Bae Juice

What Bae Juice does

Bae Juice is a Melbourne-based functional beverage company founded in 2018 that sells Korean pear juice products designed primarily to support alcohol metabolism and hangover prevention. Its core product, Bae Juice Original, is a Korean pear juice supplement sold in 10, 20, and 30 pack bundles; in April 2025 the company launched Bae Juice Energy, marketed as Australia's first juice-based caffeine product, combining Korean pear juice with green tea extract and Vitamin C to address the $1.6 billion Australian energy drink market. The company sells through two channels: a direct-to-consumer Shopify storefront at drinkbaejuice.com.au and a national retail footprint that, as of February 2026, includes distribution deals with Costco and Coles and over 700 additional retail doors across thousands of Australian stores.

The business operates with a small team (1-10 employees) and is reported as Aussie-owned and Korean-made, with raw ingredients sourced from South Korea and visual merchandising sourced from China. Revenue was $2.5 million AUD in FY25 (18% annual growth) with the company forecasting $5 million AUD for FY26, a doubling driven in part by record December 2026 sales of $495,988 across 220,000 units. The company has raised disclosed funding from Honan Capital family office across 2023 and 2024 ($344,423 and $660,725 respectively) and plans geographic expansion into New Zealand and China, while having paused US expansion due to tariff impacts on its supply chain.

Name

Bae Juice

Legal name

Bae Juice

Website

https://drinkbaejuice.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Bae Juice is a Melbourne-based functional beverage company founded in 2018 that sells Korean pear juice products for hangover prevention and, since 2025, a juice-based energy drink, distributed through DTC e-commerce and major Australian retailers including Costco and Coles.

Ownership category

akta.pro rank

Product category

Functional Beverages

NAICS

Beverage Manufacturing (3121), Soft Drink Manufacturing (312111)

SIC

Beverages (2080)

akta.pro primary industry

Juice & Nectar Production (Including Juice Drinks) (AFAFABAC)

akta.pro secondary industries

Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB), Vitamin- & Mineral-Fortified Beverage Production (AFAFAFAC), Juice Concentrates & Fruit Bases (AFAFAGAB)

Keywords

• Functional beverages
• Hangover prevention drinks
• Korean pear juice
• Natural energy drinks
• Juice-based supplements

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel

Revenue model

1. Direct-to-Consumer E-commerce: Bae Juice sells directly to consumers through its e-commerce platform at drinkbaejuice.com.au, offering multi-pack bundles (10-pack, 20-pack, 30-pack) at discounted unit prices versus single units.
2. Retail Distribution: Products sold through national retail chains including Costco and Coles, reaching more than 700 additional retail doors. Stocked in thousands of stores nationally.
3. Energy Drink Product Line: Bae Juice Energy, Australia's first juice-based caffeine product made with Korean pear juice and green tea extract, targeting the $1.6 billion Australian energy drink market to open an entirely new customer base beyond hangover prevention.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Bae Juice sells functional single-serve juice pouches made from 100% Korean pear juice, marketed primarily as a natural hangover prevention and alcohol recovery supplement, plus an energy variant (Bae Juice Energy) combining Korean pear juice with green tea-derived caffeine and Vitamin C. Products are sold in 10, 20, and 30-pack bundles via the company's own e-commerce site and through major Australian retailers including Costco, Coles, and 700+ independent stores.

Product overview

Bae Juice is a functional beverage company offering two main product lines: Bae Juice Original (the core product) and Bae Juice Energy (a line extension). Bae Juice Original is a Korean pear juice supplement designed for hangover prevention and alcohol metabolism support. Bae Juice Energy expands into the energy drink market with a caffeine-infused Korean pear juice product containing green tea extract and Vitamin C. Both products are available in multi-pack bundles (10, 20, and 30 packs) and are distributed through major Australian retailers including Coles and Costco, as well as direct-to-consumer online sales.

Differentiator

Problem solved

Functional benefit

Brands

• Bae Juice Original: The original functional beverage product made with Korean pear juice, designed to support alcohol metabolism and recovery.
• Bae Juice Energy

Products and services

• Bae Juice Original Flagship functional beverage made from Korean pear juice, designed to support natural alcohol metabolism and hangover prevention when consumed before or after alcohol intake. Targeted at health-conscious social drinkers, particularly adults in their 30s. Sold in 10, 20, and 30 pack bundles via DTC e-commerce and Australian retailers (Coles, Costco, 700+ independent stores).
• Bae Juice Energy Australia's first juice-based caffeine product combining Korean pear juice with green tea extract and Vitamin C, providing a natural energy boost as an alternative to traditional energy drinks. Targeted at consumers of the AUD $1.6 billion Australian energy drink market who want juice-based, natural caffeine options. Available in 10, 20, and 30 pack bundles at promotional pricing.

