On April 27, reports stated that BIGBANG’s G-Dragon will be launching a premium highball next month in collaboration with BGF Retail’s convenience store, CU, utilizing the IP of his brand PEACEMINUSONE.
G-Dragon is renowned for his creative leadership across music, fashion, and now, lifestyle branding. The new product, named “PEACEMINUSONE Highball,” is crafted using French Burgundy Sauvignon Blanc white wine. It offers a refreshing fruity aroma and a crisp, cool taste. Moreover, reflecting the current low-alcohol trend among Millennials and Gen Z, the drink contains just 4.5% alcohol, making it easy and casual to enjoy.
The PEACEMINUSONE Highball was first unveiled at the exclusive ‘Galaxy Robot Night’ event in March, held during G-Dragon’s ‘Übermensch World Tour’ festivities. An AI robot named Alice, dressed in PEACEMINUSONE merchandise, served the highball to VIP guests, creating a futuristic and unforgettable experience.
CU further stated that G-Dragon’s innovation and artistic sensibility align seamlessly with their goal to introduce premium, differentiated products to a broader audience. This collaboration highlights how Korean celebrities are increasingly involved not just as endorsers, but as active developers in the liquor market.
Fans have been eagerly anticipating the official launch, especially after images and videos from the VIP event went viral across social media.
Previously, on April 24, G-Dragon released the music video for ‘Good Day 2025 (Telepathy + By the Moonlight Window)’. Blending vintage charm with modern flair, the track reimagines City Boys’ classics from 1986 and 1988. The video features stars like Jung Hyung Don, Jung Hae In, Kim Go Eun, 2NE1’s CL, and BIGBANG’s Taeyang, generating excitement on social media.
Written by Prachi
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