Bae Juice

Bae Juice operates in the functional beverage market, offering a product line centered around 100% Korean pear juice. The company was established in Melbourne, Australia, by co-founders Tim O'Sullivan, Sumin Do, and Liam Gostencnik. The business was bootstrapped from the outset, with the founders initially funding operations with their own weekly paychecks and later receiving some backing from friends and family. The initial startup phase cost approximately $100,000. More recently, the company has secured investment rounds, including $500,000 from Honan Capital and a subsequent $1 million round led by gaming billionaire Laurence Escalante's family office, to fuel its expansion into the United States.

The idea for the company originated during a trip O'Sullivan took to South Korea in 2017 to meet his then-girlfriend Sumin Do's family. He observed locals consuming Korean pear juice before nights of drinking, learning it was a traditional method to mitigate hangover symptoms. Intrigued, O'Sullivan tried it and experienced the benefits firsthand. Scientific reports, including one from CSIRO, supported the anecdotal evidence, indicating that enzymes in Korean pears help the body metabolize alcohol more efficiently. This personal experience and research formed the catalyst for the business. Do, a native of South Korea, provided the essential cultural knowledge and family connections to secure a reliable manufacturer in Naju, the pear capital of South Korea. Gostencnik, a childhood friend of O'Sullivan's with a background in real estate and sales, brought operational expertise to the founding team.

The company's flagship product is a 120ml pouch of 100% Korean pear juice, with no additives or other ingredients. It is positioned as a pre-drinking beverage to help prevent hangovers. The business model is primarily B2C, selling directly to consumers through its website and through a wide retail distribution network. Since launching in January 2019, the company has secured placement in over 3,500 stores across Australia, including major retailers like Woolworths, Dan Murphy's, and BWS. Revenue is generated through the sale of these juice products. After five years of operation, the company had sold over 2.5 million units. By early 2025, total revenue surpassed $10 million, with a year-on-year growth rate of 18%. The company has expanded its product line with Bae Juice Energy, a caffeinated juice containing green tea extract and Vitamin C, marking its entry into the broader wellness and energy drink sector.

Keywords: Korean pear juice, hangover prevention, functional beverage, CPG, beverage industry, natural remedy, alcohol metabolism, wellness drink, retail distribution, Australian startup, international expansion, e-commerce, direct-to-consumer, beverage manufacturing, natural energy drink, Tim O'Sullivan, Sumin Do, Liam Gostencnik, beverage innovation, health and wellness