"8 Bottles per Second"… Terra Light Surpasses 10 Million Bottles Sold in 2 Weeks
by Im Onyu
Published 19 Aug.2024 09:33(KST)
Updated 19 Aug.2024 14:22(KST)
Increased Initial Production Plan by 1.5 Times
Significant Gap with the Second-Ranked Brand in Large Mart
HiteJinro announced on the 19th that its new beer product, 'Terra Light,' surpassed 10 million bottles sold within just two weeks of its launch. This means approximately 8.2 bottles were sold every second. In response to the rapid growth of Terra Light, HiteJinro increased the initial production volume by more than 1.5 times compared to the original plan.
Not only the initial sales volume of Terra Light but also its market share increase is remarkable. According to market research firm Nielsen Korea, Terra Light ranked first in the light beer market share in July at nationwide large supermarkets, with about 1.4 times the sales volume gap compared to the second-ranked brand.
HiteJinro stated, "Since initial supply was prioritized, it is more meaningful that Terra Light ranked first within one month of launch at large supermarkets where consumers can easily access new products. We expect the market share increase to gradually expand to other offline channels."
Meanwhile, Terra Light is gaining attention both online and offline with its concept of being a light and easy-to-drink beer. The advertisement video featuring model Lee Dong-wook has recorded about 14 million views since its release and is receiving enthusiastic responses on social networking services (SNS) such as Instagram. HiteJinro also set a record for the highest sales by selling all 90,000 bottles of Terra Light produced on the day at the ‘2024 Jeonju Gamak Festival.’
HiteJinro plans to aggressively continue marketing activities for Terra Light in the second half of the year. They will produce diverse SNS content on platforms like YouTube and Instagram to promote the product’s appeal, and strengthen activities such as using light-colored glasses and zero-sugar soju cocktails at drinking venues to lead the light beer market and secure the main consumer base for the product.
Oh Seong-taek, Executive Director of Marketing at HiteJinro, said, “Terra Light, which fits the era of healthy pleasure, is the optimal light beer that captures two key points: ‘beer authenticity’ and ‘low calories.’ We will carry out related activities so that Terra Light can lead a new trend in the domestic beer market.”
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