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| A HiteJinro's newspaper ad from the 1960s / Courtesy of HiteJinro |
By Kim Hyun-bin
HiteJinro, the country's leading soju and beer maker, is on the verge of meeting its 100th anniversary. Marking its 96-year anniversary this year, HiteJinro has become a "global brewery enterprise" taking over the top seed in the country and further expanding its presence overseas.
The company, established in 1924, announced its vision for the next century and means to maintain the lead in the industry.
HiteJinro has encountered numerous obstacles and crises over the decades, but was able to overcome adversity and represent the country in the alcoholic beverages market while receiving recognition for its quality.
In 1954 the company was the first local supplier to win a contract with the U.N. making its products available to troops who were stationed here.
Since 1970, the company's flagship brands ― Chamisul for soju and Hite for beer ― have been able to take the lead in the brewery market through to 2010.
In March last year, HiteJinro introduced Terra beer, which includes Australia-grown barley as an ingredient. Terra has been able to find great success in the Korean market.
Within the 14 months of its release, 860 million 330ml bottles have been sold through late May, which is equivalent to 22.7 bottles sold each second. Terra recorded the fastest initial sales for the company in the beer category.
The company released Jinro Soju with a retro design concept which has gained popularity with those in their 20s and 30s, while the design gave older drinkers a chance to reminisce on the past. Jinro sold over 100 million bottles within the first seven months and as of the end of May has sold over 300 million bottles.
In four years, HiteJinro will become the country's first brewery company to mark its 100-year anniversary. The company is considered a major part of Korea's alcohol history and has been the leader in the industry while obtaining numerous titles in the field.
"As the first brewery company representing Korea to reach 100 years and with its long traditions and brewing techniques, we will prepare for the next 100 years," an official from HiteJinro said.
HiteJinro was established on Oct. 3, 1924, in South Pyongan Province, part of modern-day North Korea. Since 2001, Chamisul has grown into a nationally recognized brand and also has been in the lead of global soju sales for over 18 consecutive years.
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