HiteJinro Renews Jinro Soju... 'Zero Sugar' Concept
[Asia Economy Reporter Song Seung-yoon] Hite Jinro announced on the 27th that it will renew its soju product Jinro with a 'Zero Sugar' concept. The renewed product is scheduled to be released on the 9th of next month.
This renewal was made in line with consumer trends that prioritize health. Under the Zero Sugar concept, no sugars were used, and Jinro's original taste was maintained with Hite Jinro's 98 years of brewing technology. Reflecting consumer needs, the alcohol content was lowered to 16 degrees, enhancing a clean and smooth throat feel.
Since its launch in April 2019, about 1.4 billion bottles of Jinro have been sold to date. This year, cumulative sales until November increased by about 5% compared to the same period last year. This means about 12 bottles are sold every second.
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Oh Seong-taek, Executive Director of Marketing at Hite Jinro, said, "As the originator of soju, we renewed Jinro to lead the flow and trends of the times," adding, "We will continue to communicate with consumers to grow as a leading brand in the domestic soju market along with Chamisul."
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