• The Bae Juice team has focused on targeting millennials and Gen Z through social media.
    The Bae Juice team has focused on targeting millennials and Gen Z through social media.

Korean pear juice brand Bae Juice will now be stocked in 900+ Woolworths stores Australia-wide, as the Melbourne-based team signs on its biggest retail deal to date. 

Founded in 2019 by Tim O’Sullivan, Sumin Do and Liam Gostencnik, Bae Juice made its way into 1000 stores within 18 months of launching, including local cafes, IGA stores and most recently, Dan Murphy’s.

The new deal with Woolworths will see its 100 per cent Korean pear juice, which aims to prevent hangover symptoms, in stores from October.

“We have worked 7 days a week for the last two years, sacrificed every dollar we have made into this business and this is what we worked so hard for, we couldn’t be happier,” said co-founder Tim O’Sullivan.

“I remember so clearly telling our manufacturer, as a 23-year-old we were going to get this amazing product in 1000 stores and be a big brand in Australia and it's insanely rewarding to have partly completed that.”

Gostencnik said it was always the goal to make the product as accessible as possible for the consumer, and the partnership with Woolworths was an “enormous step” in the right direction to achieve this.

“The deal with Woolworths is proof that Bae Juice is making inroads in the Australian market, it is an indication that our strategy of building a portfolio of independents has been successful, it has been anchored by a surging consumer demand for our product,” he said.

Earlier in the year, Bae Juice was featured as the Food & Drink Business Rising Star in April, with the team sharing how it transformed a local custom into a business opportunity.

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