G-DRAGON's 'Peaceminusone Highball' Sells Out Amid Celebrity Alcohol Trend

G-DRAGON's 'Peaceminusone Highball' has sparked a frenzy, selling out rapidly and drawing significant attention. The success of celebrity-endorsed alcoholic beverages is prompting the industry to release similar products. However, some critics argue that these celebrity drinks may focus more on marketing than quality, risking short-lived popularity. They suggest that maintaining the trend requires a greater emphasis on quality improvement.

According to the liquor industry on the 14th, G-DRAGON's fashion brand 'Peaceminusone' collaborated with BGF Retail, which operates the convenience store CU, to launch the 'Peaceminusone Highball' at CU. This highball is said to reflect G-DRAGON's personal taste in alcohol. Inside the can is a slice of fresh lemon shaped like a daisy, a symbol G-DRAGON often uses.

The can design, personally crafted by G-DRAGON, features a unique pattern of the Peaceminusone logo on a black background. Among fans, a trend has emerged to repurpose the cans into various recycled items after consumption. The highball's popularity led to 880,000 cans selling out within just three days of its release.

This isn't the only celebrity-branded alcohol making waves. BTS's Jin with 'Aigin', Jay Park's 'Won Soju', and Shin Dong-yup's 'Black Circle Highball' are among the products launched by famous celebrities, gaining significant popularity. Notably, Jay Park's distilled soju 'Won Soju', released in February last year, achieved cumulative sales of 1,725,000 bottles over seven months, averaging 8,254 bottles sold per day.

The success of celebrity alcohol is often attributed to the 'name effect', where the celebrity's fame and glamorous image attract consumers. However, some argue that the actual brewing is done by professionals, with celebrities primarily involved in marketing, suggesting that advertising these as 'celebrity-made' drinks is misleading.

There are also negative reviews regarding the taste. Some netizens have commented that these celebrity drinks fall short of the overall balance found in products from major brewing companies, with remarks like "I tried it because it was popular, but it wasn't tasty at all."

The latest 'GD drink' has received similar feedback. Online communities and blogs have noted that "the carbonation is weak and it's too sweet," "it's not worth the 4,500 won price," and "I expected more, but it just tasted like lemonade from a café." A YouTuber even stated, "There's nothing special about it. If you're not a G-DRAGON fan, there's no need to try it."

Some celebrity drinks have experienced initial popularity but failed to maintain it. Jay Park's 'Won Soju', launched about two years ago, surpassed 1 million bottles in sales within two months but saw a rapid decline in sales. The startup 'Won Spirits', led by Jay Park, has not submitted its 2024 audit report, possibly due to a sharp drop in sales.

An industry insider noted, "The short-lived popularity of some products is due to insufficient efforts in quality improvement," adding, "As consumers become more discerning, focusing on the essence of food and beverage, 'taste', is crucial to avoid fleeting popularity." Another industry expert advised, "Celebrities entering the liquor market should prioritize the taste and quality of their products."

By Se-yoon Jung, TenAsia Reporter yoon@tenasia.co.kr