Hite - Jinro Group has unveiled its new vision to enter the global market as it relaunches after merging Korea ’ s top beer and soju makers into a single liquor giant . Hite Brewery Co . , the country ’ s biggest beer producer with a 55 . 8 percent stake in the Korean market as of last year , took over Jinro Co . , the No . 1 distiller here , which accounts for almost half of the soju segment . The merger , initiated in 2005 , took effect on Sept . 1 . The maker of Hite beer and Chamisul soju uncovered on Monday a corporate identity , slogan and strategies to stay ahead of competitors at home and abroad . The newest logo features the two company names and the letters “ H ” and “ J ” entangled to form a cup - shaped symbol , which the group says signifies “ integration ” and denotes its vision to “ fill the dry world with joy . ” Hite - Jinro set a goal of fetching 2 . 2 trillion won in domestic sales by 2014 , up almost 28 percent from 1 . 73 trillion won last year . It also aims to more than double its net profit to 488 billion won compared with 226 billion won last year . As for overseas sales , the group targets 800 billion won ( $ 746 . 5 million ) by 2015 , nearly double from last year ’ s 435 . 2 billion won . It wants to scale up exports to $ 200 million by then , up more than 30 percent from about $ 153 million in 2010 . To that aim , the company said it has set out an “ innovation ” scheme for all units involving production , operation and management . With product quality as the top priority , it plans to carry out research and development in draft beer and adopt a new distribution system that keeps its drinks fresh . “ Hite - Jinro will strive for synergy from the merger , and constant management innovation to leap forward to become a global liquor company that represents Korea , ” a company official said . Korea is the world ’ s 13 th - largest consumer of alcoholic beverages and the top distilled liquor drinker . Soju similar to vodka but is sweeter and less strong . As competition toughens and consumers become more selective , the dominance of Hite and Jinro has been threatened by runners - ups hard on the trail . In the beer industry , Oriental Brewery has gradually bit into Hite ’ s lead over the past several years with its Cass lineup , narrowing the gap to 6 . 8 percent in the first quarter of the year , according to the Korea Alcohol & Liquor Industry Association . Jinro ’ s Chamisul is also being fiercely chased by Lotte Liquor BG , the producer of Chum - Churum , which means “ like the first time ” in Korean . Lotte ’ s presence in the soju market has swelled every year since the 2005 launch of the mild soju , reaching 14 . 6 percent in the first three months of the year . Jinro maintained a 48 . 7 percent share but saw the gap dwindle by 1 . 3 percentage points on a year - on - year basis , KALIA data showed . Hite - Jinro is pinning its hopes on its latest Dry Finish beer and its integrated marketing network . Demand for Hite ’ s Max beer also grew to claim nearly a 10 percent share , it said . “ Our company has been much too complacent about its position over the last five years , ” Lee Nam - su , president of Hite - Jinro , told reporters . “ We ’ re planning to penetrate fresh markets overseas such as China , Japan and Southeast Asia for exports . ” By Shin Hyon - hee ( heeshin @ heraldm . com )