HiteJinro Revamps Packaging for Original All-Malt Beer 'Max'

Published 18 Sep.2020 08:59(KST)

[Asia Economy Reporter Choi Saeng-hye] The original all-malt beer 'Max' has been revamped and is targeting the autumn market.

HiteJinro announced on the 18th that it has redesigned the package of Max, Korea's first all-malt beer, to convey the craftsmanship behind it and to strengthen the concept of smooth creamy foam.

Through this package renewal, HiteJinro aims to intuitively communicate Max's brewing know-how and craftsmanship to consumers and further enhance brand preference.

Launched in 2006, Max is Korea's first all-malt beer and has recorded sales of over 4.6 billion cans over 15 years, steadily gaining love and leading the expansion of the domestic all-malt beer market. In 2015, the ingredients were enhanced and a low-temperature slow fermentation method was introduced, renewing it as 'Cream Draft All-Malt Beer Max,' allowing consumers to enjoy deep and rich taste and aroma until the last drop of creamy foam. In 2017, the creamy foam was further improved to enhance quality, and the package design was changed to complete the brand concept of 'Max = Creamy Foam.'

This time, the focus was on conveying the tradition of being Korea's first all-malt beer and the craftsmanship developed through 15 years of all-malt beer research, in addition to the existing creamy foam concept. To deliver this intuitively, a symbol depicting the artisan who produces Max was developed and applied. Also, to visually enjoy the completeness of the soft and creamy foam, the design emphasizes the 'sizzle effect' of creamy foam overflowing richly over the glass. The font was also changed to a soft and sophisticated typeface reflecting the characteristics of creamy foam, adding a refined feel.