The sales landscape of Bacchus, a fatigue recovery drink more than 60 years old, has flipped. Dong-A Pharmaceutical Co. offers Bacchus at pharmacies and convenience stores. Pharmacy sales had been higher, but recently convenience stores have overtaken them. The surge is attributed to a spike in convenience store sales driven by the popularity of "Eolbaksa," a mix of Bacchus with lemon-lime soda and ice.
Launched in the 1960s, Bacchus gained fame with slogans such as "The real fatigue recovery drink is at the pharmacy" and "We keep what must be kept." Last year's sales were 270 billion won, accounting for more than one-third of Dong-A Pharmaceutical Co.'s total revenue. Pharmacies sell Bacchus containing 2,000 mg of taurine, while convenience stores sell Bacchus with 1,000 mg of taurine. Convenience stores also offer Eolbaksa, Eolbak (frozen-to-eat Bacchus), and Bacchus-flavored jelly.
Dong-A Pharmaceutical Co. is particularly seeing results from Eolbaksa. Eolbaksa was inspired by mixing Bacchus with soft drinks at jjimjilbangs and PC rooms. Dong-A Pharmaceutical Co. rolled it out in collaboration with GS25 in June last year. Expanding distribution to CU and 7-Eleven, it sold a cumulative 35 million cans within one year of launch. The company said it costs 30% less than buying drinks separately and mixing them yourself. The company also introduced Eolbaksa Zero, which has no sugar and 10 kcal, in March this year.
At the same time, a shift is being detected in Bacchus's sales structure. Until now, pharmacies outpaced convenience stores in Bacchus sales. In 2020, Bacchus sales totaled 126.3 billion won at pharmacies and 96.2 billion won at convenience stores and other channels. Pharmacies accounted for 57% of total sales. This trend continued through 2024. Pharmacy sales beat convenience stores by a margin of 10 billion to 30 billion won.
Bacchus sales reversed starting last year, when Eolbaksa launched. Last year, Bacchus sales were 143.8 billion won at convenience stores and 142.6 billion won at pharmacies. In the first quarter of this year, convenience store sales were 35.8 billion won and pharmacies 31.5 billion won, widening the gap. Convenience store sales combine Bacchus F, Eolbaksa, Eolbak, and Bacchus-flavored jelly.
Dong-A Pharmaceutical Co. is focusing on promoting Eolbaksa for the summer peak season. Singers Rise's Eunseok and Wonbin, and SHINee's Minho appeared in a video dancing to a remake of Deux's "We Are." The company said it aims to convey Eolbaksa's energetic vibe.
In addition, a pop-up store (temporary shop) for Eolbaksa has been set up in Haeundae, Busan, along with an experience space for vacationers. In a festival-like atmosphere, visitors can enjoy music at a DJ booth and drink various beverages made with Eolbaksa.
Dong-A Pharmaceutical Co. plans to target people in their 20s and 30s with Eolbaksa, teens with Bacchus-flavored jelly, and Generation X (born in the 1970s) with the original Bacchus. The industry is watching Bacchus, which continually seeks change while preserving the identity of a long-running product.