Hitejinro disclosed on the 15th that, on a consolidation basis, operating profit for the first quarter was 55.9 billion won, down 10.8% from a year earlier. Revenue was 590.8 billion won, decreasing 3.6% over the same period.
Hitejinro is strengthening marketing along with recent product improvements. In early this month, it launched All-new Jinro, a full refresh of the package design for the soju brand "Jinro." It is also running a Terra campaign featuring Son Heung-min ahead of the summer peak beer season.
Hitejinro said, "Overall, it was affected by continued weakness in alcoholic beverage market consumption," adding, "Through sound management such as expense efficiency, revenue and operating profit increased from the previous quarter. Ahead of the upcoming peak season, we plan to pursue various sales activities and market revitalization."