Bae Juice 101: The Minds Behind the Global Craze
Tim O’Sullivan has always been a rule-breaker with a knack for taking bold chances. The co-founder of Bae Juice didn’t follow a typical career path. His story is a cocktail of missteps, gutsy decisions, and ingenuity that spiraled into something extraordinary. From being expelled as a teenager to creating a wildly successful beverage tackling one of life’s most universal struggles—hangovers—Tim’s rise is a gritty, inspiring tale of resilience and vision. But this isn’t a solo story. Alongside his fellow co-founders, Liam Gostencnik and Sumin Do, he’s turned a wild idea into a brand that’s taking over the wellness market.
Finding Direction Through Exploration
Tim wasn’t the kind of guy who excelled in classrooms or stuck to traditional plans. After being expelled for shoplifting on a school trip, he opted out of university and bounced between jobs like roofing, bartending, landscaping, and flipping burgers. It all seemed random at the time, but these experiences shaped Tim into someone scrappy and unafraid to try new things. Eventually, his family bought a small café in Essendon, Melbourne, where Tim learned the ropes of business by managing inventory, customer service, and wages. It was through the café that Tim found his entrepreneurial spark.
Meanwhile, Liam was taking his own unorthodox path. A similar misfit to Tim, Liam hated school and dropped out of university after three days. He tried his hand at door-to-door sales, which eventually led to a rekindled friendship with Tim. The two had a shared interest in trying “get-rich-quick” ideas, from a sandwich deli to apps, but nothing quite stuck. However, everything began to align when Sumin Do entered the picture.
Sumin, originally from South Korea, had grown up with Korean pear juice as a daily staple. She shared this uniquely Korean tradition with Tim during a trip to meet her family, which turned out to be a watershed moment for the trio.
The Spark That Ignited Bae Juice
During that trip to Korea, Tim noticed a peculiar local habit. After long nights of drinking, people would stop at convenience stores for cans of Korean pear juice, claiming it helped fight hangovers. Intrigued, Tim tried it himself. To his surprise, he woke up hangover-free. Learning that enzymes in Korean pears help the body metabolize alcohol more efficiently, Tim knew he had found something special.
Back in Australia, he shared the discovery with Liam, and the three began working on turning the idea into a business. They pooled their modest incomes from their day jobs—Tim working at the café, Liam in real estate, and Sumin as a hairdresser. With no big investors backing them, they slowly chipped away at setting up the brand—one small expense at a time.
They decided on the name “Bae Juice,” inspired by the Korean pronunciation of the word “pear” (bae), and leaned on Sumin’s family connections to secure a supplier. The manufacturing partnership wasn’t just transactional; it was rooted in trust and pride. Sumin’s family arranged for the juice to be shipped directly from Korea, which cemented Bae Juice’s authenticity.
From Idea to Reality
Launching Bae Juice in January 2019 wasn’t without its challenges. The trio faced limited resources and had to get creative. They personally packed orders from a rented storage unit in Melbourne, borrowing Liam’s mom’s car to distribute samples. Their website was clunky, and their marketing material was basic, but they all knew their product was a game-changer.
Sumin’s keen eye for detail helped ensure the authenticity of the product, while Tim’s knack for branding and Liam’s drive to push boundaries created a perfect synergy. A grassroots approach became their strategy. With no budget for traditional advertising, they visited festivals and events and handed out samples. Slowly but surely, word about their “hangover hack” spread across Australia.
Challenges and Hustle
Building a business from scratch meant an endless cycle of problem-solving. Scaling up presented new hurdles, from forecasting inventory to securing deals with major retailers like Woolworths and Dan Murphy’s. One notable obstacle came when Woolworths placed a massive order that left the team scrambling to cover costs. Thanks to their manufacturer’s willingness to operate on consignment, the trio pulled off the deal and haven’t looked back since.
