Melbourne-born functional lifestyle beverage brand, Bae Juice, has continued to reach for the stars since starting out in 2019, with the company recording one of its biggest seasons yet – selling one pack of its anti-hangover Korean pear juice every 12 seconds in December 2026.
Bae Juice co-founder, Sumin Do, said the company has tapped into a new cultural territory – somewhere between wellness and the real-world need for functional drinking habits that help you feel human the next day.
“Bae Juice, meaning simply “pear juice” in Korean, is exactly that – just 100 per cent pure, organic Korean pear juice,” said Do.
“But it’s now so much more than that. It isn’t selling optimisation or detox, but a tomorrow of not hurting. So, in other words… Bae before you play.”
When Food & Drink Business spoke to the co-founders in May 2025, the company had just launched its first new formula – Bae Juice Energy – Australia’s first all-natural caffeinated juice. The popular new product and the excitement of the holiday season pushed the company over the top, with December alone delivering $495,988 in sales and 220,000 units sold, resulting in stock outages across the country.
Source: Bae Juice
The surge in popularity comes as the brand secures new national deals with Costco, Coles and more than 700 new retail doors, with further expansion into New Zealand and China.
Bae Juice co-founder and director, Tim O’Sullivan, said this December was the biggest yet for the company.
“Weddings, work drinks, festivals, end-of-year blowouts – it all lands at once, and Bae Juice has become part of that rhythm,” said O’Sullivan.
“It’s the thing people buy before or at the same time they buy their drinks. Now it's right there on the counter at any independent, family-run bottle shop or supermarket, as well as on the shelves at Woolies, and now Coles and Costco.”
The Bae Juice team is forecasting $5 million in revenue this financial year, up from $2.5 million last year – another milestone in its growth curve.
Bae Juice co-founder Liam Gostencnik, said the influx of customers is likely to continue.
“With most big events happening in the late-summer window, and social behaviour continuing to rebound post-COVID, this summer has already reset the category and will continue to do so throughout the year – and we’re really looking forward to building an even larger following and expanding further well past 2026,” said Gostencnik.
