HiteJinro Launches 4th New Product of Filite... This Time Lemon Flavor

[Asia Economy Reporter Lee Seon-ae] HiteJinro announced on the 21st that it is strengthening its sparkling fruit alcoholic beverage lineup by launching a new concept fruit sparkling alcoholic beverage, 'Filite Radler,' which can be enjoyed lightly and without burden.

Considering the recent activation of the home drinking market and the spread of a light drinking culture due to the impact of the novel coronavirus (COVID-19), the company planned a fruit sparkling alcoholic beverage with an alcohol content of 2 degrees. This new product will be introduced first as a seasonal limited edition, and depending on market response, a full launch will be considered.

HiteJinro, which pioneered the sparkling alcoholic beverage market in Korea, has been releasing new products every year as a leading company, including 'Filite' in 2017, 'Filite Fresh' in 2018, and 'Filite Weizen' in 2019, striving to provide consumers with novelty and enjoyment. In fact, the Filite brand quickly established itself in the market by harmonizing excellent cost-effectiveness, quality, and character marketing, gaining support from the trend-sensitive younger generation as well as solo drinkers and home drinkers. In the home market (convenience stores, large supermarkets, etc.) where various brands compete, it grew into a mega brand by surpassing 900 million cans sold in just 3 years and 2 months since its launch.

The newly introduced Filite Radler was developed inspired by the culture in Germany of lightly drinking a mixed beverage (Radler) made by mixing beer and lemonade after cycling. By using refreshing Filite with tangy lemon and various fruit ingredients, a Radler with an alcohol content of 2 degrees that can always be enjoyed without burden was completed. The package applies a lemon color to visually convey the fresh and sweet lemon flavor first, and utilizes the lemon Filly character carrying a bag and going on a picnic to capture the unique sensibility of the Filite brand.

Only two can products (355ml, 500ml) will be released, and after the first production on the 24th, sales will begin nationwide at large supermarkets, convenience stores, etc. from the 5th of next month. The shipment price is the same as Filite.

During the limited sales period, HiteJinro plans to continue marketing activities using the Radler character 'Lemon Filly' to maintain the brand's trendiness.

Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, “As a leading company that pioneered the domestic sparkling alcoholic beverage market, we have expanded the consumer base by launching new products reflecting the diverse needs and tastes of consumers. We will continue to strengthen our competitive edge in the market and lead sustainable growth through relentless research and development.”

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