[2020 Asia Consumer Awards] Maximizing Refreshment with 100% Real Carbonation... The Success Secret of 'Terra'

Containing 100% Naturally Occurring Real Carbonation from the Fermentation Process
Surpassing 456 Million Bottles Sold... Thriving Success

[Asia Economy Reporter Choi Saeng-hye] HiteJinro launched 'Cheongjeong Lager - Terra' in March last year. 'Terra,' which means soil, earth, and planet in Latin, is a product that uses 100% malt from Australia, ranked number one worldwide in air quality, and contains 100% naturally occurring real carbonation from the fermentation process.

The packaging of Terra applies 'green' as the brand color, best expressing the clean lager concept. Additionally, a brand identity (BI) was developed by shaping a triangle and simply emphasizing the brand name, which was utilized in the label design. In particular, a tornado-shaped positive and negative embossing pattern was applied to the shoulder of the bottle, visualizing the refreshing sensation of the swirling lager.

As of December 24 last year (279 days after launch), Terra recorded cumulative sales of approximately 15.03 million cases, about 456 million bottles (based on 330ml). This equates to 10 bottles per adult (based on 42.31 million adults), with 19.2 bottles sold per second. If the bottles were laid end to end, they could circle the earth more than twice (42,411.5 km). Compared to the initial 200 million bottles sold in just 165 days, the sales speed has increased about threefold.

HiteJinro has been implementing the 'Fresh365' system to ensure continuous management after product sales. This campaign, started in 2006, aims to provide fresh beer 365 days a year. HiteJinro visits retail stores and restaurants nationwide to exchange products past their quality maintenance period free of charge and provides a liquor knowledge guidebook titled 'Alcohol Tastes Better When You Know It,' published by the company.

This content was produced with the assistance of AI translation services.