WINNERS GALLERY

Since its launch in March 2019, Terra has achieved explosive growth, breaking the record for the fastest sales rate among beer brands just 39 days after its release, with over 1 million boxes sold. Since then, it has continued to grow as a leading brand in Korea, with cumulative sales exceeding 6 billion bottles to date.

One key factor behind Terra’s success is its product strength and targeted marketing strategies tailored to each channel. Since its launch, the company has consistently used 100% Australian clean malt.

The 100% real carbonated method, which contains no added carbonation, has been well-received by consumers for its dense, long-lasting foam and the refreshing quality that’s characteristic of lager.

Hite Jinro has diversified its product offerings through a strategy that targets home channels, including large supermarkets and convenience stores. The company is broadening consumer options by launching a range of limited-edition products, including new canned beer varieties, such as the Smiley Edition, Pac-Man Edition, and Squid Game Edition. Tera’s home channel sales have seen a remarkable 16% average annual growth over the past five years, and this trend is expected to continue as the home drinking culture continues to gain momentum.

Marketing efforts that leveraged entertainment elements were particularly effective in general restaurants, bars, and other nightlife venues. Terra developed its own unique items, such as Spooner and So-Maek Tower, to specifically target the young consumers in their 20s.

To commemorate its 7th anniversary since its launch this year, Hite Jinro has chosen Son Heung-min, the South Korean player who embodies the number 7 in the most iconic way, as its new model. The company has been running the “Son Heung-min Integrated Campaign” since March.