HiteJinro's Sparkling Beer 'Filite' Surpasses 1.2 Billion Cans in Cumulative Sales

[Asia Economy Reporter Seungjin Lee] HiteJinro announced on the 29th that its sparkling beer 'Filite' has surpassed cumulative sales of 1.2 billion cans (based on 355ml).

Launched on April 25, 2017, under the slogan "Unbelievably crafted refreshment," Filite surpassed approximately 1.215 billion cans sold in 1,525 days (as of June 27), which equates to about 9 cans sold per second. In the recent 2 years and 3 months, 700 million cans were sold, a pace 1.2 times faster compared to the initial rapid growth period when 500 million cans were sold within 2 years of launch.

HiteJinro evaluated that amid intensified competition in the home market due to social distancing caused by COVID-19, Filite has maintained its growth speed and continued to uphold its brand presence.

Filite opened the door to the domestic sparkling beer market and quickly established itself, showing steady growth through explosive expansion and product evolution. Now in its fifth year since launch, Filite refreshed its packaging in April to a familiar and preferred design to get closer to its main consumer base. Following 'Filite' in 2017, 'Filite Fresh' in 2018, and 'Filite Weizen' in 2019, the fourth new product, 'Filite Radler,' which was released as a limited edition in 2020, was officially launched this year, leading the low-alcohol beverage market with a solid portfolio.

HiteJinro plans to continue focusing on market changes such as the growing home market and increase in home drinkers, aiming to enhance preference as a brand leading the diversifying alcoholic beverage market through proactive and aggressive activities.

Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, "As the number one sparkling beer brand in Korea, we will continue consumer engagement activities this year based on the solid quality we have carefully crafted to secure an unrivaled position in the home market." He added, "In addition to launching planned products to strengthen home market targeting, we will enhance communication with consumers through various online content production and merchandise operations using the 'Pilly' character."

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