SEOUL KOREA - Hite Zero 0.00, a non-alcohol beverage released by Hite Jinro, which will mark the second anniversary on November 27, is gaining rising popularity with its cumulative sales passing the 11.5 million mark until October 2014.
Hite Jinro released “Hite Zero 0.00” in November 2011, making forays into the non-alcohol beverage market which has been dominated by import products, first among domestic companies.Without containing any alcohol, “Hite Zero 0.00” has successfully positioned itself as an alternative to liquors.
“Hite Zero 0.00” is enjoying rising popularity thanks to consumers’ preference for local brand, and Hite Jinro’s far-reaching distribution network.The sales of “Hite Zero 0.00” rose 16 percent this year compared to a year ago.
In April, Hite Jinro released “Hite Zero 0.00 2014 Special Edition” targeting the special demand during the World Cup season.Since “Hite Zero 0.00” is an alcohol-free beverage, it is selling through various retail channels, including major discount stores, convenience stores, drugstores and expressway rest areas.
Article provided by The Korea Economic Daily
