HiteJinro has agreed to produce the Japanese beer mark Kirin Ichiban in South Korea on behalf of owner Kirin Holdings.
Production of the mark has now begun at HiteJinro’s brewery in the city of Jeonju and stocks will “be gradually transitioned” to the domestically brewed beer, the companies said. Kirin said the move would help ensure a “stable supply” of the 5%-ABV lager, shorten transportation lead times and provide a “higher-quality product to consumers in South Korea”.
The Kirin Brewery unit and HiteJinro first partnered in 2004 to inport Kirin Ichiban into South Korea. Kirin Holdings said “growing interest” in Japanese beer and an increase in tourism to Japan since the Covid-19 pandemic led to record-breaking sales volumes for the mark in South Korea last year, but did not disclose figures.
Earlier this year, HiteJinro Co recruited BTS member V as brand ambassador for the Jinro mark. This was followed by a global marketing campaign for the soju flagship.
