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[FETV=임재완 기자] Hite Jinro, which is celebrating its 94th anniversary this year, is one of the leading leading companies in the national alcohol and culture market, and receives endless love from farmers beyond generations.
Following the recent economic downturn, the consumer market is also experiencing a recession and Hite Jinro is firm despite the fact that foreign brand beers are seeking to reach the domestic market.
This is due to exceptional leadership and ongoing challenges, including brand renewal, the development of new products such as Philite, and customer satisfaction through various marketing activities.
In the industry, it is generally accepted that the success of Hite Jinro is centered on Kim In-kyu.
Kim In-kyu graduated in mathematics from Yonsei University and joined Hite Brewery in 1989. After joining the company, he was involved in various tasks such as human resources, marketing, management planning and sales. Since then, Kim has continued to innovate to further strengthen its organizational structure.
Chumisul, a representative brand in the national shochu market, has always been appreciated by consumers, but in April Chumisul's "Clean Chumisul Fresh" renewal product was launched.
This product has achieved a remarkable feat by selling 500 million bottles in just 100 days. This is a successful example of management innovation that Kim has put forward.
Kim's innovative leadership has never been seen in beer-based products. It is the first sparkling wine in Korea. This product has been price competitive and has been successful in attracting consumers who appreciate light and inexpensive beers.
Phillight has sparked a keen interest not only from consumers who love beer, but from all drinkers since the launch. Successful marketing strategies have also affected sales. The Flash Phil Light, released in April, sold more than 30 million cans in just two months. It has become a successful product in the consumer market.
In the industry, the company has promoted Philite in convenience stores and large markets, where imported beer is strong.
"Kim In-gyu's leadership is not just about the national market," said an industry official. "Hite Jinro recently launched Fruit Liqueur Shochu in the US market and is actively pursuing the US market with various promotions."
He added, "In 2024, on the occasion of the 100th anniversary of its founding, Suzhou declared its globalization and leap forward in the world."
As part of this effort, Hite Jinro has been touting Hitebaba at MLB LA Dodgers for seven years and is also active in sports marketing, including the sale of shochu badtails.
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