NEWS
HITEJINRO RECLAIMED KOREA TOP BEER SELLER POSITION WITH KELLY AND TERRA BRANDS
By Tony Zhu
4-4-2024
Source: HiteJinro
South Korea’s HiteJinro, the world’s biggest spirit producer by volume for its soju products, has reclaimed its position as Korea’s No.1 beer producer after 12 years with successes in the Kelly and Terra brands.
Kelly lager beer, which was launched in April 2023, has exceeded 360 million bottles in sales within one year of its release.
This achievement is equivalent to selling 11.5 bottles every second, the company said.
HiteJinro used to be South Korea’s No.1 beer producer, it lost this position to Oriental Brewery in 2012.
According to HiteJinro, Kelly set a new record for the fastest sales pace in the history of South Korea's beer industry, surpassing 100 million bottles within just 99 days of its release.
The market response prompted the company to ramp up Kelly's production by 400 percent more than initially planned.
Source: HiteJinro
HiteJinro’s efforts to reclaim its position as leading beer producer began with the launch of lager beer Terra in March 2019.
Four years after its release, Terra achieved annual sales of 3.6 billion bottles, which was the largest sales record in Hitejinro's beer history.
Kelly is the company’s second mover. The success of Hitejinro's consecutively popular lager beers is attributed to its beer production facility in Hongcheon, Gangwon Province, the largest of its kind in South Korea stretching nearly 529,000 square meters.
"Our facility can produce 500,000 kiloliters of beer annually. At present, we make 60,000 500-milliliter-sized bottles of Terra and Kelly every hour," a Hitejinro official said.
The facility has 108 storage tanks that can store up to 600,000 liters of beer each. One tank holds enough to provide 10 bottles of beer daily to an adult for 330 years.
Terra and Kelly's performance has propelled HiteJinro's sales growth. Last year, the liquor manufacturer posted WON823.3 billion (USD607.6 million) in beer sales, marking a 5 percent increase from the previous year.
(the writer can be contacted at: info@thewinechronicle.com)
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