The Korea Times
Major soju and beer company HiteJinro has strengthened its nonalcoholic lineup for growing “sober-curious” consumers by introducing a new version of its signature beer brand, Terra. According to the company on Monday, Terra Zero preserves the beer’s original malt flavor by using Australian malt extract while avoiding the fermentation process required to produce alcohol. The company described Terra Zero as “real zero” because it contains no alcohol, calories, sugar or additives. Terra Zero follows the launch of Hite Zero 0.00, which targets consumers interested in nonalcoholic beer. The company, however, distinguished the new label from its predecessor. “While Hite Zero 0.00 set a standard for nonalcoholic beers by emphasizing health and functionality, Terra Zero targets consumers looking to enjoy the authentic, distinct flavor of beer. Terra Zero ventures beyond being a beer substitute,” the company said. HiteJinro said it will bolster its leadership in the nonalcoholic beer market with Hite Zero 0.00 — the current market leader — and Terra Zero. “Terra Zero is a strate
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