King of K-pop G-Dragon Makes His First U.S. Beverage Debut with PEACEMINUSONE Highball - Food & Beverage Magazine

"The American beverage landscape just got a major cultural infusion as G-Dragon, the iconic BIGBANG artist and one of K-pop's most influential figures, officially launches PEACEMINUSONE Highball in the mainland United States. After selling over 10 million cans across Asia in less than a year, this design-driven ready-to-drink cocktail represents more than just another celebrity beverage launch: it's a strategic expansion that could reshape how American consumers think about wine-based RTD cocktails."

"When PEACEMINUSONE Highball launched in South Korea in April 2025, industry observers took notice. The initial production run of 880,000 cans sold out in just three days, a feat that even seasoned beverage executives found remarkable. This wasn't just K-pop fans buying into celebrity endorsement: it was a legitimate consumer phenomenon driven by product quality, innovative positioning, and cultural relevance."

"G-Dragon, whose real name is Kwon Ji-yong, founded PEACEMINUSONE in 2016 as a fashion and culture brand that blends high fashion with contemporary streetwear. The brand's aesthetic emphasizes creativity, scarcity, and art-driven concepts, principles that translate directly into the beverage offering. For food and beverage professionals, this launch offers valuable insights into how cultural authenticity and design-forward thinking can drive consumer demand in saturated markets."

PEACEMINUSONE Highball entered the mainland United States after selling over 10 million cans across Asia in under a year. The South Korea debut in April 2025 saw an initial 880,000-can production run sell out in three days. The beverage stems from G-Dragon's PEACEMINUSONE fashion and culture brand, which emphasizes creativity, scarcity, and art-driven concepts that inform the product's design-forward positioning. The RTD uses wine as its base to offer a lighter, more accessible alternative to whisky-forward highballs. The lineup includes distinct flavor profiles, including a Classic Highball with crisp white-wine notes. The launch signals potential growth for wine-based RTD cocktails in the American market.

Read at Food & Beverage Magazine