This Unexpected Korean Drink Becomes a 'National Beverage' Abroad (ft. RIIZE)

More than 60 years ago, in a post-war Korea still bearing the scars of conflict, a small bottle of energy drink was born.

Originally designed to recharge a weary nation, this drink evolved beyond a mere tonic—it became a symbol of hope and resilience for Koreans across generations. That drink is Bacchus.

Today, Dong-A Pharmaceutical is actively promoting Bacchus Jelly, featuring K-pop group RIIZE as brand ambassadors. The company is holding fan sign events, ad campaigns, and various marketing initiatives to expand its reach.

A single sip of Bacchus, packed with taurine and caffeine, has long been a trusted companion for students pulling all-nighters, office workers grinding through overtime, and anyone in need of a boost. Its distinctive pineapple-like flavor has made it a nostalgic taste across generations.

First introduced in 1961 by Dong-A founder Kang Shin-ho, Bacchus has now solidified its position as Korea’s most iconic energy drink, reaching beyond domestic borders to compete in the global market.

From Pill to Power Drink: The Evolution of Bacchus

Originally formulated as a tablet, Bacchus was intended to replenish the health of a war-stricken nation. In 1962, an ampoule version was introduced, but because it resembled an injectable drug, warning labels had to be added.

Finally, on August 8, 1963, Bacchus-D, the drink version, was launched. Dong-A Pharmaceutical officially recognizes this date as Bacchus’s birthday, celebrating its 60th anniversary in 2023.

1991: Rebranded as Bacchus-F

2005: Bacchus-D’s taurine content increased to 2,000 mg

2005: Bacchus Decaf launched (caffeine-free version)

2011: Reclassified as an over-the-counter product, allowing sales in convenience stores

2017: Bacchus Ice Cream released in collaboration with Baskin-Robbins

Today: Available in drink, jelly, and candy formats

The Many Variants of Bacchus

Bacchus isn’t just a single product—it comes in various versions, each designed for different markets:

✔️ Bacchus-D (100ml): Sold in pharmacies, with 2,000 mg of taurine and 30 mg of caffeine

✔️ Bacchus-F (120ml): Convenience store version, with 1,000 mg of taurine and added 100 mg of carnitine

✔️ Bacchus Decaf (100ml & 120ml): Caffeine-free version with a green label

✔️ Bacchus-A (250ml can): Military supply version, containing guarana extract

✔️ Bacchus-X: Export-only version, enhanced with ginseng extract

✔️ Bacchus Jelly: Soft, oval-shaped jelly version with B vitamins (available in regular and sour flavors)

✔️ Bacchus Ice Cream: A limited-edition sorbet containing taurine, launched with Baskin-Robbins.

The Secret Behind the Formula

While the exact manufacturing process remains a trade secret, Bacchus contains taurine, caffeine, and B vitamins, blended with sugar, flavoring, and a small amount of alcohol (~1ml) to enhance solubility and taste.

Initially, preservatives were used, but in 2011, Dong-A removed them following consumer demand. Instead, Bacchus relies on its high acidity for natural preservation.

Bacchus vs. the Competition

Bacchus faces strong competitors in both Korea and the international market:

🔹 Vita500 (Kwangdong Pharm.): Marketed as a vitamin C drink without caffeine, appealing to a wider audience.

🔹 Lipovitan D (Taisho Pharm., Japan): Considered the original formula that inspired Bacchus, featuring 1,000 mg of taurine and 50 mg of caffeine for a stronger stimulating effect.

🔹 Baktan-F (Samsung Pharm.): Similar to Bacchus but involved in a legal dispute over design similarities. Despite this, Samsung won the lawsuit in 2018.

What sets Bacchus apart?

✔️ Higher taurine content (2,000 mg in Bacchus-D, 1,000 mg in Bacchus-F)

✔️ Dual distribution strategy (pharmacies & convenience stores)

✔️ Strong brand recognition built over 60 years

Bacchus’s Billion-Dollar Market Dominance

Bacchus is not just a household name—it’s a billion-dollar brand.

📈 2015: First pharmaceutical product in Korea to surpass ₩2 trillion (approx. $1.37 billion) in annual sales

📈 2019–Present: Exceeding ₩3 trillion ($2.1 billion) annually

Bacchus continues to dominate the Korean market, but it’s also making waves overseas.

Expanding Global Reach: The Cambodia Success Story

🔹 In 2013, Dong-A Pharmaceutical was split into Dong-A Pharm (domestic + Vietnam) & Dong-A ST (other overseas markets).

🔹 In 2023, Bacchus domestic sales reached ₩264.6 billion ($182 million), a 3% increase from 2022.

🔹 Overseas sales rebounded to ₩83.6 billion ($57.5 million), marking a 17.7% growth.

One of Bacchus’s biggest success stories is Cambodia.

✔️ First launched in Cambodia in 2009, selling 260,000 cans in its debut year.

✔️ By 2011, sales skyrocketed to 19.78 million cans.

✔️ By 2016, Bacchus overtook Red Bull as Cambodia’s No.1 energy drink.

✔️ As of 2023, annual sales in Cambodia exceed 100 million cans.

✔️ With a population of 14 million, Cambodians consume an average of 8 cans per person per year—even more than Koreans!

In Cambodia, Bacchus is marketed as a premium Korean energy drink, solidifying its status as a national favorite. Today, Cambodia remains one of the largest contributors to Bacchus’s global sales.

From its humble beginnings in a war-torn Korea to becoming a staple in every pharmacy and convenience store, Bacchus has stood the test of time. Its marketing strategies, diverse product range, and strong brand identity continue to set it apart in the highly competitive energy drink market.

With its global expansion and cultural significance, Bacchus remains Korea’s most beloved fatigue reliever—a true testament to its legacy.