La Soju, in collaboration with artist G-Dragon, has introduced the 'PEACEMINUSONE Highball' to the U.S. market, marking the American debut of the ready-to-drink, wine-based cocktail. First launched in South Korea in April 2025, the product experienced rapid adoption, with its initial release selling out within days and cumulative sales reaching the multimillion-unit range shortly thereafter.
The PEACEMINUSONE Highball presents a contemporary reinterpretation of the traditional whisky-forward highball by replacing a spirits base with wine for a lighter, more accessible profile. The U.S. release includes two variations; the 'Classic Highball' incorporates lemon flavor and 'French Burgundy Sauvignon Blanc,' delivering crisp acidity and carbonation influenced by Japanese highball traditions. The 'Red Highball,' on the other hand, features a red wine base, offering restrained sweetness and aromatic depth.
Each variety is "packaged in 500-milliliter cans at 4.5% ABV and is available at select restaurants and retailers in California, New York, and New Jersey, including participating 7-Eleven locations in Southern California."
RTD Wine-Based Highballs
La Soju x G-Dragon Debut the 'PEACEMINUSONE Highball' in the U.S.
Trend Themes
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RTD Wine-based Beverages — The emergence of wine-based ready-to-drink cocktails disrupts the traditional spirits market by offering a lighter, more approachable alternative.
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Celebrity Collaboration Products — Collaborations with high-profile artists and celebrities, like G-Dragon in this case, are capturing consumer attention and driving product differentiation.
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Japanese-inspired Cocktails — The fusion of Japanese cocktail techniques with Western ingredients is creating innovative beverage offerings that appeal to diverse consumer palates.
Industry Implications
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Alcoholic Beverage Industry — The integration of new beverage bases, such as wine, indicates a shift towards more experimental and health-conscious alcoholic options.
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Retail and Distribution — Strategic placement in well-known retail chains like 7-Eleven demonstrates new pathways for high-end collaboration products to reach broader markets.
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Celebrity Endorsements Industry — An increase in cross-industry partnerships with celebrities suggests a growing trend in leveraging personal brand influence in product marketing.