Hite Jinro introduces 100% malt Beer

By Lee Hyo-sik

“Max: Cream Real All Malt Beer”

Hite Jinro, Korea’s leading brewer, has introduced the latest product of its premium Max brand, “Max: Cream Real All Malt Beer,” for the growing number of consumers seeking beer with rich flavors.

In 2014, the company launched “New Hite,” which has become one of the most successful products in its 80-year history.

The brewer said the new Max is on a par with some world-class beers because it is made at state-of-the-art brewing facilities, using only high-quality malts.

The company also uses new yeast and produces the new Max in a “low-temperature, slow-fermentation” process to enhance its quality. It adopted the “non-heat treatment method” during the sterilization process to make the beer fresher and richer in flavor.

The brewer adds “special” malts from Germany and uses 20 percent more aroma hop, compared with its other brands, to enrich the beer’s taste and aroma.

The Max’s brand identity and design has also been renewed to look more modern and premium, Hite Jinro said.

Actor Ha Jung-woo, who has been a Max brand model for the past few years, has also helped the brewer build Max’s premium image among beer lovers.

“The new Max is our second flagship product, following the New Hite launched last year, which well shows our strenuous efforts to boost the quality of our products and produce what consumers want,” company CEO Kim In-kyu said. “The new Max will help us make a turnaround and continue to write a success story.”

A company spokesman said the brewer tried to emphasize in its latest TV commercial that Max produces a significant amount of beer suds. “This is to tell consumers that the beer is fresher than other brands. We also try to make Max appear to be delicious visually.”

As the first brewer in Korea to introduce a 100 percent malt beer, Hite Jinro will continue to lead market trends and contribute to the development of the nation’s beer market, he said.