'GD Highball' Sells Out in Hong Kong and Taiwan
"Couldn't Buy Even After Visiting 30 Convenience Stores"
The 'Peaceminusone Highball,' which gained significant attention due to singer G Dragon (real name Kwon Jiyong) personally participating in its production, is showing clear signs of success in the global market. In the initial launch countries of Hong Kong and Taiwan, the first shipment of several hundred thousand cans sold out immediately after release, once again proving the so-called 'G Dragon effect.'
On July 16, comprehensive liquor manufacturer Buruguru and G Dragon's agency, Galaxy Corporation, announced that all of the first export batch of several hundred thousand cans of Peaceminusone Highball to Hong Kong and Taiwan had recently sold out, and that they have now begun taking reorders. In fact, local distribution channels are reportedly receiving a flood of inquiries about restocking.
Singer G Dragon (left) and the 'PeaceMinusOne Highball,' which gained attention for G Dragon's participation in the design. Galaxy Corporation
Immediately after the product launch, word spread rapidly on social media, leading to a flood of purchase verification photos and tasting reviews from local consumers. On Taiwanese online forums, posts ranged from stories of failing to find the product even after visiting 30 convenience stores in heavy rain, to sharing the expected arrival times of delivery trucks and strategies for waiting in front of stores.
Currently, two types of Peaceminusone Highball are being sold domestically at CU convenience stores. Since sales began in April, more than 6 million cans have been sold in just two months. Buruguru plans to launch its third product, the 'Peaceminusone Daisy Highball,' later this month.
Buruguru stated, "We are focusing our entire organizational capabilities to actively respond to global demand, and our goal is to expand the number of overseas launch countries to more than 20 within this year." The company added, "Through our collaboration with G Dragon, we aim to grow into a global brand that leads a healthy drinking culture on the world stage."
Meanwhile, CU is strengthening its collaborations with celebrities by working with a variety of artists, including the recent QWER Wine from girl band QWER, Key's Keep Cocktail from SHINee, and Idles Lager in support of indie bands.
Jang Inhye, liquor team MD at BGF Retail, said, "Through our celebrity collaboration wine project, we want to offer consumers a more stylish and trendy way to experience wine." She added, "We plan to continue expanding our lineup of alcoholic beverages to reflect a variety of tastes and lifestyles, while also making wine more accessible and enjoyable for consumers."
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