HiteJinro's Chamisul and Terra Named Among 'Top 100 Brands of Korea 2023'

Chamisul, No.1 in Alcohol Category for 11 Consecutive Years
Tera, No.1 in Beer Category for 2 Consecutive Years

HiteJinro's brands 'Chamisul' and 'Cheongjeong Lager - Terra,' celebrating their 100th anniversary this year, have been selected as one of the Top 100 Brands in South Korea for 2023.

HiteJinro announced on the 5th that Chamisul ranked first in the alcoholic beverages category for 11 consecutive years in the '2023 Korea Top 100 Brands' announced by Brandstock, a brand value evaluation specialist company. Additionally, Cheongjeong Lager - Terra, launched in 2019, ranked first in the beer category for two consecutive years.

HiteJinro 'Chamisul Fresh and Terra'

Since 2003, Brandstock has selected and announced the Top 100 Brands annually based on the Brand Stock Total Index (BSTI). The BSTI is a brand value evaluation model combining a stock price index (70%) formed through simulated stock trading on the Brandstock Stock Exchange for over 1,000 brands across approximately 230 sectors, and a regular consumer survey index (30%).

Since its launch in 1998, Chamisul has surpassed cumulative sales of 39 billion bottles as of November last year, firmly maintaining its position as the number one in the soju industry. The company evaluates that its leading trend position is due to various marketing activities that have recently garnered strong responses from the MZ generation (Millennials + Generation Z). In September last year, HiteJinro held ‘Islive Festival,’ the only domestic soju music festival, and operated ‘Islive,’ the first online music content for soju, throughout the year. They also introduced goods featuring IU, who has been the longest-running model in the alcoholic beverage industry, and produced the ‘Isulbangul Edition’ and ‘Chamisul Color Glass’ featuring the Chamisul Isulbangul character.

Cheongjeong Lager - Terra, which quickly established itself in the beer market since its launch in March 2019, recorded cumulative sales of 4 billion bottles as of December last year. The 'Terra Single Malt,' released as a year-end limited edition recently, sold out all its stock within two weeks. In addition, in its fifth year since launch, Terra carried out comprehensive communication activities last year centered on its core brand concept of ‘cleanliness,’ including goods production, eco-friendly campaigns, and collaborations.

Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, "Thanks to the generous support of consumers who loved Chamisul and Cheongjeong Lager - Terra throughout last year, we achieved the great honor of being selected as one of Brandstock’s Top 100 Brands." He added, "As a leading comprehensive liquor company celebrating its 100th anniversary this year, we will continue to present differentiated marketing communications."

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