TERRA, a representative lager of South Korea, was launched in 2019. It is one of the lineups of HITEJINRO, the Korean leading liquor brand. Since its first launch, TERRA has drawn an explosive response, exerting great pressure on its competitors. However, a year after its release, a global pandemic began.

The entertainment businesses have had financial difficulties, and so have Terra's sales had. Easing of social distancing, we needed a new idea to boost its sales by revitalizing society with Somaek, the unique culture in Korea.

Somaek, a mixture of soju and beer, is a custom of drinking alcohol in Korea. It is a kind of bomb drink that makes drinking people more enjoyable and closer. However, consumers had a lot of difficulties manufacturing Somaeek. As the ratio of soju and beer was made by relying on intuition, it was sometimes tasteless, and the glass was broken while mixing alcohol. The Terra Somaek Tower was created to solve this problem. Once beer and soju are poured into the glass according to the quantity, and when you just press the power switch, the two different alcohols are well mixed, which lead to the best taste. In particular, the magnificent appearance of Tornado, Terra's signature, is shown in the process of mixing Somaek. This reminds consumers of the Terra commercial with tornadoes. Furthermore, it is meaningful that the Terra Tower developed Somaek culture into a play of consumers.

To encourage Somaek culture, Terra invented a blending machine with soju and beer according to a golden ratio 1:3 and planned a promotion selling a set combo of 1 bottle of Chamisul and 3 bottles of Terra under the same conglomerate, HITEJINRO.

Somaek is one of the most preferred alcohol among 2030, the main targets of Terra. Observing their behavior when drinking we found out that they are clumsy in mixing alcohol by cracking the glasses and wrong proportions. To solve these, we invented the automated machine, Terra Somaek Tower and distributed it to the popular areas within Seoul among young targets. Especially, they have an aspiration to possess unique item so Terra exposed its fake documentary introducing the machine to TV, Digital, Owned channel. In the end, Terra Tower became a fascinating goods and increased the total sales of the HITEJINRO with the set combo promotion.

Terra Somaek Tower is designed to blend soju and beer well based on scientific laws. This automatic machine consists of two main parts. Firstly, a 59-79.5-degree curved blade is installed at the bottom, which helps build tornadoes focusing on centrifugal force. Secondly, a powerful motor produces 1800 RPM to rotate 750 times for 25 seconds. As a result, Terra's signature tornado is seen as an overwhelming sight. Well-made Somaek is served with a smooth swallow and a balance of golden ratio. Later, Terra made a fake documentary introducing Somaek Tower with a well-known Korean physicist and entertainer focusing on scientific laws. This video was broadcast on the owned channel and TV. This machine is distributed to the restaurants and bars within Seoul, which attracted consumers and is being sold on Kakao Talk gifting shop, one of the representative messengers of Korea and online shopping platform popular in younger generation.

As Terra Somaek Tower campaign achieved about 18 million views on YouTube, consumers’ interest has increased and they wanted to visit pubs equipped with Somaek Tower. Small business drinking owners have also requested the automated machine. Or promoted that they have Terra Somaek Tower putting signs in front of the pubs and updating SNS posts introducing the promotional menu, which led to an increase in online searching and sales. Google searches of Terra increased 91%, sales also increased 11% compared to the last year, and the total alcohol sales in Seoul increased 132%. Terra Tower definitely boosted the Korean economy by increasing not only HITEJINRO's sales but the sales of small business drinking owners. Furthermore, consumers created SNS contents dealing with Somaek Tower and tornado visual effects, which helped brand images empowered. Beyond products, Terra has made the most innovative culture of drinking.