra Light' launched in July also contributed. Terra Light was completed using malt extract that was extracted four times longer than regular beer to realize a beer-like flavor that light beers find difficult to achieve. It reflects the healthy pleasure trend with one-third the calories of regular beer and zero sugar content. According to market research firm Nielsen Korea, Terra Light ranked first in light beer sales at nationwide large supermarkets within one month of its launch, and by November, it had widened the sales gap with the second-ranked brand by more than 1.5 times, leading the market. Since the launch of Terra Light, the home market sales volume of the Terra brand during the peak beer season in July and August increased by 13% compared to the previous year.

Terra Lite

Terra Lite Launch TV Commercial

HiteJinro is participating in the Gangnam Station Chemistreet Festival and conducting a Terra Light promotion.

Last year, HiteJinro, the first in the liquor industry to celebrate its 100th anniversary, strengthened ESG (Environmental, Social, and Governance) management and focused on social responsibility. Under the slogan 'Add Sincerity,' HiteJinro practices management values that coexist with local communities and care for vulnerable groups around them.

They conduct sharing activities targeting marginalized neighbors, such as supporting vulnerable groups during Lunar New Year and Chuseok holidays, supporting welfare centers for the disabled on Disability Day, helping residents of jjokbangchon (small room villages) endure the summer, and providing necessary supplies to local children's centers at year-end. In particular, through donations, they have annually delivered vehicles to local social welfare organizations to ensure mobility convenience for the disabled and the elderly. Last year, marking the 100th anniversary, they expanded the scale and number of vehicles, supporting a total of 80 vehicles over 10 years to 80 social welfare institutions nationwide.

HiteJinro, Beautiful Day Special Exhibition.

HiteJinro, Snack Truck Event to Thank the Fire Station.

HiteJinro 100th Anniversary Clear River Stream Project.

They have been practicing environmental restoration and cleanup activities through the 'Companion Beach Environmental Cleanup Campaign' to reduce marine litter. HiteJinro has been conducting the Companion Beach Environmental Cleanup Campaign, promoted by the Ministry of Oceans and Fisheries, for five years with the aim of caring for specific beaches like companion animals to reduce marine litter. In March, May, September, and November of last year, they conducted marine litter collection activities four times at Dakmeore Coast in Jocheon-eup, Jeju City, and nearby roads. Especially in the September activity, a total of 15 scuba divers from the Jeju Coast Guard and the Jeju Underwater Leisure Association participated, collecting not only beach litter but also underwater waste, gathering a total of 266 kg.

Additionally, as the summer heatwave continued, they took the lead in activities to help vulnerable residents endure a healthy summer. In August last year, they operated 'HiteJinro Day' in the Seoul Station jjokbangchon, holding a donation ceremony and volunteer activities, and supported electricity bills to operate cooling devices at four unauthorized shantytown cooling shelters in Gangnam-gu. Furthermore, in November, at the Seocho-dong headquarters, HiteJinro CEO Kim In-gyu and families of firefighters attended a ceremony to deliver support funds to 15 firefighter bereaved families, including living expenses for parents of fallen firefighters and litigation costs for recognition of line-of-duty deaths.

Donation ceremony for the 24th Hite Jinro Championship.