More stars are entering the alcohol business. It's not simply a matter of lending their names and faces. They are directly involved in product planning, development, and brand management. By combining original ideas with brand images, they create revenue. However, there are cases where the alcohol businesses of celebrities only enjoy fleeting popularity. Critics note that relying solely on buzz without efforts to enhance product competitiveness can lead to business failures.
According to the distribution and alcohol industry on the 30th, singer G-Dragon (hereafter GD) will launch 'Peace Minus One Highball' at convenience store CU in collaboration with BGF Retail. This wine-based highball reflects GD's preference as a known wine enthusiast, featuring fresh lemon slices shaped like daisies. The Peace Minus One Highball is an alcohol product linked to GD's fashion brand, Peace Minus One, and its intellectual property (IP).
A BGF Retail official noted, "Given the increased consumption of highballs, the exclusive launch of a product in collaboration with a superstar will attract attention," adding, "We expect it to be another turning point in a positive direction." According to BGF Retail, highball sales have increased by about threefold (286.7%) compared to last year.
This is not the first time that a famous celebrity like GD has ventured into the alcohol business. In 2022, rapper Jay Park established One Spirits and launched distilled soju 'Won Soju.' During the official launch event in pop-up store format at The Hyundai Seoul in Yeouido, Seoul, a crowd gathered, leading to the sale of 10,000 bottles out of the 20,000 bottles prepared on the first day. At convenience store GS25, there was a surge in purchases, particularly among those in their 20s (33.1%) and 30s (37.4%), leading to it becoming the top-selling alcohol product overall.
Singer Sung Si-kyung also introduced 'Kyungtakju,' a makgeolli named after his own name. The initial supply of 5,000 sets (2 bottles per set) sold out within an hour. Additionally, the distilled liquor 'IGIN' from BTS member Jin, So Hyun's 'So Highball,' and comedian Shin Dong-kyup's 'Black Circle Whiskey' also caused shortages shortly after their launch.
The reason stars are entering the alcohol business is that the interests of the distribution and alcohol industry align. An industry official said, "The fact that a product is launched by an artist I like, who is directly or indirectly involved in the entire business, is a major interest for those consumers," and added, "In a stagnant alcohol market, brewery and distribution companies can generate revenue through collaboration with them." Another official noted, "As the global recognition of Korean celebrities through the increasingly prominent K dramas and K-pop rises, they can secure advantageous positions for entering overseas markets."
However, experts advise that continuous efforts are needed to prevent these business models from being just 'fading popularity.' Products like actor Kim Bo-sung's 'Wooju Soju,' singer Yoon Mi-rae's 'Mi-rae Soju,' and actor-singer Lim Chang-jung's 'One Glass of Soju' have been discontinued. Jay Park's 'Won Soju' is also currently in a state of deciding not to submit an audit report this year, due to a continuous decline in sales.
Lee Eun-hee, a professor at Inha University, stated, "In the beginning, products associated with famous celebrities gained popularity due to their stories, but as time goes by, consumption trends change. If there is no change in marketing strategies, they can easily become obsolete," adding, "We must continuously evaluate product quality and price competitiveness."
Seo Yong-gu, a professor at Sookmyung Women's University, said, "The more buzz there is, the greater the risk. The quality of the product improves only when the risk is distributed through structures where shared responsibility can be established with professional managers or breweries."