[Today's New Product] HiteJinro Launches Limited Edition of 'Filite Fresh'

Reducing Consumer Burden and Strengthening Price Competitiveness
Filite Maintains No. 1 Market Share in Korea's Sparkling Liquor Segment

HiteJinro announced on October 1 that it will launch new limited-edition sizes of its sparkling liquor brand, Filite Fresh. The product lineup consists of three types: a 350ml can, a 490ml can, and a 1.9L PET bottle.

The company stated, "We have diversified the product lineup so that consumers can choose the right size according to different situations." They explained, "The new sizes were planned to reduce the burden on consumers amid the ongoing economic downturn and high inflation, and to respond to increasingly diverse consumption patterns."

HiteJinro 'Filite Fresh',
Photo by HiteJinro

Since pioneering the domestic sparkling liquor market in 2017, Filite has consistently maintained the No. 1 market share. Since its second year on the market in 2018, it has sold over 300 million cans (based on 355ml) annually, and as of September 29, its cumulative sales surpassed 2.53 billion cans.

Oh Sungtaek, Executive Director of Marketing at HiteJinro, said, "We expect that the launch of these new sizes will broaden consumer choices and provide a more satisfying brand experience. Filite Fresh has consistently been loved for its high satisfaction relative to price, and going forward, we will continue to promote a more accessible drinking culture and strengthen our price competitiveness as the leading brand in the sparkling liquor market."

Meanwhile, Filite is made from malted barley, but since its malt content is less than 10%, it is classified as "sparkling liquor" under the Liquor Tax Act. Unlike beer, sparkling liquor is categorized as other liquor, resulting in a lower tax rate and a price advantage. In particular, Filite offers not just price competitiveness but also a refreshing and crisp taste, thanks to HiteJinro's 100 years of brewing expertise and its cold-aging process.

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