HiteJinro's Terra beer commercial starring popular physicist Kim Sang-wook / Courtesy of HiteJinro

By Kim Jae-heun

Local multinational brewer and distiller HiteJinro is set to beef up the marketing policy for its popular beer product Terra this year, targeting both the household market and entertainment venues.

In February, HiteJinro introduced a bottle opener called "Spooner" specially designed for Terra beer bottles.

The distiller's top engineers spent three years developing Spooner, with the goal of bringing entertainment to people at drinking parties.

HiteJinro released a commercial in the form of a mockumentary video starring young physicist Kim Sang-wook, who explains how Spooner works.

The company has applied for a trademark for the bottle opener.

The device will be used as a promotional tool for Terra across the country.

HiteJinro has also introduced Terra in two new sizes ― 400 milliliters and 463 milliliters ― that are considered ideal for home drinkers.

Since the start of the pandemic, an increasing number of Koreans have taken to drinking at home, a practice less prevalent in drinking culture here than in the West, and the distiller reflected such demand by introducing smaller sizes of Terra.

HiteJinro offers five different sizes of its popular beer products, which can be purchased at large supermarkets and local grocery stores.

HiteJinro has been making great efforts in the promotion of Terra as a brand with eco-friendly value.

In January, the distiller signed a business partnership with local upcycling firm CUECLYP. It plans to produce secondary materials derived from Terra's production process, thereby assuring consumers that they are helping the environment while they drink.

HiteJinro also conducted recycling campaigns with Terra last April so as to reduce carbon dioxide emissions in the country. A total of 4,149 kilograms of plastic and 876 kilograms of aluminum cans were collected and they were used to create HiteJinro merchandise ― contributing to reducing CO2 emissions by approximately 18 tons.

"We plan to continue our eco-friendly activities to provide a consumer experience focused on 'cleanness,' the core value of Terra," a HiteJinro official said.