HiteJinro Beverage said on the 11th that it has appointed Baek Seung-hyuk, former CEO of Shinhwa Food, as its new CEO.
New CEO Baek Seung-hyuk graduated from Seoul National University and joined CJ CheilJedang in 1997, building broad experience across the domestic and overseas food businesses over more than 20 years, including in food sales, the sales planning team, the management control team, and as head of the Brazil unit. Most recently, as CEO of Shinhwa Food, Baek led improvements in the restaurant business revenue structure and stabilized management.
Through this appointment, HiteJinro Beverage plans to strengthen its mid- to long-term growth base amid the rapidly changing food and beverage market environment and to accelerate efforts to enhance core brand competitiveness and innovate its product portfolio.
In particular, based on Baek's global business operations experience and capabilities in strategy, sales, and organizational management, the company expects to further accelerate growth of key brands such as Jinro Tonic Water, Hite Zero 0.00, Black Barley, and Teadoc, while stepping up efforts to cultivate new growth categories and expand into global markets.
Baek said, "I will focus all capabilities so that HiteJinro Beverage can respond proactively to market changes and cement its position as a more trusted company," adding, "Based on the experience accumulated at home and abroad, I will elevate core brand value and solidify the foundation for the company's sustainable growth by discovering future growth areas and expanding global business."