Launching a breakthrough product in the beverage industry is probably not the first thing that comes to mind when you think of a barista, a real estate agent, and a hairdresser. However, that is exactly what three young Australians did in 2019. Tim, Liam, and Sumin, the co-founders of Bae Juice, the newest hangover prevention magic in the market, have a wild story that resulted in wilder success.
The story begins with Tim’s trip to South Korea, initially meant to bond with Sumin’s family. It takes an unexpected turn almost immediately. Weeks of revelry, toasts, and inevitable morning-after regrets become the norm until one game-changing evening. Before stepping out, Sumin hands Tim a seemingly innocuous Korean pear juice drink, a traditional remedy her family swears by. To Tim’s surprise, it is the hangover shield he never knew he needed. With a secret from Korean ancestors and some solid Google-fu, Tim was convinced: this stuff worked.
Upon returning to Melbourne, Tim could not wait to loop in their close friend Liam. Having honed his palate as a barista, he had a discerning taste for beverages. So when he raved about the Korean pear juice, Liam knew there had to be something special about it. Liam became the newest member of the “Korean Pear Juice Believers Club”; thus, Bae Juice was born.
Despite the trio’s enthusiasm, their plan did not materialize immediately. The brand’s early years were rocky, with seemingly insurmountable problems that made the journey longer. “As founders, we bootstrapped the business for the first three years, which is not just difficult financially but really is tough mentally to keep pushing,” Sumin discloses. “We were overcharged for logistics, did not have a bank account, never heard of Shopify. It was not a few young people using their experiences; it was really ‘learn on the go’ from day 1. There were times we went from 100 stores to 3500 with a team of three, so it has been a rollercoaster, to say the least.”
However, the team had no plans to give up until they got Bae Juice into the hands of more customers nationwide. “We always felt that our brand was a pure reflection of us,” they explain. They are not just behind-the-scenes operators. They are the heart, soul, and face of Bae Juice, often seen sampling at events (sometimes bending the rules) and starring in their brand content. “We just live and breathe what we are doing, and we always will!”
Their tenacity and hard work paid off substantially. First, it made waves in Australia and landed deals with its biggest retailers. However, this was only the beginning. The real ‘pinch-me’ moment? Securing a distribution deal overseas in New York City. “This is the biggest and one of the greatest cities in the world,” Sumin remarks. “It still has not sunk in for our team.”
What sets Bae Juice apart? First, it is 100% natural. It is the drink you have before the party begins, ensuring the fun does not stop when the sun comes up. And its roots run deep. Koreans have cherished the power of the pear for centuries. No wonder the trio believes they have struck gold.
At the rate this magic potion has been flying off the shelves, the team is optimistic about the future. “We hope to be in 10,000 stores in the next 2-3 years,” they share. The goal is for Bae Juice to become a household name in Australia, California, Texas, and across the US.
