G-Dragon, renowned global K-pop icon and fashion trendsetter, has once again demonstrated his entrepreneurial prowess beyond music by making a monumental impact in the beverage industry.
His highball alcoholic drink, launched under his brand PEACEMINUSONE, has rapidly taken the market by storm, surpassing the impressive milestone of 10 million cans sold in only three months since its launch.
A Rapid Rise to Popularity
Released on April 30, 2025, the PEACEMINUSONE Highball arrived with massive anticipation, combining G-Dragon’s distinct artistic vision with the popular highball cocktail format—a mix of whiskey and soda that’s both refreshing and accessible.
According to data shared by the liquor company Brewguru, which manufactures the drink, the three initial flavors of the PEACEMINUSONE Highball have collectively sold over 10 million cans in this short span, setting a historic sales record for the company.
The product’s initial batch consisted of 880,000 cans, all of which sold out in just three days, creating what’s now described as an “Open run” phenomenon—a term for extreme consumer demand that leads to continuous stock depletion and store restocking.
The launch frenzy included long lines of customers queuing outside convenience stores well before opening hours, eager to secure their cans of the trendy new beverage.
Innovative Product Variations and Designs
The PEACEMINUSONE Highball didn’t stop at its initial success.
On May 27, the brand released a special edition, the “PEACEMINUSONE Red Highball,” to celebrate “Space Aviation Day.”
This release attracted not only Korean buyers but also a surge of overseas tourists and international fans eager to purchase the collectible edition, further boosting the drink’s global footprint.
Continuing his personal involvement, G-Dragon designed the “PEACEMINUSONE Daisy Highball”, launched on July 16.
The daisy illustration featured on the can was personally drawn by G-Dragon himself, making it a highly coveted collector’s item.
The Daisy edition was met with overwhelming demand, selling out entirely within just three hours after online pre-orders opened.
Record-Breaking Sales and Positive Industry Impact
Brewguru proudly announced that the sales figures for PEACEMINUSONE Highball represent the highest sales record in the company’s history.
Beyond the raw numbers, the brand has attracted significant attention for driving a strong surge in overseas orders, which signals growing international interest and the effective global appeal of G-Dragon’s brand.
This international success adds a new chapter to the ongoing globalization of K-pop culture and its affiliated lifestyle products.
G-Dragon’s ability to leverage his music fame into other industries with authentic branding and personal involvement makes this achievement particularly noteworthy.
Marketing Genius and Unique Launch Events
One of the most talked-about moments during the product rollout was the official launch party “The Signal” held on June 13.
At this event, G-Dragon made a memorable entrance arriving in a Tesla Cybertruck, a futuristic electric vehicle that perfectly aligned with the brand’s innovative and edgy image.
The spectacle caught the attention of many attendees and went viral online after Tesla CEO Elon Musk shared a clip of the moment on his social media platform, X (formerly Twitter).
This marketing tactic perfectly exemplifies G-Dragon’s skillful blend of trendsetting culture, technology, and music, helping to generate buzz not only in Korea but internationally.
The ability to merge product launches with celebrity influence and social media virality was a key factor in the PEACEMINUSONE Highball’s success.
Wide Availability and Continued Demand
Currently, the PEACEMINUSONE Highball and the Red Highball variant are available in CU convenience stores nationwide in South Korea, making them highly accessible to consumers.
Despite the availability, many fans and customers report that the cans still sell out rapidly, with several noting ongoing high demand.
Online reactions from fans and netizens have been overwhelmingly positive, praising both the drink’s taste and design. Comments from consumers include:
“I wish they would continue to sell it. I think it’s the best Highball being sold in the market.”
“The lemon highball is good to drink casually. I’m a lightweight, but it tastes like a drink, so I drink it often.”
“It not only tastes good, but the design is pretty too.”
“Aside from everything, it tastes really good. Doesn’t have a residual taste. It’s not too sweet or bitter.”
“He’s a genius. Even the marketing was perfect. I want to have his talent.”
“I really want them to continue producing this product.”
“He also donated the profit from the Highball sales. He’s so amazing.”
These reactions underscore the dual appeal of the product: a well-crafted beverage experience complemented by aesthetically pleasing and collectible packaging, all wrapped in the aura of G-Dragon’s star power.
Philanthropic Element
Adding another layer to the brand’s positive image, reports mention that G-Dragon has donated profits from the Highball sales, emphasizing his commitment to giving back while expanding his brand empire.
In just three months, G-Dragon’s PEACEMINUSONE Highball has shattered records, selling over 10 million cans, sparking a consumer craze, and setting new industry benchmarks.
This success story is powered by G-Dragon’s unique combination of personal design involvement, savvy marketing strategies, and his global cultural influence as a K-pop icon.
With multiple editions that cater to both taste and collector interest, the Highball has become more than just a drink—it’s a cultural phenomenon that reflects the modern intersection of music, fashion, and lifestyle.
The PEACEMINUSONE Highball’s extraordinary market performance highlights not only G-Dragon’s talent as an artist but also his rising status as a business innovator who can create successful ventures outside of music, further solidifying his legacy as one of Korea’s most influential cultural figures.
