‘Hite Zero 0.00’ Complete Renewal... Alcohol, Sugar, Sodium 'Zero'
Renewed in Taste, Product Features, and Design After 8 Years
Zero Alcohol, Calories, Sugars, and Sodium
[Asia Economy Reporter Lim Hye-seon] HiteJinro announced on the 1st that it has fully renewed and launched its non-alcoholic beverage ‘Hite Zero 0.00’. After 8 years since its launch, everything except the name, including taste, design, and brand concept, has been changed.
‘Hite Zero 0.00’ focuses on delivering a taste and refreshing sensation closest to beer, applying the family look design of Hite beer. It is explained that the slight off-flavors and odors felt in the previous product have been completely removed, and the cool, original taste that hits the throat has been rediscovered.
Along with the change in taste, the main differentiation point is ‘All Free’. This product, which is zero alcohol, zero calories, and zero sugar, is the first all-free product in Korea. It expands its domain not only as a non-alcoholic beer-flavored beverage but also as a healthy carbonated drink that can replace existing high-calorie, high-sugar carbonated beverages.
The calorie content of one can (350mL) of Hite Zero is 13.8 kcal. According to the Ministry of Food and Drug Safety’s ‘Food Labeling Standards’, it qualifies as non-calorie and calorie zero (less than 4 kcal per 100ml is considered non-calorie).
Meanwhile, due to the impact of COVID-19, consumers seeking non-alcoholic beer for home drinking and home parties have increased. In fact, ‘Hite Zero 0.00’ has surpassed cumulative sales of 60 million cans since its launch, and last year’s annual sales increased by 34% compared to the previous year.
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In Japan, where the non-alcoholic beer market was formed three years earlier than in Korea, companies such as Kirin, Suntory, Asahi, and Sapporo simultaneously launched non-alcoholic beer brands, resulting in a market worth 700 billion KRW within four years. Currently, the market size is about 850 billion KRW. In Korea as well, if full-scale competition takes place, it is expected that a non-alcoholic beer market worth 200 billion KRW will open within three years.
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