Since it was released first on November 27, 2012, Hite Zero 0.00 has been assessed as exploring the untapped market of non-alcohol beverage in Korea.
In reality, Hite Zero 0.00 has enjoyed popularity as an alternative alcohol particularly for those who are in a special situation where they can’t drink, those who are weak in drinking, and pregnant women.
A Hite Jinro official said, “We expect the size of the non-alcohol beverage market to grow to 1 percent of the beer market by 2014.”
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