Convenience store GS25 released Daisy Ale on the 4th, created in collaboration with G-Dragon's fashion brand Peaceminusone and Japan's prestigious brewery Hitachino Nest. To mark the launch, it will run a popup store (temporary shop) from today through the 9th at three locations: GS25 Cheongwa Space, DXLAB, and Busan Plaza.
On the afternoon of the day, the entrance of the GS25 DXLAB store in Yeoksam-dong, Gangnam District, Seoul, was filled with Daisy Ale posters and signage. Inside, hundreds of beer cans stacked along one wall featured Hitachino Nest's signature owl logo and a daisy graphic, and a tasting event was underway.
The beer features a blend of a refreshing daisy aroma and a bitter yet crisp finish. It delivers a light body using Pilsner malt and Carapils malt, with tropical fruit notes from Citra hops and sweet orange blossom notes from Amarillo hops.
GS25 will sell a limited 800 cans per day at the popup store, focusing on a four-can Daisy Ale package. Daisy Ale sold out in preorders held on the WINE25PLUS service within the Our Neighborhood GS application (app) from the 26th to the 28th last month, totaling 2,664 sets (about 16,000 cans).
GS25 plans to carry the preorder popularity into the popup event and unveil Daisy Ale at GS25 and GS The Fresh stores nationwide on the 11th. The price is 4,500 won per can, or 12,000 won for three cans.
Lee Jeong-pyo, head of marketing at GS Retail, said, "Daisy Ale is a product that combines an artist's sensibility with 200 years of brewing know-how," adding, "We will continue to expand high-quality premium beers and differentiated collaborations to lead beer and alcohol trends."