Terra Heated Up Hotly in Midsummer... "The Gale Blows Again"

Recovery of Pre-COVID Growth... Summer Peak Season Sales Up 50%
Terra Draft Beer Increases by 64%... Impact of Participation in Various Local Festivals
Triple-Sized Large 'Spooner Max'... Launch of Large-Capacity Terra '1.9ℓ'

[Asia Economy Reporter Song Seung-yoon] HiteJinro's beer 'Terra' is making a strong comeback to its pre-COVID-19 growth trajectory by performing well in the entertainment market.

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, draft beer sales of Terra during the peak season surged approximately 64% year-on-year, showing explosive growth. Sales of bottled beer sold in 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 beer festivals nationwide in places like Jeonju, Songdo, and Chuncheon.

Since the transition to an endemic phase (periodic outbreaks of infectious diseases), 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, in various colors and sizes, last month they launched the 'Spooner Max,' 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, they 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 'Terra X UpUp,' a collaboration with the electronic device accessory brand UpUp; the ‘Jinro Collection’ with OmnArt; and 'Terra X Skullpig Eco-friendly Leggings' created with the popular athleisure brand Skullpig. They are also actively engaging in eco-friendly activities to promote Terra’s core concept of 'cleanliness' by conducting environmental marketing with several recycling brands, including the upcycling brand Qcliff with the 'Terra X Qcliff Upcycling Bag.'

HiteJinro plans to focus on the essence of the product and maintain its trendiness to strengthen Terra’s brand preference going forward. To this end, they will develop unique drinking occasion goods exclusive to the Terra brand and continue to attempt cross-industry collaborations without boundaries to provide diverse fun and experiences.

Oh Seong-taek, Executive Director of HiteJinro’s Marketing Division, 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 its trendiness 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.