A major South Korean retail conglomerate is joining forces with one of K-pop’s biggest stars in a strategic move to capitalize on the country’s lucrative summer beverage market.
GS Retail Co., the distribution giant behind a sprawling network of more than 18,000 “GS25” convenience stores across South Korea, announced it will exclusively launch a new craft beer dubbed “Daisy Lager” on Thursday. The product is the result of a high-profile collaboration with G-Dragon, the global fashion icon and frontman of the pioneering K-pop group BIGBANG.
The new brew was co-developed and designed by Peaceminusone, G-Dragon’s luxury streetwear label, in partnership with the prominent Japanese craft brewery Hitachino Nest. The release serves as a follow-up to “Daisy Ale,” a debut collaboration launched last December that drove a near-30% surge in revenues within GS25’s ale category.
The timing of the Daisy Lager rollout is a calculated move to align with South Korea’s hot and humid summer season from June to August. This window is highly critical for domestic beverage retailers, as company data indicates that crisp lagers dominate seasonal demand, accounting for roughly 85% of total beer sales.
To cater to this specific consumer preference, Daisy Lager is formulated as a pale lager infused with citrus hops, engineered to deliver a refreshing flavor profile and strong carbonation.
Early indicators suggest significant consumer interest fueled by the artist’s star power. A three-day pre-launch tasting event held recently at the COEX plaza in Seoul’s upscale Gangnam district drew an estimated 50,000 attendees. Long queues formed at tasting trucks and promotional photo zones throughout the weekend, signaling robust market anticipation.
“Just as last year’s Daisy Ale received a tremendous response from consumers thanks to its differentiated concept and the unique design of G-Dragon’s brand, we planned this second edition in the highly preferred lager style for the summer,” said Ahn Jae-sung, a merchandising director for GS Retail’s liquor division. “We expect Daisy Lager, with its strong carbonation and refreshing flavor, to inject new vitality into the convenience store beer market this season.”
Looking to sustain the momentum, GS Retail plans to expand its grassroots marketing efforts starting Tuesday by touring major university festivals across the country. The initiative aims to deepen the brand’s engagement with a core demographic of consumers in their 20s, testing the commercial ceiling of combining K-pop cultural influence with retail convenience.