Quantifiable outcome

• One pack sold every 12 seconds during December 2026 peak period
• +4 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• CostcocoreChannel Partner/ Reseller/ Distributor · 15 February 2026National distribution deal with Costco, one of Australia's largest warehouse club retailers. The partnership was secured following record-breaking December 2026 sales and is part of Bae Juice's strategy to expand its retail footprint across major national chains.
• ColescoreChannel Partner/ Reseller/ Distributor · 15 February 2026National distribution deal with Coles, one of Australia's two major supermarket chains. The deal was secured alongside the Costco partnership as part of a broader national distribution expansion following strong holiday season demand.
• South Korean SupplierscoreOthers · 16 April 2025Raw products (Korean pear juice) are sourced from South Korea. This supply chain partnership is critical to the product's functional formulation and Korean heritage positioning. The supply chain was affected by tariff-related considerations that contributed to pausing US expansion.
• Chinese Suppliers (Visual Merchandising)minorOthers · 16 April 2025Visual merchandising materials are sourced from China. Like the South Korean ingredient supply, this sourcing was cited as a factor in the company's decision to pause US market expansion due to tariff impacts.

Scale indicators8 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Alani Nu: Alani Nu is a fast-growing functional energy and nutrition brand built largely through social media and influencer marketing before scaling into national retail. Its trajectory from D2C/community-led brand to mainstream retailer parallels Bae Juice's current go-to-market motion.
• Kin Euphorics: Kin Euphorics is a premium functional beverage brand targeting social, health-conscious adult occasions with botanical ingredients. It overlaps with Bae Juice in functional positioning, premium pricing, and a use case anchored to social drinking occasions.
• Celsius: Celsius is a leading functional energy drink brand that has scaled rapidly through major retail partnerships and influencer-driven marketing. It is the closest comparable for Bae Juice Energy in positioning a 'better-for-you' energy drink into mainstream retail channels.
• Pressed Juicery: Pressed Juicery is a premium cold-pressed juice brand that sells functional juice products through both retail and its own stores. Comparable to Bae Juice Original on premium juice positioning, ingredient-led differentiation, and multi-channel distribution.

Broad incumbents

• Monster Energy: Monster Energy is one of the largest energy drink incumbents globally with deep relationships at the same major retailers (Costco, Coles) that stock Bae Juice. Any expansion of Bae Juice Energy into the broader energy category will compete directly for shelf space against Monster's portfolio.
• Red Bull: Red Bull is the dominant global energy drink incumbent with overwhelming distribution and marketing budgets. It defines the category that Bae Juice Energy is entering and represents the upper bound of scale that any challenger in this space must contend with.

Regional players

• Nexba: Nexba is an Australian naturally sweetened beverage brand with national retail presence across major Australian supermarkets. It is comparable as a home-grown Australian better-for-you beverage brand that has scaled through the same retailer ecosystem (Coles, independents) that Bae Juice is now entering.
• StrangeLove Beverage Co. StrangeLove is an Australian premium mixer and functional beverage brand known for design-led packaging and influencer-driven marketing. It shares Bae Juice's premium D2C-plus-retail playbook and Australian premium beverage positioning.
• Remedy Drinks: Remedy is an Australian functional beverage brand (kombucha and switchel) that has built national retail distribution through a 'better-for-you' positioning. It is the most directly comparable Australian functional beverage brand for benchmarking retail expansion and consumer adoption.

Emerging players

• Recess: Recess is a functional beverage brand built around mood and relaxation benefits with a similar premium, design-led brand voice. It overlaps with Bae Juice in the broader 'functional beverage for modern lifestyle occasions' category and comparable D2C-plus-retail motion.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@drinkbaejuice
• Facebookfacebook.com/drinkbaejuice
• Instagraminstagram.com/drinkbaejuice
• TikToktiktok.com/@drinkbaejuice
• LinkedInlinkedin.com/company/baejuice

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bae Juice