They describe running a business as akin to playing Whac-A-Mole with problems. Fix one issue, and another pops up. Early on, they dealt with consumer confusion. People were drinking Bae Juice after getting drunk instead of before, not realising it was formulated to prevent hangovers in the first place. Rather than getting frustrated, they leaned into educating their audience, one social post at a time.
Their approach? Take a deep breath, break each problem down, and attack each piece until it’s solved. It’s this energy that kept Bae Juice moving forward, no matter the hurdles.
“Being a founder means solving problems, not announcing them. Fix it, move on, and focus on building something better.”
Bold Branding and Building Buzz
What really propelled Bae Juice wasn’t just the product itself but how Tim and his team presented it to the world. Early feedback from their marketing agency pushed them to ditch their original earth-toned, nature-inspired vibe. Instead, they went for something loud, playful, and just outright fun. Think bold colors, cheeky taglines, and packaging that jumps off the shelf.
The brand’s personality clicked with their target audience—young, social, and always up for an adventure. Social media became their playground. From viral TikToks to guerrilla marketing at festivals, they built a loyal fanbase who loved not just the juice but everything Bae Juice stood for. This strategy paid off big time. Within months of launching at Woolworths, sales shot up 15% in a single quarter.
Lessons Learned and Looking Ahead
Though their paths to success were unconventional, Tim, Liam, and Sumin embody perseverance and creativity. Tim has embodied what he likes to call a “bias for action.” Translation? Don’t overthink; just do. This mindset allowed them to adapt quickly, test new ideas, and scale fast. Liam’s operational savvy ensured they stayed ahead of the game. Sumin’s deep understanding of the product’s roots brought authenticity, giving Bae Juice an edge in a saturated market. But it hasn’t been all smooth sailing. Liam openly admits to early mistakes, such as vague shareholder agreements and sloppy bookkeeping. They learned the hard way and eventually leaned on experienced advisors to patch those cracks.
Partnerships with other major retailers like Dan Murphy’s came later and were strategic moves. The founders realised the importance of showing these buyers how Bae Juice wasn’t just a good product but a tool to draw in customers. This customer-first approach earned credibility and opened new doors.
Looking ahead, the trio has ambitious plans. They envision Bae Juice not merely as a hangover remedy but as an everyday wellness essential. They aspire to expand the product range to seamlessly fit into all aspects of consumers’ daily routines, combining innovation with practical health solutions. Whether it’s venturing into new industries or collaborating with Korea, one thing is certain—they are always planning for the future.
A Collective Vision
Bae Juice’s story is a blueprint for anyone chasing a dream. Here’s what we can all learn:
- Resilience is Everything: Every setback Tim, Liam, and Sumin faced became fuel for their fire. Challenges weren’t roadblocks; they were stepping stones.
- Stay Open-Minded: Bae Juice began because Tim noticed something seemingly small while traveling and was curious enough to dig deeper.
- Act First, Perfect Later: Quick decisions and iterative progress kept the brand moving forward, even when conditions weren’t perfect.
- People Matter: From farmers to buyers, the trio poured energy into building genuine, trusting relationships.
The story of Bae Juice isn’t just about a single person’s persistence or a lucky break; it’s about three people with diverse talents coming together to solve a universal problem. Tim O’Sullivan, Liam Gostencnik, and Sumin Do’s rise with Bae Juice is proof that success isn’t born in pristine conditions. It’s messy, full of wrong turns, and takes a relentless spirit to push through. From flipping burgers to flipping the script on wellness beverages, they have created something amazing, turning a simple idea into a global movement.You can keep up with the trio’s latest ventures on Tim, Liam, or Bae Juice’s LinkedIn profiles. For a slice of their bold, fun brand personality, check out Bae Juice on Instagram, or explore their innovative product lineup through Bae Juice website. Bae Juice is proof that no good idea can flourish without teamwork, trust, and a bias for action. And for these three, it feels like they’re only just getting started.
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