SEOUL, KOREA - Hite Jinro Beverage announced on November 26 that its non-alcohol beverage Hite Zero 0.00 passed the 7-million mark in cumulative sales one day earlier than its first anniversary. Hite Zero 0.00 is Korea’s first non-alcohol beverage that contains no alcohol. Accordingly, even the people who don’t drink can enjoy it.

Since it was released first on November 27, 2012, Hite Zero 0.00 has been assessed as exploring the untapped market of non-alcohol beverage in Korea.

In reality, Hite Zero 0.00 has enjoyed popularity as an alternative alcohol particularly for those who are in a special situation where they can’t drink, those who are weak in drinking, and pregnant women.

A Hite Jinro official said, “We expect the size of the non-alcohol beverage market to grow to 1 percent of the beer market by 2014.”