Famous personalities cause a stir in Korea's alcohol sector via their personally crafted premium spirits
Drinking Like a Star: South Korea's A-List Liquor Boom
South Korean celebrities are shaking up the liquor industry, turning traditional beverages into trendy must-haves. From makgeolli to highballs, these stars aren't just endorsing drinks - they're creating them.
Take, for instance, G-Dragon of BigBang, who teamed up with convenience store chain CU to launch the PEACEMINUSONE Highball. This boozy concoction, made with Sauvignon Blanc from Burgundy, France, has a refreshing 4.5% alcohol content, appealing to young sippers. The limited-edition release flew off the shelves in no time, thanks to G-Dragon's market power. The launch event was a spectacle, complete with robots serving the drink, reinforcing PEACEMINUSONE's futuristic spirit.
Kim Jae-joong, another star, dipped his toes in the traditional Korean alcohol market by collaborating with Apgujeong Makgeolli, a premium makgeolli (Korean rice wine) brand. Kim Jae-joong's makgeolli label aims to marry trendy appeal with the authentic taste of traditional rice wine, hoping to captivate both local and international palates.
Singer Sung Si-kyung joined the party with "Kyungtakju," his own makgeolli brand. Anyone familiar with Si-kyung knows he's no stranger to success; his makgeolli was snapped up by 5,000 fans in just an hour. BTS's Jin, too, made a splash with his distilled liquor brand IGIN, adding to the growing list of K-pop-star-endorsed drinks.
Rapper Choiza, although not as widely publicized, is also jumping on the bandwagon by unveiling his bokbunja wine, Boonza. He's part of a larger movement of Korean celebrities, such as Jay Park, who've found success by launching their own alcohol brands, from makgeolli to soju.
This star-studded liquor boom signifies a cultural shift in Korean beverages. Celebrities aren't just slapping their names on bottles; they're actively involved in the product development, label design, and marketing, creating an authentic connection between the stars and consumers. The trend is clearly catching on, as fans are eagerly lining up to get their hands on their favorite idols' drinks. Cheers to that!
Celebrities' involvement in the liquor industry, as evidenced by G-Dragon's collaborative highball, Kim Jae-joong's makgeolli, Sung Si-kyung's Kyungtakju, BTS's Jin's IGIN, and Choiza's Boonza, is redefining South Korean beverages and aligning them with pop-culture. This business-entertainment collaboration is not merely about endorsements; it's about merging pop-culture with traditional beverages, appealing to both local and international audiences. The entertainment industry's excitement for liquor production is creating a unique connection between stars and consumers, making drinks a significant part of the South Korean culture.
