HiteJinro has renewed the packaging of its dark beer 'Stout', which is celebrating its 33rd anniversary. Stout was launched in 1991 as Korea's first lager-type dark beer and has been consistently loved, selling over 600 million bottles.
The new packaging design focuses on visually representing the stout’s main ingredient, applying the black bird logo symbolizing Black Swan dark malt and adding gold elements representing the smoothness of oats on a titanium black background.
The renewed stout will be released in 1.6L PET bottles and 500mL cans. HiteJinro plans to increase consumer accessibility through the 1.6L PET bottles and target channels with high demand for stout, such as convenience stores and large marts, with the newly introduced 500mL cans.
HiteJinro Marketing Director Oh Seong-taek explained that they have completely renewed the stout after 13 years in order to change the perception that stout is bitter and to present a smooth and flavorful stout. He added that they will carry out various marketing activities so that stout can be loved by more consumers.
