G-Dragon's Fashion Brand "PeaceMinusOne" Collaboration
Wine-Based Highball... Unique Design Pattern Draws Attention
CU to Release Limited Initial Quantity of 880,000 Cans
CU, a convenience store operated by BGF Retail, announced that it will launch the first alcoholic beverage utilizing the intellectual property (IP) of G-Dragon's (GD) fashion brand "PeaceMinusOne," the "PeaceMinusOne Highball," on April 30.
PeaceMinusOne is an artist-driven street brand launched by G-Dragon in 2016. The logo features a daisy flower, symbolizing peace and hope.
BGF Retail's convenience store CU will launch the "PeaceMinusOne Highball," utilizing the intellectual property rights of G-Dragon's (GD) fashion brand "PeaceMinusOne," on the 30th. (Photo by BGF Retail)
The "PeaceMinusOne Highball" (500ml, 4.5%), which CU is introducing for the first time in Korea, is PeaceMinusOne's first alcoholic beverage product and follows previous collaborations with various global luxury brands. This product is a wine-based fresh lemon highball, reflecting G-Dragon's known preference as a wine enthusiast.
The product features a slice of fresh lemon shaped like the daisy flower, the symbol of PeaceMinusOne. G-Dragon personally participated in designing the package, which incorporates the PeaceMinusOne lettering in a unique pattern, adding further significance to the product.
The PeaceMinusOne Highball will be released in a limited initial quantity of 880,000 cans, inspired by G-Dragon's favorite number "8," as he was born in 1988. The product is manufactured by Buruguru, which emerged as a leading player in the canned highball market last year with its fresh lemon highball. The product will be available at CU stores nationwide starting April 30. The price is 4,500 KRW per can, and there will be a promotional price of 12,000 KRW for three cans.
Jang Juhyun, the liquor team MD at BGF Retail, stated, "We dedicated over four months from planning to launch to capture the unique sensibility of the artist and enhance product quality. We are already receiving export inquiries from several countries, so we will focus on securing as much supply as possible to allow more consumers to experience the product."
Meanwhile, following the success of its fresh lemon highball last year, CU has been introducing a variety of fresh fruit highballs containing ingredients such as lime, cheonggyul, orange, tangerine, apple, and yuzu. Since the launch of this series, CU's highball sales have nearly tripled year-on-year, increasing by 286.7%. The share of highballs in total liquor sales has risen from 4.0% to 11.3%.
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