[Today’s New Product] G-Dragon’s Beer Returns as a Lager with "Daisy Lager"
GS25 Unveils Second Edition Following Last Year’s Daisy Ale
G-Dragon’s Fashion Label Participates in Design
On May 19, GS25, the convenience store chain operated by GS Retail, announced that it will exclusively launch the second installment of the Daisy Beer series, "Daisy Lager," on May 21 to coincide with the summer peak season for beer sales.
Daisy Beer is a product co-developed by the Japanese craft beer brand Hitachino Nest and G-Dragon’s fashion brand PEACEMINUSONE, which participated in the design. The first release, "Daisy Ale," introduced in December last year, featured G-Dragon as a promotional model and boosted GS25’s ale beer sales by nearly 30%.
The newly released Daisy Lager is a "pale lager" beer known for its clean and refreshing taste. It is priced at 4,500 won. According to the company, it features a bright and lively flavor profile and a light, crisp body, achieved by combining Pilsner and pale malts with citrusy hops, and is distinguished by its intense carbonation.
To celebrate the launch of Daisy Lager, GS25 will hold various on-site tasting tours under the slogan "POWER FULL Carbonation LAGER (Daisy Lager with Intense Carbonation)." During the first round of tastings held from May 15 to May 17 at COEX Square in Gangnam-gu, Seoul, approximately 50,000 people attended over the three days. Starting today, the tour will also visit university festivals sequentially.
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An Jaeseong, Merchandiser (MD) of the Liquor Team at GS Retail, said, "Since Daisy Ale, released last year, received a great response from customers due to its differentiated concept and design, we planned the second installment in the lager style, which is most popular during summer. We expect that Daisy Lager, with its strong carbonation and refreshing flavor, will bring new vitality to the convenience store beer market this summer."
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