Singer G-Dragon is making waves in the retail market as well as music. His collaborative beer product Daisy Ale has climbed to second place in overall beer sales only 10 days after its offline launch.
On December 22, convenience store chain GS25 announced that Daisy Ale, featuring G-Dragon as its model, has become the second-best-selling beer across its stores nationwide. The product currently trails only Cass in total beer sales, with GS25 noting that current order and sales trends suggest it could soon claim the top spot.
Daisy Ale is brewed by Japan’s renowned craft brewery Hitachino Nest, while the visual design was created in collaboration with G-Dragon’s fashion label PEACEMINUSONE. The combination of distinctive flavor, striking packaging, and strong brand storytelling has drawn significant attention from consumers.
Industry observers point out that the success is particularly notable given South Korea’s lager-dominated beer market. Since Daisy Ale’s offline release on December 11, sales of ale beers at GS25 have increased by approximately 40.8 percent compared to the same period last year—an unusual surge driven largely by a single product.
GS25 also reported that consumers in their 20s and 30s account for around 70 percent of Daisy Ale’s sales, far exceeding the beer category’s average of 45 percent. The retailer attributes this to the product’s strong appeal among younger customers who value individuality, design, and brand experience.
Lee Jung-pyo, head of marketing at GS Retail, commented that the positive response reflects the alignment between MZ-generation taste-driven consumption trends and differentiated marketing backed by product quality. He added that the company plans to continue introducing unique offerings to set new benchmarks within the alcoholic beverage category.
With its rapid rise in sales and strong resonance among younger consumers, Daisy Ale is emerging as one of the most talked-about beer launches of the year demonstrating G-Dragon’s continued influence beyond the entertainment industry.
Editor’s Insights
G-Dragon’s Daisy Ale is not just performing well as a product. It is redefining how celebrity influence translates into consumer behavior.
What makes this launch stand out is not simply the speed of its sales, but the type of market it is disrupting. South Korea’s beer industry has long been dominated by familiar lager brands, where taste consistency and price often outweigh experimentation. Daisy Ale entering this space and immediately climbing to No. 2 suggests a shift in what younger consumers value.
This success is driven by more than celebrity endorsement. The collaboration blends product quality, visual identity, and cultural symbolism into a single experience. By connecting his PEACEMINUSONE brand with a premium craft brewery, G-Dragon positions the beer as both a lifestyle statement and a consumable product.
It also highlights a broader trend. For the MZ generation, purchasing decisions are increasingly tied to identity and storytelling rather than just function. Daisy Ale works because it offers both.
If this momentum continues, it could signal a larger transformation in Korea’s alcohol market, where branding and cultural relevance begin to rival tradition as the primary drivers of success.