WINNERS GALLERY

Since its launch in March 2019, HiteJinro’s TERRA has recorded the fastest initial sales growth among domestic beer brands. Despite the challenges of the COVID-19 pandemic, TERRA has maintained an impressive five-year average annual growth rate of 17%.

The key drivers behind TERRA’s success are its product quality and differentiated strategies across various sales channels. With its dense foam, long-lasting carbonation, and maximized refreshment, TERRA has achieved high consumer satisfaction. As part of its product diversification strategy, HiteJinro has targeted the home consumption market via large retailers and convenience store. A variety of limited edition products such as the “Smiley Edition” canned beer in new sizes have broadened consumer choices. As a result, TERRA’s home channel sales have seen an average annual growth rate of 26% over the past five years.

In the on-premise channel including restaurants and bars, HiteJinro employed fun and engaging marketing strategies using unique TERRA-exclusive items like the “Spooner” and “Somaek Tower.” By targeting young consumers in their 20s, TERRA achieved a 16% average annual growth rate in this segment over the same period.

To mark the 6th anniversary of TERRA’s launch, HiteJinro is kicking off the “TERRA JUMP UP 2025!” campaign. Through this campaign, the company aims to reinvigorate the brand and further solidify its leadership in the beer market.