K-pop star G-Dragon is bringing his cultural brand beyond music and fashion—and into the fiercely competitive U.S. ready-to-drink (RTD) alcohol market.
Peaceminusone, the artist’s fashion and lifestyle label, has begun official U.S. sales of its canned highball cocktail, marking the brand’s first entry into the American spirits industry. The move comes after the product surpassed 10 million cans in cumulative sales across Asia within six months of its debut, signaling growing confidence that K-pop intellectual property can evolve into a sustainable consumer brand rather than a short-term celebrity endorsement.
According to operator Brewguru, Peaceminusone Highball recently launched at select bars and restaurants in California, with plans to expand distribution to New York and New Jersey. U.S. distribution is being handled by Los Angeles–based RTD alcohol company LA Soju, which specializes in Asian-inspired canned beverages.
In California, the highball is currently available at Korean barbecue chains and restaurants including Gen Korean BBQ House, Baekjeong, Daedo Sikdang, Quarters BBQ and Park’s BBQ, as well as cafés and tea houses. Select 7-Eleven stores and liquor retailers in Southern California are also selling the product in single cans and six-pack formats. East Coast rollouts are expected to follow at Gen Korean BBQ House locations in New Jersey and New York, as well as New York’s Cote Korean Steakhouse.
Billy Kang, founder of LA Soju, said the partnership reflects shared values around creativity and cultural fusion. “Peaceminusone Highball aligns with our vision of introducing globally relevant, culture-driven beverages to the U.S. market,” he said. “We believe there is strong potential for resonance among American consumers.”
The product first launched in South Korea in April last year, selling out an initial batch of 880,000 cans in just three days. The lineup later expanded to include Red Highball and Daisy Highball variants, pushing cumulative sales past 10 million cans within six months. The brand also served as an official beverage sponsor at the 2025 APEC summit and has reported repeated sell-outs in markets including Taiwan, Hong Kong and Japan.
Unlike traditional whiskey-based highballs common in Japan and the U.S., Peaceminusone Highball uses white and red wine as its base, offering a lighter flavor profile. With an alcohol content of 4.5% and a 500-milliliter can format, the product is designed to align with RTD consumption trends and appeal to younger drinkers and female consumers, according to industry analysts.
The U.S. launch is notable as one of the few cases in which a K-pop artist’s brand has secured formal entry into American alcohol distribution channels. The company positions the product not merely as a beverage, but as a “cultural experience,” combining music, fashion, art and Seoul-based creative sensibilities.
Peaceminusone plans to expand distribution to more than 20 countries this year, aiming to replicate its domestic success on a global scale. Whether the brand can convert cultural cachet into long-term traction in the crowded U.S. RTD market remains an open question—but its early ambitions are unmistakable.
