Corporate Logo(source: hitejinro.com)
Shinhan Investment & Securities reported on August 28 that Hite Jinro (000080) is expected to achieve market share growth and profit leverage in the second half of the year as it shifts to a more aggressive market activation strategy. The brokerage maintained a “Buy” rating with a target price of 25,000 won.
Analyst Cho Sang-hoon at Shinhan Investment noted, “The overall liquor market contracted 6% year-on-year in the first half, reflecting prolonged weakness. In response, Hite Jinro had previously focused on profitability, such as reducing marketing expenses.”
He added, “Recently, consumption coupons aimed at boosting household spending were overwhelmingly used in the dining-out channel. Accordingly, in the second half, the company shifted from a profitability-driven approach to a market activation strategy centered on beer.”
Cho explained, “Rather than indirect strategies such as advertising and product placement (PPL), the company will focus on strengthening touchpoint marketing directly tied to sales.”
He also stated, “Hite Jinro remains historically undervalued, with its 2026 price-to-earnings ratio (PER) estimated at 11 times. The beer price increase implemented in the first half eased near-term pressures, while future sales growth and market share expansion will ultimately determine valuation levels.”
*[KOSPI] HiteJinro(000080) is a comprehensive beverage sales company engaged in beer, soju, and bottled water businesses. The main products in the beer division are Terra and Kelly, while the main products in the soju division are Chamisul and Jinro. Market capitalization is 1.347 trillion won (as of August 27, 2025, closing price).
Corporate Logo(source: hitejinro.com)
Shinhan Investment & Securities reported on August 28 that Hite Jinro (000080) is expected to achieve market share growth and profit leverage in the second half of the year as it shifts to a more aggressive market activation strategy. The brokerage maintained a “Buy” rating with a target price of 25,000 won.
Analyst Cho Sang-hoon at Shinhan Investment noted, “The overall liquor market contracted 6% year-on-year in the first half, reflecting prolonged weakness. In response, Hite Jinro had previously focused on profitability, such as reducing marketing expenses.”
He added, “Recently, consumption coupons aimed at boosting household spending were overwhelmingly used in the dining-out channel. Accordingly, in the second half, the company shifted from a profitability-driven approach to a market activation strategy centered on beer.”
Cho explained, “Rather than indirect strategies such as advertising and product placement (PPL), the company will focus on strengthening touchpoint marketing directly tied to sales.”
He also stated, “Hite Jinro remains historically undervalued, with its 2026 price-to-earnings ratio (PER) estimated at 11 times. The beer price increase implemented in the first half eased near-term pressures, while future sales growth and market share expansion will ultimately determine valuation levels.”
*[KOSPI] HiteJinro(000080) is a comprehensive beverage sales company engaged in beer, soju, and bottled water businesses. The main products in the beer division are Terra and Kelly, while the main products in the soju division are Chamisul and Jinro. Market capitalization is 1.347 trillion won (as of August 27, 2025, closing price).