HiteJinro Terra, Summer Peak Season Nightlife Market Sales Up 50%... Continues Trendy Momentum

Terra Entertainment Channel Sales Increased by 50% from June to August This Year
Draught Beer Sales Also Up 64% Compared to Same Period Last Year
Revival of Various Festivals and Consumer Engagement Marketing Proved Effective

HiteJinro 'Terra' 355ml can and bottle products. / Photo by HiteJinro

[Asia Economy Reporter Song Seung-yoon] HiteJinro's beer 'Terra' is making a strong showing in the entertainment market, marking a full-scale recovery of its pre-COVID-19 growth momentum.

HiteJinro announced on the 19th that sales of Terra in the entertainment channel during the peak summer season from June to August this year increased by 50% compared to the same period last year. Cumulative sales in the entertainment market until last month also rose by about 33%. In particular, during the peak season, draft beer sales of Terra surged approximately 64% compared to the same period last year, showing explosive growth. Sales of bottled beer sold at restaurants and other venues also increased by 42%.

HiteJinro analyzes that marketing activities directly engaging consumers and the revival of various local festivals were the main drivers behind Terra's sales growth. The sharp increase in draft beer sales was largely due to successful promotions held this summer at vacation spots such as Busan and Gangneung, as well as participation in large-scale beer festivals nationwide in places like Jeonju, Songdo, and Chuncheon.

Since the transition to an endemic phase, various goods promotions that add fun to drinking occasions have also been effective in revitalizing the entertainment market. Following the release of the 'Terra Spooner (Spoon + Opener)', which gained great popularity among young consumers, HiteJinro launched the 'Spooner Max' last month, a large spooner three times bigger than the original, which became a hot topic. The 'Terra Tower', which allows multiple people to enjoy soju mixed with beer (somaek) simultaneously and adds the fun of watching the somaek whirlpool, has also received positive responses.

Last month, HiteJinro introduced the large-capacity beer product ‘Terra 1.9ℓ PET’, completing a lineup of three large-capacity PET products including 1ℓ and 1.6ℓ sizes. In addition, collaborations with various brands to expand consumer touchpoints continue, such as the 'Terra X UpUp' goods in partnership with the electronic device accessory brand UpUp, the ‘Jinro Collection’ in collaboration with 'Omniart', and the 'Terra X Skullpig Eco-friendly Leggings' created with the popular athleisure brand Skullpig. They are also actively engaging in eco-friendly activities to promote the core concept of Terra, 'cleanliness', by conducting eco-friendly marketing with several recycling brands, including the upcycling brand Qcleaf with the 'Terra X Qcleaf Upcycling Bag'.

HiteJinro plans to focus on the essence of the product and continue the trend momentum to strengthen Terra's brand preference in the future. To this end, they will develop unique drinking occasion goods exclusive to the Terra brand and continuously attempt cross-industry collaborations without boundaries to provide various fun and experiences.

Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, "Terra, Korea's representative beer, is leading market changes as it continues to grow alongside consumers' daily lives through local festivals and outdoor activities. We will continue various marketing activities that emphasize Terra's iconic green bottle and expand the trend momentum centered on the clean brand concept."

Meanwhile, as of the 30th of last month, Terra has firmly established itself as a trend beer by selling 3.22 billion bottles over 3 years and 7 months since its launch in 2019. This equates to about 29 bottles sold every second, with the sales pace steadily accelerating.

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