G-Dragon joins Jay Park, Sung Si-kyung in star-powered liquor ventures

G-Dragon / Xportsnews

G-Dragon has launched a new alcoholic beverage under his fashion brand PEACEMINUSONE, marking another ambitious move for the artist known for his cross-industry influence.

On Wednesday, G-Dragon released the brand’s first alcoholic product, the Peaceminusone Highball, featuring a unique package design incorporating the PEACEMINUSONE lettering in a stylized pattern. The packaging was personally designed by G-Dragon, adding symbolic value to the launch.

The product is a wine-based lemon highball, reflecting G-Dragon’s well-known passion for wine. With an alcohol content of 4.5 percent, the drink is designed to appeal to a broad consumer base. It even includes a lemon slice shaped like a daisy — G-Dragon’s symbolic flower — highlighting his personal touch.

A promotional image for highball launched by G-Dragon / Courtesy of Galaxy Corp.

In a nod to his birth year, 1988, and his favorite number, “8,” the initial release is limited to 880,000 cans, a move likely to capture both fan interest and general consumer curiosity.

G-Dragon is not the first celebrity to enter the liquor industry. Jay Park’s Won Soju, launched in 2022, quickly topped sales charts and generated more than 10 billion won (approximately $7.3 million) in revenue, with demand so high that online orders briefly crashed due to heavy traffic.

Another notable example is singer Sung Si-kyung, who launched his brand Kyung in February last year, introducing Kyungtakju 12 as his debut product. Known for his love of traditional Korean drinks, Sung’s makgeolli sold out immediately upon release.

Celebrities, including Shin Dong-yup, Soyou of Sistar and Hyomin of T-ara have also received positive responses with their own alcohol ventures.

G-Dragon / Xportsnews

G-Dragon’s reach extends far beyond music. His third full-length album Übermensch, released in February, remains on music charts, and his recent music videos for “POWER” and “Too Bad” have drawn attention for introducing scarf and skort looks that are now emerging as fashion trends.

With his latest foray into the liquor business, G-Dragon continues to break boundaries across industries, raising expectations once again for how far his creative reach can go.

This article from Xportsnews is translated by a generative AI system and edited by The Korea Times.