HiteJinro's Maehwasu Surpasses 140 Million Bottles in Cumulative Sales
If Lined Up, the Bottles Would Cover 47 Round Trips Between Seoul and Busan
Popular as 'Ringelju' Among the MZ Generation, Special Glass Giveaway Event
HiteJinro announced on the 25th that the cumulative sales of Maehwasu, a domestic plum wine brand, surpassed 140 million bottles as of last month. If the bottles were lined up, they would cover a distance of about 30,000 km, which is equivalent to approximately 47 round trips between Seoul and Busan, and the volume could fill 16 Olympic-sized swimming pools.
Since its launch in 2002, Maehwasu has been popular among female consumers and those who prefer low-alcohol beverages due to its refreshing plum aroma and smooth, easy-to-drink taste. In 2020, it was renewed with a bright package and a fresh flavor to target younger consumers.
In particular, Maehwasu is made from high-quality green plums that are aged at low temperatures and then undergo a freezing filtration process, resulting in a rich plum flavor and sweet taste. It embodies HiteJinro’s 101 years of manufacturing expertise and is offered at a reasonable price.
This year, HiteJinro plans to further strengthen the brand’s position by focusing marketing activities on consumers in their 20s. To coincide with the start of the semester, a 'dedicated glass giveaway' promotion will be held targeting freshmen in major university districts in the metropolitan area, aiming to familiarize them with Maehwasu’s unique refreshing and sweet taste and its approachable 12-degree low alcohol content. In fact, among young consumers, the 'Ringelju'?a popular drink mixing Maehwasu and Chamisul in a one-to-one ratio?is gaining popularity.
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Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, "Maehwasu is loved by various age groups for its subtle plum flavor and clean finish," adding, "As it has become an indispensable popular alcoholic beverage for university students every semester, we will continue to carry out differentiated marketing activities that resonate with the younger generation."
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