The American beverage landscape just got a major cultural infusion as G-Dragon, the iconic BIGBANG artist and one of K-pop’s most influential figures, officially launches PEACEMINUSONE Highball in the mainland United States. After selling over 10 million cans across Asia in less than a year, this design-driven ready-to-drink cocktail represents more than just another celebrity beverage launch: it’s a strategic expansion that could reshape how American consumers think about wine-based RTD cocktails.
The Phenomenon Behind the Brand
When PEACEMINUSONE Highball launched in South Korea in April 2025, industry observers took notice. The initial production run of 880,000 cans sold out in just three days, a feat that even seasoned beverage executives found remarkable. This wasn’t just K-pop fans buying into celebrity endorsement: it was a legitimate consumer phenomenon driven by product quality, innovative positioning, and cultural relevance.
G-Dragon, whose real name is Kwon Ji-yong, founded PEACEMINUSONE in 2016 as a fashion and culture brand that blends high fashion with contemporary streetwear. The brand’s aesthetic emphasizes creativity, scarcity, and art-driven concepts, principles that translate directly into the beverage offering. For food and beverage professionals, this launch offers valuable insights into how cultural authenticity and design-forward thinking can drive consumer demand in saturated markets.
Redefining the Highball Category
PEACEMINUSONE Highball takes a decidedly different approach to the traditional whisky-forward highball category. By utilizing wine as the base spirit, the brand has created a lighter, more accessible drinking experience that appeals to modern consumers seeking sophistication without intensity. This strategic positioning could signal a broader trend toward wine-based RTD cocktails in the American market.
The product lineup features two distinct flavor profiles:
Classic Highball delivers crisp, clean notes of white wine balanced with soda and lemon flavoring. At 4.5% ABV in a 500ml can, it positions itself as a session-friendly option for consumers who want craft cocktail quality in a convenient format.
Red Highball offers a fruit-forward profile with subtle sweetness and aromatic depth, providing a smooth, modern interpretation that could appeal to wine enthusiasts transitioning into the RTD space.
Strategic Market Entry and Distribution Partnership
The U.S. launch strategy demonstrates sophisticated market understanding. Rather than attempting nationwide distribution immediately, PEACEMINUSONE Highball is launching exclusively at select on-premises retailers in California, with planned expansion to New York and New Jersey. This controlled rollout allows the brand to build momentum in key markets while managing supply chain complexities and gathering consumer feedback.
The partnership with LA Soju, founded by Billy Kang, provides crucial local market expertise. LA Soju’s experience with culturally-driven beverage marketing and their established relationships with Korean BBQ restaurants and Asian-focused retail outlets creates an ideal distribution foundation.
“LA Soju is honored to serve as PEACEMINUSONE Highball’s exclusive mainland U.S. distributor to on-premises retailers,” said Kang. “Our brand celebrates creativity and cultural crossover, and partnering with G-Dragon to introduce this innovative cocktail to the U.S. felt like a natural fit.”
Cultural Crossover and Market Implications
The timing of this launch reflects broader trends in American consumer behavior. Korean culture’s influence on American food and beverage preferences has accelerated dramatically, driven by streaming content, social media, and authentic experiences. For restaurant owners and beverage managers, PEACEMINUSONE Highball represents an opportunity to tap into this cultural momentum while offering customers a premium, Instagram-worthy drinking experience.
Current availability includes established Korean restaurant chains like Gen Korean BBQ House, Park’s BBQ, alongside culturally diverse venues like Guelaguetza Restaurante. The inclusion of COTE Korean Steakhouse in New York signals the brand’s appeal across different price points and dining experiences.
The retail component, including select 7-Eleven locations throughout Southern California, suggests confidence in mainstream consumer appeal beyond culturally-specific venues. This dual-channel approach: premium on-premises paired with accessible retail: could become a model for other international beverage brands entering the U.S. market.
Industry Impact and Innovation Opportunities
From a food and beverage industry perspective, PEACEMINUSONE Highball’s success offers several key takeaways. First, the wine-based RTD category remains underexplored relative to spirits-based alternatives. Second, design-driven packaging and cultural authenticity can command premium positioning even in crowded categories. Third, strategic celebrity partnerships, when backed by legitimate product quality and brand heritage, can accelerate market acceptance.
For beverage directors and purchasing managers, products like PEACEMINUSONE Highball represent menu innovation opportunities that can differentiate their establishments. The Instagram-friendly packaging and cultural storytelling provide natural marketing hooks that can drive social media engagement and word-of-mouth promotion.
Restaurant operators should consider how culturally-driven beverage offerings can enhance their overall dining experience. The success of Korean flavors in American restaurants extends beyond traditional Korean establishments: innovative operators are finding success incorporating K-culture elements across diverse menu concepts.
Market Positioning and Consumer Psychology
The 4.5% ABV positioning deserves particular attention from industry professionals. This alcohol level sits comfortably between traditional beer (typically 3.5-5%) and wine (typically 11-15%), creating a session-friendly option that allows for extended consumption without overwhelming alcohol impact. For restaurants, this translates to potentially higher per-customer beverage sales and extended visit durations.
The 500ml can format, while larger than standard American beverage cans, aligns with international premium RTD trends and provides better value perception for consumers willing to pay premium prices. The packaging size also supports the brand’s positioning as a craft cocktail alternative rather than a simple mixer or beer substitute.
Looking Forward: Implications for the Beverage Industry
PEACEMINUSONE Highball’s U.S. debut represents more than just another celebrity beverage launch: it’s a case study in how international brands can successfully enter American markets through cultural authenticity, strategic partnerships, and product differentiation. The brand’s rapid success in Asia, combined with its thoughtful U.S. market entry strategy, suggests potential for significant impact on the domestic RTD cocktail category.
For food and beverage professionals, this launch highlights the importance of staying attuned to cultural trends and consumer preferences that extend beyond traditional demographic categories. The intersection of music, fashion, and beverage culture creates opportunities for innovative menu development and customer engagement strategies.
As the American beverage market continues to embrace international influences and culturally-driven products, brands like PEACEMINUSONE Highball may well represent the future of premium RTD cocktails: where authenticity, design, and cultural relevance drive consumer choice as much as taste and price.
The success of this launch will likely influence other international beverage brands considering U.S. market entry, potentially accelerating the diversity and sophistication of American RTD cocktail offerings. For restaurant owners, beverage managers, and industry professionals, keeping pace with these cultural crossover trends will be essential for maintaining competitive relevance in an increasingly global marketplace.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
