HiteJinro to export Terra beer to Hong Kong, Singapore, US

South Korea’s record-breaking Terra beer will begin exports to Hong Kong this month, and to Singapore and the United States from the latter half of June.

The country's leading beverage company HiteJinro Co. said on May 12 that Terra’s initial export volume will be 1.2 million bottles, calculated based on the standard 330ml bottle. It added that these three regions show an awareness of Korean alcoholic drinks and high demand for its Terra beer. 

Launched in March 2019, the brand wowed the local market by selling one million boxes of beer in the shortest period of time in the country’s history.

Terra sold 680 million bottles in its first year after its launch and even more in the second year, with its cumulative sales surpassing 1.65 billion bottles in the first two years.

Due to skyrocketing demand in the domestic market, HiteJinro said it will be exporting only a limited volume to the selected regions.

“We will first target the consumers in the three strategic regions of Hong Kong, Singapore and the US, before making entry to other countries. Terra will raise the profile of Korean beer in the global market,” said a HiteJinro official.

Terra will initially target Korean residents living in the three regions and will gradually expand distribution to Korean restaurants frequented by locals.

“Our company has built good relationships with clients of our soju products all around the world. We will first collaborate with them to strengthen Terra’s overseas presence,” said the company representative. 

HiteJinro is Korea’s soju industry leader with a majority share of the market. 

Write to Jong-kwan Park at pjk@hankyung.com
Daniel Cho edited this article.