HiteJinro announced on the 6th that the cumulative sales of the beer "Terra" brand have surpassed 5.5 billion bottles (330ml). This translates to a sales rate of 28 bottles per second. This amounts to a total of 1.67 billion liters, which is enough to fill 729 Olympic-sized swimming pools. This means that each adult in Korea has consumed 127 bottles on average.
Since its launch in March 2019, Terra surpassed 1 million boxes sold just 39 days later. Overcoming the COVID-19 pandemic, it has recently recorded an average annual growth rate of 9% over the past six years.
The performance of "Terra Light," launched in July last year, is also driving revenue growth. Terra Light is a light beer product made using 100% clean malt from Australia, based on the technology of Terra. To achieve a beer-like flavor, it uses malt extract that has been brewed for four times longer than regular beer.
The packaging differentiates itself with colors and labels based on the optimally completed Terra vortex bottle. Based on consumer research in Korea, it uses the "transparent bottle" color, which appears the lightest, and applies a label in the "cobalt blue" color, which maximizes visual refreshment when filled with beer. It also uses a handwritten type font to express a light feeling.
Terra Light is the only light beer in Korea to offer a 500ml bottle product for recreational use, which is expected to lead changes in the beer-drinking trends at dining establishments. Additionally, to reduce consumer price burdens, the lineup is being strengthened with the release of a 490ml can for home use.
Meanwhile, Terra has chosen "Jump Up 2025" as its catchphrase and has launched a limited edition of "Terra X Pac Man Edition" in collaboration with the global brand "Pac Man." This is Terra's collaboration limited edition, following the "Terra X Smiley Edition" in 2021, the "Terra X Kim Sun-woo Edition" in 2022, and the "Terra X Heejo Edition" in 2024.
HiteJinro is also running a vacation promotion to deliver brand experiences and enjoyment at major summer resort locations such as Busan, Jeju, and Gangwon. At the popular Busan attraction "Millak Market," it will operate a brand experience space called "Dookkeop Market" until September 30. Additionally, until the end of this month, every Friday, Saturday, and Sunday, tasting events and prize roulette events will be held in cooperation with local merchant associations around the Haeundae Gunam-ro area, where visitors can directly experience the Terra and Jinro brands.
In Yangyang, Gangwon Province, it is conducting on-site marketing focused on the popular "Yangridangil" where many young tourists visit. By collaborating with the local commercial sector, it aims to expand consumer experiences through tasting events utilizing the Terra brand and merchandise giveaway events. In Jeju, it is also promoting coexistence with the local commercial sector in collaboration with the Ihoteu Beach street stall until the 31st.