HiteJinro received the Korea Alcoholic Beverages Association President's Award at the 2025 Asia Consumer Awards. Celebrating its 100th anniversary last year, HiteJinro was highly praised for surpassing a cumulative sales volume of 5 billion bottles for its flagship beer brand 'Terra', earning strong consumer support. Terra achieved a soft landing by selling 1 million cases within just 39 days of its launch in March 2019, and has established itself as a leading domestic beer brand with an average annual growth rate of 26% over the past five years.

Last year, 'Terra Light', launched in July, also contributed to this success. Terra Light was crafted to embody the rich flavor of beer, which is often hard to achieve in light beers, by using malt extract that is brewed for four times longer than regular beer. With one-third the calories of regular beer and a zero-sugar profile, it reflects the healthy pleasure trend. According to Nielsen Korea, Terra Light ranked No. 1 in light beer sales at major supermarkets nationwide just one month after its launch, and by November, it widened the sales gap with the second-place brand by more than 1.5 times. After the launch of Terra Light, the home market sales volume for the Terra brand during the peak beer season of July and August increased by 13% compared to the previous year.

Terra (left), Terra Light. Courtesy of HiteJinro

원본보기 아이콘

HiteJinro is participating in the Gangnam Station Chemistreet Festival and conducting a Terra Light promotion. Photo by HiteJinro

원본보기 아이콘

Last year, HiteJinro became the first in the liquor industry to celebrate its 100th anniversary and strengthened its ESG (Environmental, Social, and Governance) management, focusing on social responsibility. Under the slogan 'Jinsimeul Dahada', HiteJinro practices management values that coexist with local communities and care for the vulnerable around them.

They have carried out sharing activities such as supporting vulnerable groups during Lunar New Year and Chuseok holidays, supporting welfare centers for the disabled on Disability Day, helping residents of jjokbangchon (shantytown) during the summer, and providing necessary supplies to local children's centers at the end of the year. In particular, to ensure mobility for people with disabilities and the elderly, they have annually donated vehicles to local social welfare organizations through donations. Last year, celebrating their 100th anniversary, they expanded the scale and number of vehicles, supporting a total of 80 vehicles to 80 social welfare organizations nationwide over 10 years.

원본보기 아이콘

원본보기 아이콘

원본보기 아이콘

They have also been practicing environmental restoration and cleanup activities through the 'Adopt-a-Beach Environmental Cleanup Activity' to reduce marine waste. For five years, HiteJinro has been participating in the Adopt-a-Beach initiative promoted by the Ministry of Oceans and Fisheries, with the aim of caring for specific beaches like pets to reduce marine litter. In March, May, September, and November of last year, they conducted marine debris collection activities at Dakmeoru Beach in Jocheon-eup, Jeju City, and nearby roads. Especially in September, a total of 15 scuba divers from the Jeju Maritime Police Agency and the Jeju Underwater Leisure Association participated, collecting not only beach but also underwater debris, totaling 266kg.

In addition, as heatwaves continued during the summer, they took the lead in helping vulnerable residents stay healthy. In August last year, they held 'HiteJinro Day' at Seoul Station jjokbangchon, delivering sponsored goods and conducting volunteer activities, and supported electricity bills for air conditioning at four unauthorized shantytown cooling centers in Gangnam-gu. Furthermore, in November, at the Seocho-dong headquarters, CEO Kim Inkyu of HiteJinro and bereaved families of firefighters attended a ceremony where living expenses and lawsuit fees for the recognition of line-of-duty deaths were provided to a total of 15 bereaved firefighter families.

Donation Ceremony for the 24th HiteJinro Championship. Provided by HiteJinro

원본보기 아이콘