Dong-A Pharmaceutical's Eolbaksa, introduced in June last year to reflect the modisumer trend, has surpassed 35 million cans in cumulative sales one year after its launch.
Developed from a DIY drink made by mixing Bacchus and soda in an ice cup to taste, Eolbaksa contains 1,500 mg of taurine and three types of vitamin B, making it a product designed to boost energy and improve concentration.
Ahead of the final exam season in the first semester last year, Eolbaksa was launched in GS25 stores and surpassed 1 million cans in cumulative sales within a month. It topped 2.5 million cans in two months and ranked first in GS25's beverage category sales.
Analysts say the product's success came from combining convenience and price competitiveness. Released as a ready-made product, Eolbaksa can be enjoyed at up to 32% less than the cost of making it from the original recipe. It also won strong consumer response for being easy to buy and drink. In addition, the brand strengthened its position as a mainstream energy drink through active marketing efforts and close communication with consumers in their 20s and 30s.
More recently, the company expanded the lineup with the launch of Eolbaksa Zero, which reflects the sugar-free trend. With just 10 kcal per can and no added sugar, Eolbaksa Zero has surpassed 6 million cans in cumulative sales since its launch in March this year.
A Dong-A Pharmaceutical official said, "Eolbaksa was able to record sales of 35 million cans in just one year thanks to consumer support." The official added, "We will continue working to establish taurine-containing Eolbaksa products as a brand that provides energy to consumers tired from daily life and offers a drinking culture suited to various lifestyles."
Meanwhile, Bacchus, which marks its 63rd year since launch this year, had accumulated sales of 24.2 billion bottles through last year and is now nearing the 25 billion mark.
Kim So-hyung, Sportschosun
