Page 12 - Food & Drink Magazine April 2020

✷ RISING STAR
cocdoecdoedceodcehcehccekhcekcchkecakcpatcuparteupcrtaeupcretaucrreaecr2ea4rc2xea472rxe47x274x7
1300 263 464
www.matthews.com.au
“South Korea and Australia have a great relationship and we’re all about supporting trade across both countries. We want to lean on this relationship and make sure we’re all benefiting from it, especially as Bae Juice continues to grow.”
Since launching, more than 20,000 units of Bae Juice have been sold online alone and is stocked in around 50 cafés, grocery stores and bottle shops along the east coast.
The team took to Instagram in their initial days, offering
all potential customers a free six-pack to their home or office once they sent a direct message to the team asking to try the juice. O’Sullivan said he spent the first three months “getting in mum and dad’s car doing drop offs all over Melbourne”.
Bae Juice has now begun its expansion in Western Australia, where the brand continues to grab the attention of distributors,bigandsmall.
“A big tool for us is LinkedIn and we’ve met with a lot of people who are experienced in FMCG to be able to extend our reach in each state,” says Gostencnik. “At the moment, our plan is to push the brand across three pillars – in advertising space, sales and events.”
“Bae Juice is also about the experience and in a way, we want to own the night and be known for that. You have a Bae Juice before and after you start your night out, and we want the product to be as accessible as possible so this habit can be easy for the consumer.”
To target the millennials and
Meet the team: Liam Gostencnik, Tim O’Sullivan and Sumin Do started the business with less than $5000 between them.
20K “There’svalueinitforsure, but as a start-up, every cent is crucial, so we’ve had to do our
independentstores,bottleshops and cafes, but tapping into the convenience store market will be another challenge entirely, says Gostencnik. “They’re big beasts and it’s definitely something we would consider in the long term.”
“Right now, we’re looking to be in five hundred stores by August. We’d love to have a national distribution channel to streamline this process for us, so we’re doing what we can to get our story out there and educate the market about the product. If there’s anyone out there looking to invest in the business and help us grow, we want to talk to them.” ✷
12 | Food&Drink business | April 2020 | www.foodanddrinkbusiness.com.au
UNITS OF BAE JUICE SOLD THROUGH ONLINE CHANNELS SINCE LAUNCHING.
Generation Z consumer, Bae Juice has focused its advertising, campaigning and sharing its message through social media. Not a cent has been spent on traditional advertising, such as print campaigns, but Gostencnik isn’t discrediting its power.
promos without costing an arm and a leg,” he says. “We’ve done all our social media ourselves and had a third-party designer to help with the look and feel of the brand. From October last year, we’ve tried to have our logistics taken care of by a third-party, so it’s freed up time for us to work on the business rather than inside the business.”
THINK BIG
The Bae Juice team may be a small but their ambition is mighty. They have established partnerships mainly with