HiteJinro announced on the 25th that the cumulative sales of its plum wine brand 'Maehwasu' surpassed 140 million bottles as of February.
According to HiteJinro, this is equivalent to a distance that could cover about 47 round trips from Seoul to Busan (approximately 30,000 kilometers) if the bottles were lined up in a row.
Since its launch in 2002, Maehwasu has gained popularity among female consumers and those who prefer low-alcohol beverages for its refreshing plum aroma and smooth taste. In 2020, it was redesigned with a brighter package and an emphasis on its crisp flavor to target younger consumers.
This year, HiteJinro plans to continue marketing activities for Maehwasu primarily targeting consumers in their 20s. HiteJinro noted that mixing Maehwasu and Chamisul at a 1:1 ratio, known as 'Ringelju,' is gaining popularity among young consumers.
Based on this, HiteJinro will hold a 'special glass giveaway' promotion targeting first-year university students in key business districts near universities in the metropolitan area to coincide with the new semester.
Oh Seong-taek, Executive Director General of HiteJinro's marketing department, said, 'Maehwasu is loved across various age groups for its subtle plum flavor and clean finish.' He added, 'As it has established itself as an indispensable popular beverage for college students every new semester, we will continue to implement differentiated marketing activities that resonate with the MZ generation.'