HiteJinro (CEO Kim In-gyu) announced on the 24th that it will be launching ‘Terra Single Malt Edition.’
Starting in 2022, the Terra Single Malt Edition, which is being released for the third time this year, has been sold out every year since its release. In particular, last year, two months’ worth of stock was sold out in just four weeks, and as consumers continued to request a re-release, it was decided to release it in limited quantities this year as well.
‘Terra Single Malt Edition’, the first domestic lager with a single malt and single hop concept, uses 100% barley grown on the clean island of Tasmania, Australia, and uses a single Tasmanian variety of hops to create a rich flavor and aroma. What’s special about it is that it was made in collaboration with ‘JOE-WHITE MALTINGS’, a brewery boasting 100 years of tradition and unique technology, for malting (a series of processes to make malt for beer from barley).
In addition, it is the first domestic regular beer to apply ‘malt history information’, and the entire process and information from the farm where the barley and hops were harvested to the product manufacturing are transparently disclosed through QR code, containing the authenticity of the product.
The 2024 Terra Single Malt Edition has a more cute and sophisticated package design using the image of the ‘Quokka’, Australia’s representative animal and nicknamed ‘the happiest animal in the world’. It will be released in 355ml and 500ml cans, and will be available sequentially at large marts and major home channels nationwide from the 26th.
Along with the launch of this edition, Hite Jinro will operate a dedicated stand made of eco-friendly materials to realize Terra’s clean value. In addition, it will introduce a planned product of 8 packs of 355ml cans containing Terra single malt glasses, and will also hold a consumer giveaway event using Quokka colored glasses.
HiteJinro Marketing Office Managing Director Oh Seong-taek said, “Terra Single Malt Edition, which was first released in 22 years, has sold out early every year and consumers have continuously requested its re-release,” adding, “Terra will continue to lead the domestic beer market as a differentiated product that actively reflects consumer needs in this era of diversity.”
Source: www.nextdaily.co.kr
