Lotte Chilsung Beverage’s latest addition to the beer market, ‘Krush,’ has been on a rapid rise in popularity since its launch in November last year, with a significant boost from the endorsement by aespa’s Karina, a fourth-generation idol girl group member.
The introduction of ‘Krush’ has seen remarkable sales growth, estimated at around 46% within just four months of its debut. This surge in sales can be attributed to several factors, including the beer’s unique features and strategic marketing efforts.
‘Krush’ stands out in the beer landscape by emphasizing differentiation. It incorporates separately extracted European hops and employs a hop bursting technique to enhance its coolness and refreshment, setting it apart from traditional beers. With a 100% malt base inherited from Lotte Chilsung’s ‘Cloud,’ ‘Krush’ has been lauded for its taste and quality, earning a silver medal at the prestigious Monde Selection 2024 liquor competition.
One of the key visual aspects contributing to ‘Krush’s’ appeal is its innovative packaging. Lotte Chilsung introduced a shoulder-less bottle design, enhancing the beer’s carbonation experience and utilizing a transparent bottle with an iceberg motif, enhancing its visual allure.
Initially targeting entertainment channels frequented by young consumers, Lotte Chilsung has expanded ‘Krush’s’ reach by diversifying its product lineup and venturing into home channels like hypermarkets and convenience stores. Additionally, strategic partnerships, such as the official sponsorship with K-League’s FC Seoul, have facilitated targeted marketing efforts, including events and promotions during FC Seoul’s home games.
To further solidify ‘Krush’s’ presence in the market, Lotte Chilsung is focusing on marketing initiatives like the ‘Krush Flagship Store’ in prominent commercial hubs like Hongdae. An official from Lotte Chilsung Beverage emphasized their commitment to meeting consumer expectations and positioning ‘Krush’ as a trailblazer in the domestic beer market through ongoing promotional activities and innovative marketing strategies.
