Fruit Beer 'Trollbrew' Sells 4.5 Million Cans in Just One Year Since Launch

[Asia Economy Reporter Lim Hye-sun] Shinsegae Group's liquor distribution specialist Shinsegae L&B (hereinafter, Shinsegae L&B) announced on the 16th that its fruit beer brand 'Troll Brew' achieved cumulative sales of 4.5 million cans within one year of its launch (November 2020 to November 30, 2021). In particular, convenience stores accounted for a high sales proportion among major sales channels (70% of total sales, 3.15 million cans).

Shinsegae L&B launched the German fruit beer brand 'Troll Brew' last November and introduced the product through various distribution channels such as E-Mart, Traders, and convenience stores.

Regarding the success in convenience stores, Shinsegae L&B analyzes that it is due to the avoidance of high-alcohol beverages among the MZ generation, the main customer base of convenience stores, and the NOLO (NO alcohol or LOw alcohol) culture. According to customs statistics, while the volume of imported beer decreased this year, imports of non-alcoholic beer grew by 113.5% compared to the previous year.

'Troll Brew' is a fruit beer from 'Eichbaum,' the largest brewery in Mannheim, Germany. It is characterized by harmoniously combining the refreshing taste of beer with the tangy flavor of fruit by adding grapefruit juice and lemon juice concentrate to a lager beer base. The alcohol content is low, at 2.6% (grapefruit) and 2.4% (lemon).

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