"Price Breakthrough"... Limited Edition of "Filite Fresh"

HiteJinro Launches Flagship Domestic Sparkling Liquor Brand
Reducing Consumer Burden and Enhancing Price Competitiveness

HiteJinro has launched a limited edition of new sizes for its flagship domestic sparkling liquor brand, "Filite Fresh." The product lineup has been diversified to include three options: a 350ml can, a 490ml can, and a 1.9L PET bottle, allowing consumers to choose the most suitable size for different occasions.

The new sizes were planned to reduce consumer burden amid the ongoing economic downturn and high inflation, and to respond to increasingly diverse consumption patterns. Furthermore, with enhanced price competitiveness, the company aims to target consumers who pursue a more rational drinking culture. The new edition will be available sequentially through household channels, including major supermarkets nationwide.

Since pioneering the sparkling liquor market in 2017, Filite has maintained its position as the number one brand in the segment. From its second year on the market in 2018, it has sold more than 300 million cans (based on 355ml) annually, and as of last month, cumulative sales surpassed 2.53 billion cans, solidifying its leadership in the domestic sparkling liquor market.

Filite is made from malted barley as a raw ingredient, but because 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 alcoholic beverages, which are subject to a lower tax rate, providing a rational price advantage. In particular, Filite goes beyond simple price competitiveness by offering a refreshing and crisp taste based on HiteJinro's 100 years of brewing expertise and a cold-aging process. This delivers differentiated quality and satisfaction in the sparkling liquor market, earning steady consumer loyalty.

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