Lotte Chilsung Beverage announced its first-quarter performance in 2021.

The company saw its operating profit increase significantly in the first quarter thanks to its strong liquor business. Lotte Chilsung Beverage saw its first-quarter sales rise 6.2 percent year-on-year to 538.8 billion won while operating profit surged 416.2 percent to 323.

The company announced on the same day that it recorded billions of won. Its net profit was $17.4 billion (16.4 billion KRW) and it succeeded in converting to surplus. The liquor sector-led overall earnings improvement. This is due to the increase in beer sales thanks to the rise in the flagship beer brand "Kloud" and the increase in the number of "Honsul people" (people who like to drink alone) due to Corona 19. Although it recorded a deficit of $17.6 billion (17.6 billion KRW) last year, it made $9.3 billion (9.3 billion KRW) in the first quarter of this year.

"In the liquor sector, sales of new beer products 'Kloud Draft' and wine products led to strong sales in the home market despite strengthening social distancing," a company official said,"Increase in liquor sales led to a rise in performance and improved operating profit." 

Lotte Chilsung Beverage will mark the 7th anniversary of the launch of the beer "Kloud" this year, changing its packaging and announcing the product characteristics of "Kloud Beer." By selecting BTS as a new model and having member V act as preface for the collaboration, the company is starting to revitalize the beer market in time for the recent peak of the beer season.

In detail, beer rose 67.1 percent and wine 67.3 percent. In particular, beer has been well received by the MZ generation. V's solo advertisement that was released on 16th April played a huge role in attracting people from various age groups. The results of the partnership in terms of quarterly growth will be clearly seen in the next quarter but after the brand reputation ranking was released and the beer has vanished from shelves, the percentage of sales are only expected to increase.

The soju sector, another pillar of the liquor business, plans to actively target young consumers with its new model, BLACKPINK Jennie, focusing on "Chum Churum," which lowered its prescription from 16.9 degrees to 16.5 degrees. Its sales in the first quarter of this year fell 0.7 percent year-on-year to 56 billion won.