WINNERS GALLERY

Terra achieved the fastest early period sales rate among beer brands, surpassing ‘1 million boxes sold’ just 39 days after its release in March 2019. Since then, Terra has continued its rise with a record average annual growth rate of 17% over the past 5 years.

The success factors of Terra can be attributed to its ‘strong product quality’ and ‘differentiated channel strategies.’ Terra’s 100% real carbonation method produces dense foam and long-lasting carbonation, garnering great love from consumers due to the exhilarating freshness typical of premium lagers. Hite Jinro, leveraging Terra’s product strength, provided consumers with various brand experiences through differentiated strategies across channels, such as at home and entertainment venues.

Aligning with the ‘Home Drinking Trend,’ Hite Jinro targeted the home channel, including big discount and convenience stores. Limited edition products such as ‘New Capacity Can Beer’ and ‘Smiley Edition’ expanded consumer choice. As a result, Terra’s home channel sales recorded an average annual growth rate of 26% over the past 5 years. In particular, canned beer saw explosive growth, with an average annual growth rate of 33%.

For entertainment venues, like general restaurants and bars, marketing with added fun was effective. Hite Jinro targeted those in their 20s through the development of interesting items like ‘Spooner’ and ‘SoMac Tower.’ As a result, sales in entertainment venues recorded an average annual growth rate of 16% over the past 5 years. Terra plans to focus on marketing in university areas, which have substantial growth potential in the first half of this year.

Meanwhile, Terra ‘SINGLE MALT Edition,’ was the first beer released in Korea, using 100% Tasmanian barley grown in the pristine Australian environment. This limited edition beer was completely sold out in just 13 days, receiving an enthusiastic response from consumers.