HiteJinro said on the 20th it will release IIlpoom Jinro Winter Edition, the winter limited edition of its premium distilled soju brand IIlpoom Jinro.
According to HiteJinro that day, the IIlpoom Jinro Winter Edition reflects in its label design the recent popularity among Millennials and Gen Z of goods based on traditional Korean culture. Featuring "Black Kkeop" (IIlpoom Jinro's toad character) flying a kite against a backdrop of snow-covered pine trees, it captures the serene sentiment of a Korean winter. The volume, alcohol by volume, and product quality remain the same as before.
In particular, for the first time in the winter season, the company will also release the IIlpoom Jinro Winter Edition gift set, which includes three bottles of IIlpoom Jinro and two dedicated on-the-rocks glasses.
IIlpoom Jinro has been releasing goods using the Black Kkeop character—such as block calendars, plush keyrings, and grip toks—stoking the desire to collect and gaining traction among Millennials and Gen Z. Timed to the Winter Edition launch, it also plans to add acrylic keyrings and trees made with empty bottles.
The IIlpoom Jinro Winter Edition will be available starting in the third week of Nov. across household channels nationwide such as supermarkets and convenience stores, as well as in alcohol retail outlets like restaurants and bars. The gift set will roll out starting in the second week of Dec. at large supermarkets nationwide.
Oh Seong-taek, executive director of marketing at HiteJinro, said, "This Winter Edition launch is not merely a means to boost sales but part of efforts to make the IIlpoom Jinro brand more approachable for consumers," and added, "We will continue to offer a variety of purchase experiences through character edition products by season and theme."