Terra Leads and Kelly Pushes... HiteJinro Targets Summer Beer Peak Season

HiteJinro is sponsoring various regional festivals and strengthening collaboration activities tailored to each brand's characteristics to celebrate the peak summer beer season.

Kelly Lounge Seoul
Photo by HiteJinro

HiteJinro will participate as a special sponsor of the Jeonju Gamjaek Festival from August 17 to 19. This is a representative beer festival where visitors can taste beer brewed on the same day. There is also the Hongcheongang Starlight Music Beer Festival held from August 2 to 6. Fresh draft beer produced at HiteJinro's Gangwon Brewery, the largest beer factory in Asia, along with craft beers from Hongcheon County, will be served. At the end of August, HiteJinro will participate as the main sponsor of the Songdo Beer Festival.

HiteJinro also plans to carry out various environmentally conscious collaborations in line with the clean concept of its "Cheongjeong Lager - Terra." A representative example is the first collaboration with the fashion brand 'Alkin' on the 'Clean Campus' eco-friendly project. Promotional materials used at festivals and waste resources collected from university campuses will be used to produce goods, and the profits from sales will be returned to university students. This collaboration model will be operated year-round with other brands as well.

'Kelly,' which surpassed 1 million boxes sold within 37 days of its launch last month, is also actively promoted online. The advertisement video featuring model Son Seok-gu recorded approximately 14 million views, and consumer recommendations and comments related to Kelly on social networking services (SNS) exceeded 2.5 million.

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