[Review] Nothing Goes to Waste, from Flavor to Can... 'GD Highball'

A Fruit Wine Highball with a Wine Base
Distinctive Fresh Lemon Flavor Sets It Apart

The first impression is undeniably "hip." The PeaceMinusOne highball, a collaboration between global artist G-Dragon (GD) and convenience store chain CU operated by BGF Retail, features only the word "PEACEMINUSONE" in alphabet letters on a black background. This is distinctly different in appearance from competing products, which typically mark "highball" on the can packaging to distinguish it from beer. The red handle attached to the can lid also catches the eye.

PeaceMinusOne sold out all 880,000 units within three days of its launch on April 30, and has become a "sold-out sensation," with orders being placed two to three times per week. PeaceMinusOne is a street fashion brand introduced by GD in 2016, which has released products through collaborations with Nike, Paris Saint-Germain (PSG), Gentle Monster, Vogue, Red Bull, and others. The brand uses a daisy with a single petal falling off as its logo, visually representing the brand name "Peace Minus One" by removing one petal from a daisy, a flower symbolizing peace.

PeaceMinusOne highball. Photo by Minji Lee.

This is the first time that PeaceMinusOne has introduced an alcoholic beverage collaboration product. The manufacturer is Buruguru, an alcoholic beverage company that caused a sell-out frenzy last year with its "fresh lemon, fresh lime" highballs.

It is reported that GD was deeply involved in the development of the highball over a period of about four months. GD personally designed the product's exterior. His preferences are also strongly reflected in the flavor. Most domestic convenience store highballs are made by combining neutral spirits (diluted soju) with oak chips, and are sold as highballs. For this reason, the product name is classified as "liqueur," which is diluted soju with added fruit extract. The PeaceMinusOne highball, however, uses white wine?a drink GD personally enjoys?as its base, so it is classified as a "fruit wine," which is made by fermenting fruits as the main ingredient.

The PeaceMinusOne logo was designed to resemble a single petal falling from a lemon. The lemon rises 3 to 5 seconds after the lid is opened. Photo by Minji Lee.

The initial taste was as refreshing as biting into a cold lemon. Three to five seconds after opening the can, carbonation bubbles up along with a lemon shaped like the PeaceMinusOne logo. In lemon highballs based on neutral spirits, the lemon juice flavor comes first and the alcohol aroma lingers at the end, but PeaceMinusOne leaves a strong astringent aftertaste of fresh lemon. After a few more sips, the finish was also smooth.

However, as time passed, the sweetness became stronger. As the drink lost its chill, the sweetness became more pronounced. This explains why the packaging instructs consumers to "store in a cold place for more than six hours before drinking." Adding ice reduced the sweetness, and the lemon flavor became even richer. I recommend this highball as an easy-to-drink option, even for those who do not usually enjoy alcohol. It would pair well with snacks after work or with light seafood dishes.

However, whiskey enthusiasts who prefer a strong oak aroma may not find this appealing.

Meanwhile, thanks to its stylish appearance, the highball can is quickly gaining popularity on social networking services (SNS) for its creative reuses. People are using the can as a lamp by piercing holes in the lettering and adding a light, or repurposing it as a flowerpot or a storage case for cheering sticks. The band wrapped around the can is also being removed and used as a phone case or AirPods case.

When served cold with ice, the sweetness was reduced and the fresh lemon flavor was more pronounced. Photo by Minji Lee.