[Edaily Reporter kim mi-kyung ] HITEJINRO(000080)is expanding its summer peak season marketing efforts, driven by strong sales of its “Terra Zero” bottled product.

HITEJINRO announced on the 14th that its “Terra Zero” bottled product, launched on June 30, recorded cumulative sales of 1.5 million bottles in July—just one month after its launch. The bottled “Terra Zero” is a 100% non-alcoholic, zero-calorie beverage introduced for the first time in domestic retail and foodservice channels. It was launched in two sizes—500 mL and 330 mL—and is said to have quickly gained a foothold in the nightlife and foodservice markets.

HITEJINRO is also stepping up experiential marketing tied to major regional events in anticipation of the summer peak season. Following the operation of a promotional booth at the “2026 Busan Night Run” held at Gwangalli Beach in Busan on the 1st, the company set up dedicated Terra Zero booths at the “Hongcheon River Starlight Music & Beer Festival” held from the 6th to the 9th of this month and the “Jeonju Gamaek Festival” held from the 6th to the 8th.

Terra Zero features a “Real Zero” formulation that excludes alcohol, calories, sugars, and sweeteners. It is characterized by its use of pure malt concentrate from Australia to preserve the beer’s flavor, combined with strong carbonation to enhance its refreshing quality. Since it contains absolutely no alcohol, it is a product that reduces drinking restrictions, making it a viable choice not only for non-drinkers but also for those who need to avoid alcohol—such as drivers.

A HITEJINRO spokesperson stated, “Thanks to consumer interest in the nightlife and dining-out sectors, we are continuing to see a positive response,” adding, “We will expand our consumer touchpoints so that consumers can naturally choose non-alcoholic bottled products in a variety of situations.”