'Hite Zero 0.00' Sold Over 100 Million Cans... 'Non-Alcoholic' Captivates MZ Generation

HiteJinro Non-Alcoholic Beer Beverage
Surpasses 100 Million Cans Sold in 10 Years
Gaining Popularity Among MZ Generation Due to Changing Drinking Culture
Alcohol Industry Launches Successive Non- and Low-Alcohol Beers

[Asia Economy Reporter Song Seung-yoon] HiteJinro's domestic first non-alcoholic beer-flavored beverage, 'Hite Zero 0.00,' has surpassed a cumulative sales volume of 100 million cans as of this month. This is the first time that a non-alcoholic beer-flavored beverage brand has exceeded 100 million cans in cumulative sales.

According to HiteJinro on the 24th, Hite Zero 0.00, launched in November 2012, has exceeded 100 million cans in cumulative sales as of this month. The market share of Hite Zero 0.00 in the non-alcoholic beer market is estimated by the industry to be around 50%.

The main factor behind this is the increasing demand for low-alcohol and non-alcoholic beer, driven by the drinking culture among the MZ generation (Millennials + Generation Z) that favors enjoying the atmosphere and socializing over heavy drinking. Sales of Hite Zero 0.00 in the first half of this year also increased by 81% compared to the same period last year. A HiteJinro official said, "We plan to continuously target the home-use market as the home drinking culture settles," adding, "Since there is growth potential in the commercial market as well, we plan to focus our marketing capabilities accordingly."

[Image source=Yonhap News]

As demand increases mainly among younger consumers, the non-alcoholic and low-alcohol beer market is steadily expanding. Under domestic liquor tax law, products with an alcohol content of less than 1% are classified as beverages rather than alcoholic drinks. Products with no alcohol at all are classified as non-alcoholic, while those with less than 1% alcohol are classified as low-alcohol or non-alcoholic. The fact that these products are not classified as alcoholic beverages and thus can be sold online is also considered a factor contributing to the expansion of the non-alcoholic and low-alcohol beer market.

The liquor industry is also accelerating its steps to keep up with this trend. OB Beer’s non-alcoholic beer ‘Cass 0.0’ surpassed 6 million cans in cumulative sales online, including on Coupang, by the end of May. Online sales of Cass 0.0 account for about 20-30% of total channel sales. Online sales of Cass 0.0 in the first half of this year also grew 85% compared to the same period last year. Lotte Chilsung Beverage renewed ‘Cloud Clear Zero’ last year and plans to launch a low-alcohol beer product in the second half of this year.

Qingdao recently launched a new 500ml can of ‘Qingdao Non-Alcoholic,’ expanding its lineup beyond the existing 330ml cans and bottles. OB Beer also consecutively introduced ‘Budweiser Zero,’ made with the same ingredients and fermentation process as Budweiser, as well as ‘Hoegaarden Zero’ and ‘Hoegaarden Fruit Brew,’ famous for wheat beer.

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