HiteJinro said on the 24th that the cumulative sales of the country's No. 1 happoshu brand, "Filite," have surpassed 2.6 billion cans (based on 350 ml cans).
According to HiteJinro that day, Filite has maintained the top spot in happoshu sales across distribution channels such as independent supermarkets, convenience stores, hypermarkets, cooperative marts, and chain supermarkets, extending its lead in every channel.
Market research firm Nielsen Korea said that through September this year, Filite ranked No. 1 in Korea's happoshu market, posting a sales gap more than 3.8 times that of the No. 2 brand. The gap widened from 3.4 times the previous year, and in particular, at hypermarkets it expanded to four times.
The growth is backed by the successful market launch of "Filite Clear" in April. Filite Clear applies HiteJinro's proprietary "Super Clear process" to deliver a clean, crisp taste, and it emphasizes a refreshing image by combining a silver can with a clear blue color. As demand grows during a high inflation era for "dupe products" that offer similar functions at reasonable prices, Filite Clear's smooth finish and outstanding value for money are drawing attention, observers said.
Oh Seong-taek, executive director of marketing at HiteJinro, said, "Given the momentum of Filite Clear, we expect Filite to capture both the No. 1 and No. 2 spots in the happoshu market within this year, reshaping the top tier," and added, "We will continue to introduce a variety of products that align with market trends and consumer needs to further strengthen our leadership as the No. 1 happoshu brand."