G-Dragon’s PeaceMinusOne Collaborates with Hitachino Nest to Launch Pale Lager “Daisy Lager”

“Daisy Lager,” a collaboration between G-Dragon’s fashion brand PeaceMinusOne and Japanese craft beer brand Hitachino Nest, will be released on May 21 through GS25. This pale lager is a new product designed for the summer beer market, following the success of the first version, “Daisy Ale,” which was introduced last December.

“Daisy Lager” uses pilsner malt and pale malt, along with citrus hops, to create a fresh flavor profile and a crisp taste. GS25 promotes this product under the slogan “POWER FULL Carbonated LAGER.” An Jae-seong, MD of GS Retail’s liquor team, explained that since the previously released Daisy Ale gained popularity among customers thanks to its unique concept and design, this second version was planned as a lager style, which is the most favored during summer.

The first version, Daisy Ale, launched last December, helped increase GS25’s ale beer sales by approximately 30%. The background for this new product lies in GS25’s seasonal sales strategy, as beer sales during summer (June to August) account for 30.9% of total sales, with lagers making up 85% of those summer beer sales.

During the first tasting event held from the 15th to the 17th at COEX Square in Gangnam-gu, Seoul, around 50,000 people visited over the three days. The venue featured a tasting truck zone, photo zones, game experience zones, and reward zones, with long queues forming throughout the event period.

“Daisy Lager” will be available at a price of 4,500 won and goes on sale on May 21 as an exclusive product of GS25. To celebrate its release, GS25 plans to hold sequential tasting events at university festivals as well.