The Alcohol Industry Reignites Music Festivals, "True Summer, Drink and Enjoy"

HiteJinro, Heineken Resume Events Halted by COVID-19
Maximizing Brand Affinity Efforts

[Asia Economy Reporter Koo Eun-mo] As social distancing measures have been lifted and the summer peak season has arrived, demand for alcoholic beverages is expanding, and music festivals are emerging as a key marketing battleground for the liquor industry. The strategy is to expand touchpoints with consumers and maximize brand affinity through offline events revitalized after three years.

The most notable player is HiteJinro. According to the liquor industry on the 25th, HiteJinro will hold the ‘2022 Islive Festival’ on July 3rd at Jarasum in Gapyeong-gun, Gyeonggi-do. First held in 2018, Islive was suspended for two years due to COVID-19 after the 2019 event but is reopening this year after three years. HiteJinro plans to strengthen communication with the audience through not only performances but also Isul Pocha (Isul pub) where various liquors such as ‘Chamisul’ and ‘Terra’ can be enjoyed, photo zones, and a goods shop.

HiteJinro is also sponsoring overseas events beyond Korea. Until the 28th, HiteJinro is promoting its brand by opening a Jinro-exclusive booth and conducting tasting events at the ‘All Points East Festival (APEF)’ music festival held in London, UK. The company aims to accelerate the global recognition of Chamisul and the globalization of soju through official sponsorship.

Heineken will also hold the music festival ‘Heineken Starmix’ for the first time in five years on October 1st. About 40 top domestic and international artists from various genres such as K-POP, hip-hop, R&B, and EDM are expected to participate. Having recently launched ‘Heineken Silver’ and ‘Heineken 0.0,’ Heineken plans to actively promote these new products targeting Generation Z during the Starmix period, as it is a rare opportunity to meet consumers.

OB Beer is not hosting events directly but is making its presence felt by sponsoring a series of large music events. It officially sponsored the ‘Incheon Pentaport Rock Festival 2022,’ held for three days from the 5th to the 7th at Songdo Moonlight Festival Park. In July, it participated as an official sponsor of the ‘S2O Korea Songkran Music Festival’ and also took part as the main sponsor of the ‘2022 Daegu Chimaek Festival.’ Tsingtao will be the sole sponsor of the ‘Jeonju Ultimate Music Festival (JUMF),’ which starts on the 26th.

The reason liquor companies are rushing to participate in festivals is clearly to expand direct touchpoints with consumers, increase drinking experiences, and maximize brand image and affinity. An industry insider explained, "Music festivals attract high consumer interest and participation, so hosting or sponsoring related events has a broad effect on increasing brand awareness. Another advantage is that within the event, consumers naturally encounter and drink the products, which enhances brand affinity."

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