# RTD Wine-Based Highballs La Soju x G-Dragon Debut the 'PEACEMINUSONE Highball' in the U.S. By Debra John | Published 2026-01-07 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/peaceminusone-highball References: [lasoju](https://lasoju.com/) La Soju, in collaboration with artist G-[Dragon](https://www.trendhunter.com/trends/dragon-fruit-lemonade-1), 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](https://www.trendhunter.com/trends/suntory-premium-highball-yamazaki) 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](https://www.trendhunter.com/trends/7eleven-jurassic-world-rebirth) locations in Southern California." Image Credit: La Soju ## Trend Insights (Trend Hunter) - Score: 8.1/10 - Popularity: 90% | Activity: 92% | Freshness: 61% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **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. - **Celebrity Collaboration Products:** Collaborations with high-profile artists and celebrities, like G-Dragon in this case, are capturing consumer attention and driving product differentiation. - **Japanese-inspired Cocktails:** The fusion of Japanese cocktail techniques with Western ingredients is creating innovative beverage offerings that appeal to diverse consumer palates. ### Where This Applies - **Alcoholic Beverage Industry:** The integration of new beverage bases, such as wine, indicates a shift towards more experimental and health-conscious alcoholic options. - **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. - **Celebrity Endorsements Industry:** An increase in cross-industry partnerships with celebrities suggests a growing trend in leveraging personal brand influence in product marketing. ## Related on Trend Hunter - [Single-Serve Aromatized Wine Drinks](https://www.trendhunter.com/trends/exclusive-buzzballz-flavors.md) - [Juicy Soju-Style Cocktails](https://www.trendhunter.com/trends/sojuice.md) - [All-Natural Soju Cocktails](https://www.trendhunter.com/trends/allnatural-soju-cocktail.md) - [Elevated THC Drinkables](https://www.trendhunter.com/trends/mariona.md) - [Ready-to-Drink Whiskey Cocktails](https://www.trendhunter.com/trends/suntory-world-whisky-ao-highball.md) - [Sessionable Sake Beverages](https://www.trendhunter.com/trends/snow-monkey-sake-remix.md) - [Premium Soju Spirits](https://www.trendhunter.com/trends/soju-spirit.md) - [Soju-Infused Vietnamese Coffees](https://www.trendhunter.com/trends/hard-vietnamese-coffee.md) - [Hybrid Low-Alcohol Seltzers](https://www.trendhunter.com/trends/makgeolli-seltzer.md)