HiteJinro Launches Japan's Top-Selling Kirin RTD 'HYOKETSU' in Korea

First Launch of Peach-Flavored 'HYOKETSU MOMO'

HiteJinro announced on July 30 that it will introduce the Japanese RTD (Ready To Drink) product 'HYOKETSU' in Korea for the first time.

HYOKETSU is a brand launched by Japan's Kirin Group in July 2001. It aims to be "a clean, not overly sweet alcoholic beverage that captures the freshness of fruit juice," and has differentiated its manufacturing process. As a result, it continues to lead the Japanese RTD market in sales volume.

The product being distributed in Korea is the peach-flavored 'HYOKETSU MOMO', which is characterized by the refreshing taste of peach juice. The juice is extracted from fruit at a low temperature and clarified for a clean flavor without any off-tastes. The alcohol content is 6.3%, and it is available as a single 330ml canned product.

Yoo Taeyoung, Executive Director at HiteJinro, stated, "In the past, RTD products with strong flavors mainly appealed to male consumers, but HYOKETSU offers a clean fruitiness without excessive sweetness, making it enjoyable for both men and women. This has established a new value proposition in the RTD market. We believe it will appeal to Korean consumers who are seeking a differentiated taste from existing RTD products."

HYOKETSU will be gradually rolled out through major supermarkets and warehouse-style discount stores nationwide.