Lotte Liquor’s second beer Fitz to hit Korean market in June

Lotte Liquor BG Co., a liquor unit under South Korean conglomerate Lotte Group, will launch its new beer Fitz Super Clear next month, its second beer about three years after it first entered the local beer market that is now fiercely competed among local and foreign brands.

According to Lotte Liquor on Wednesday, it will introduce Fitz Super Clear in June. It will produce Fitz Super Clear, using independently-developed high-fermented Super Yeast that raises the degree of fermentation to 90 percent, which is higher than other beer with 80 to 85 percent, to maximize simple and clean end taste.

The company hopes the new larger beer with light and refreshing taste can repeat the success of its predecessor Kloud that was well received by Korean beer lovers when it first hit the market in 2014. Lotte Liquor aims to raise 90 billion won ($79.9 million) in sales from Kloud and 70 billion won from Fitz Super Clear this year.

The company said that the two products will provide consumers a different drinking experience as Kloud is made with 100 percent malt which gives a rich flavor that can be enjoyed by families and single-member households while Fitz Super Clear can be enjoyed in groups as the simple taste matches well with any food.

Lotte Liquor will use newly harvested barley as malt and European Herkules hop that boasts refreshing flavor. It will also use the original gravity method to make Fitz Super Clear - the same method used to make Kloud - that does not add water to the fermented solution.

The name of the lager beer with 4.5 percent alcohol content comes from the English word “fit” to refer to a drink that can be enjoyed anytime, anywhere, and with anyone, according to the company.

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