9 Cans per Second... HiteJinro's 'Filite' Surpasses 1.1 Billion Cans in Cumulative Sales
[Asia Economy Reporter Seungjin Lee] HiteJinro announced on the 3rd that Filite, which has grown into a mega brand, has surpassed cumulative sales of 1.1 billion cans, driving the expansion of the sparkling alcoholic beverage market.
Since its first launch on April 25, 2017, it has sold approximately 1.102 billion cans in 1,377 days (as of January 31), averaging 9 cans sold per second. In the recent 1 year and 9 months, 600 million cans were sold, which is 1.3 times faster than the pace of selling 500 million cans within 2 years during its early rapid growth phase.
In particular, it maintained its upward trend despite fierce competition in the home market, which expanded due to COVID-19 and social distancing measures. In fact, during the severe spread of COVID-19 last year in March, September, and December, sales increased by 27%, 19%, and 14% respectively compared to the previous month.
Filite opened the door to the domestic sparkling alcoholic beverage market, quickly settled in, and has shown steady growth. After its first launch in 2017, it expanded its lineup by releasing ‘Filite Fresh’ in 2018 and ‘Filite Weizen’ in 2019, broadening consumer choices. Last year, Filite launched its fourth new product, ‘Filite Radler’.
HiteJinro plans to continue focusing on market changes such as the growing home market and increase in home drinkers, aiming to enhance brand preference as a leading brand in the diversifying alcoholic beverage market through proactive and aggressive activities.
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Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, “As the No.1 domestic sparkling alcoholic beverage brand, we will continue various consumer engagement activities throughout this year to secure a unique position in the home market,” adding, “In addition to launching planned products to strengthen home market targeting, we will also continue Filly character marketing activities to enhance communication with consumers.”
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