[2021 Asia Consumer Awards] Record of Selling 1 Million Boxes in 39 Days After Launch

HiteJinro's 'Terra' in the Beer Category

[Asia Economy Reporter Lim Hye-seon] Terra, a brand awarded in the beer category by HiteJinro, is changing the landscape of the domestic beer market with its record-breaking growth. Since its launch in March 2019, Terra surpassed 1 million cases sold within 39 days, marking the fastest sales speed among beer brands in their early stages. It has continued its explosive growth, exceeding 1.3 billion bottles as of October last year.

The 100% real carbonation method enhances the unique refreshing sensation of lager, with the advantage of dense foam and long-lasting carbonation. By maximizing the strengths of lager, it delivers a cool refreshment that feels like a breath of fresh air, receiving positive responses from consumers. The application of green color and the development of bottle and label designs that intuitively convey the product’s characteristics were also effective. Over 250 beer bottles worldwide were studied, and through consumer testing, the most ideal color, shape, and length were determined. Additionally, about 80 signature patterns, 100 main label shapes, and 100 neck labels were reviewed to finalize the Terra packaging. Before launch, to realize Terra’s differentiated taste that maximizes the unique refreshing sensation and clean taste of lager, dozens of malt developments and consumer tests involving over 2,200 people were conducted.

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