A Flavor That's Anything but Light... The Rise of "Terra Light"

The cumulative sales of HiteJinro's flagship beer brand, Terra, surpassed 5.9 billion bottles as of the end of last year. This equates to a sales rate of 28 bottles (330ml) per second, meaning that every adult in South Korea (based on a population of 43.52 million adults) would have consumed approximately 136 bottles each.

Since its launch in March 2019, Terra sold over 1 million cases within just 39 days, setting the fastest sales record among beer brands and experiencing explosive growth. Over the past seven years, it has achieved an average annual growth rate of 8%, establishing itself as a leading beer brand in the country.

The launch of "Terra Light" in 2024 has also driven sales growth. Terra Light is a product developed based on Terra's technology, featuring an optimal light beer profile and a unique package. Using Terra's "100% Australian pure malt" as its base, Terra Light employs wort extracted over a period four times longer than regular beer, creating a rich beer flavor that is typically difficult to achieve in light beers.

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In addition, the "Clean Activities" initiated since Terra's launch in 2019 have become the foundation for brand trust. Through a variety of eco-friendly initiatives, social contributions, and campaigns, Terra continues to practice the value of purity in many ways. Recently, campaigns such as the "Clean Campus Campaign," which involves ESG (Environmental, Social, and Governance) activities with university students, and upcycling collaborations with eco-friendly fashion brand Pleatsmama, have helped turn Terra's philosophy of purity into experiences in consumers' daily lives.

Meanwhile, Terra was selected as one of the "Top 100 Brands in Korea" for the fourth consecutive year last year, once again proving its unrivaled brand competitiveness. The Top 100 Brands in Korea is a system in which BrandStock, a brand value evaluation agency, announces the top 100 brands out of more than 1,000 brands across over 230 industries, based on the BrandStock Top Index (BSTI). Terra has solidified its brand differentiation with core values that symbolize a "clean lager," such as its 100% real carbonation process, use of 100% Australian pure malt, and non-GMO ingredients.

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