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[Alpha Biz=(Chicago) Reporter Paul Lee] According to the aT food industry statistics information and market link on the 25th, Kelly of Hite Jinro sold a total of 21.4 billion won in the retail market last December. The market share to total retail market sales is 6.1%. During the same period, Cass, the industry's No. 1 product, had a 39.3 percent market share and Terra had a 10.4 percent market share.
Kelly has maintained a 6 percent market share from June to December except for the first two months since its launch in April last year, ranking third in domestic beer, beating Lotte Chilsung Beverage's Cloud. It is a remarkable achievement considering that it is a new product that has been released less than 10 months.
In fact, the new beer "Hanmaek," released by OB Beer in 2020, did not make it to the top of the list due to insignificant sales. Last year, the company renewed its model that emphasized bubbles and changed the model from Lee Byung-hun to Suzy, but it has not seen much effect.
However, it did not meet Hite Jinro's expectations at the time of Kelly's release. Hite Jinro hoped Kelly would recapture the top spot in the market share by twining the beer market with the existing Terra. However, Hite Jinro's market share in the home beer market, which was 27% between January and March last year before Kelly's launch, increased only 1 to 3% points after Kelly's launch.
Although its market share exceeded 30% for the first time in June last year, it has returned to the 28% range since July and has been fluctuating at the 28% range until December. The market share expansion effect from the launch of Curly was around 1% point.
AlphaBIZ 폴 리(hoondork1977@alphabiz.co.kr)
