GS25 Launches Kushimasa Highball... "Mixology Drinks Are the Trend"

Mixology Alcohol Sales Up 177%

A model is introducing Kushima Saweon More Highball and Kushima Saweon More Yuzu Soda at GS25.
[Photo by GS Retail]

GS25 announced on the 31st that it will collaborate with Kushimasa, a restaurant famous for Japanese-style fried omakase, to introduce highballs and yuzu soda.

The Kushimasa cocktails are products released in 500ml large cans, using the exact liquor recipes sold at the Kushimasa restaurant. The Kushimasa One More Highball is characterized by its rich flavors of oak, vanilla, and caramel, capturing the essence of a premium highball. The Kushimasa One More Yuzu Soda contains yuzu concentrate from Goheung, delivering the fresh and natural taste and aroma of yuzu rather than an artificial citrus flavor.

Recently, there has been a growing trend in alcohol consumption among the MZ generation (Millennials + Generation Z) enjoying mariage (the perfect pairing of delicious food and drinks) and mixology (the blending of alcohol and beverages). According to GS25, sales of mixology alcoholic beverages increased by 177% compared to the previous year this month.

A GS25 representative said, “As the trend of sharing and verifying self-made liquor recipes grows mainly among the MZ generation, mixology alcoholic beverages have recently gained great popularity,” adding, “With the establishment of a liquor planning team, we will lead alcohol trends through various differentiated products.”