Industry
HiteJinro expands beyond core soju and beer under Jang In-seop
HiteJinro is expanding its portfolio under new CEO Jang In-seop, moving beyond its core soju and beer business into flavored soju and non-alcohol products. It launched \"Ddujjongku Hyang Aisul\" and applied for a \"Terra Zero\" trademark that includes non-alcohol beer categories. The company also refreshed Jinro and cut its alcohol content to 15.7 degrees. HiteJinro maintains stable sales centered on soju, but it is pursuing broader strategies as the domestic market slows and global ambitions grow.
