A new product of Korea's leading liquor, Soju, appears.
Hite Jinro (CEO Kim In-kyu) announced on the 15th that it will introduce a new product called Jinro Gold, which has been completed with differentiated essence and package while maintaining the legitimacy of the existing Jinro.
Hite Jinro has launched a new product to meet the needs of more diverse consumer groups, reflecting the diversified consumer tastes and low-drinking trends caused by the spread of light drinking culture. The strategy is to further solidify the status of the soju brand by growing Jinro Gold into a leading brand in the soju market along with No. 1 soju brand Chamisul and Zero Sugar No. 1 Jinro.
Jinro Gold, which will be released this time, is a golden ratio recipe based on Hite Jinro's 100-year brewing technology and has achieved the best "soft taste." It is a zero-sugar soju without fructose, and it is characterized by maximizing the soft taste by adding 100% distilled water solution of rice. In addition, it was developed with 15.5 degrees of soft and comfortable drinking, noting that there is a need for various degrees through continuous consumer research and analysis.
The product name of "Jinro Gold" is completed by combining "Jinro" that saves the original identity and "Gold," which expresses the golden ratio of a balanced and soft taste. The product package applies a transparent sky blue bottle of the Jinro brand, but reinforces the luxurious and sophisticated image of "Jinro Gold" with trendy colors such as rose gold for the bottle cap and emerald color for the label. In addition, in order to enhance the individuality of Jinro, Jinro (眞露) was expanded and inserted in Chinese characters, and Korean and English were also marked to enhance its readability. The toad logo, a symbol of good luck and wealth, was placed in the center to reveal Jinro Gold's identity.
In order to spread the initial recognition of Jinro Gold, Hite Jinro will conduct differentiated and segmented marketing activities by utilizing the new "Gold Toad" character. Starting with pre-launching TV commercials announced in advance on the 14th, it is planning promotional activities at consumer contact points by producing and distributing SNS contents containing the story of the Gold Toad character and various promotional promotions. In particular, in April, it plans to open "Jinro Gold Pop-up Store" in Seoul and Busan where you can experience the product in person.
Only bottle (360ml) products will be released first, and will be sold on entertainment channels and home channels nationwide after the first release on the 21st.