HiteJinro Terra 5th Anniversary, Cumulative Sales of 4.54 Billion Bottles... "29 Bottles per Second"
5-Year Average Annual Growth Rate of 17% Recorded
Home Channels Show Remarkable Growth at 26%
HiteJinro announced on the 20th that its flagship beer brand, Terra, surpassed cumulative sales of 4.54 billion bottles as of the 19th. This equates to 28.8 bottles sold per second based on the 330mL size.
Since its launch in March 2019, Terra showed explosive growth by surpassing 1 million cases sold within 39 days, and during the COVID-19 pandemic period, it recorded a 5-year average annual growth rate of 17%.
HiteJinro evaluated that Terra received positive responses due to its 100% real carbonation method, which creates dense foam and maintains carbonation for a long time, maximizing the refreshing crispness unique to lager. Terra’s home channel sales recorded an average annual growth rate of 26% over the past five years, with canned beer showing a particularly high growth rate of 33% annually.
Sales in the entertainment channel increased by an average of 16% annually. Especially, sales in major university districts such as Hongdae and Sinchon more than doubled compared to the launch year, and sales during the semester opening season from March to May grew by 46% annually. HiteJinro plans to focus intensively on university areas with high growth potential in the first half of this year. Various promotions will be conducted mainly in university-centered commercial districts to attract consumers who are drinking beer for the first time.
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Oh Seong-taek, Executive Director of Marketing at HiteJinro, stated, "Terra, celebrating its 5th anniversary, has been able to solidify its presence in the domestic beer market through strengthening the product essence with a clean lager concept and innovative marketing activities. This year, we will make every effort to become Korea’s number one beer by launching an all-out campaign in both home and entertainment channels."
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