HiteJinro Revamps Packaging of Filite Brand in Its 5th Year Since Launch

[Asia Economy Reporter Seungjin Lee] HiteJinro announced on the 28th that it will completely revamp the packaging of all brands of its sparkling alcoholic beverage 'Filite,' which is now in its fifth year since launch, and will actively engage in activities to strengthen the brand image familiar to consumers.

Filite, the first sparkling alcoholic beverage in Korea, surpassed 1.1 billion cans sold in just 3 years and 9 months since its launch. By releasing new products such as Filite Fresh and Filite Radler every year, it has been leading the growth of the domestic sparkling alcoholic beverage market. This revamp maintains the original beer quality for the first time since launch while reflecting the brand's characteristics in the package design.

The redesigned package makes the brand character 'Pilly' more friendly and cute, intuitively conveying Filite's refreshing crispness. The package visually represents '100% domestic barley,' 'low-temperature maturation method,' and 'the perfect ratio of malt and barley' in an intuitive way.

HiteJinro plans to expand media exposure through TV commercials and online content production to widely promote the 'unbelievably carefully crafted refreshment' of the renewed Filite. Additionally, it aims to enhance brand experience activities at consumer touchpoints such as large supermarkets and increase consumer preference.

The renewed Filite will be available nationwide at large supermarkets and convenience stores starting on the 29th, with the same wholesale price as before.

Seongtaek Oh, Executive Director of Marketing at HiteJinro, said, "Filite, the No.1 sparkling alcoholic beverage brand in its fifth year, will become more familiar to consumers through this renewal and further strengthen brand preference. As a leading brand that pioneered and led the growth of the domestic sparkling alcoholic beverage market, we will continue to actively communicate with consumers and lead healthy market expansion."

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