"Ice Cup + Bacchus + Soda": The Popular Convenience Store Combo
Now Launched as a Ready-to-Drink Can for Convenience and Value
Convenience store chain GS25 announced on June 24 that it has partnered with Dong-A Pharmaceutical to officially launch 'Eolbaksa' (a combination of an ice cup, Bacchus, and soda) as an exclusive product on June 25.
A model is posing while holding 'Eolbaksa,' a differentiated product launched by GS25 in collaboration with Dong-A Pharmaceutical. Provided by GS25.
Eolbaksa is a beverage where Bacchus and soda are mixed into an ice cup according to personal preference and then thoroughly stirred before drinking. It is regaining popularity as a "convenience store honey combination" that helps with fatigue recovery and hangover relief, especially among the MZ generation (Millennials and Generation Z).
Eolbaksa is a product jointly developed by GS25 and Dong-A Pharmaceutical, the manufacturer of Bacchus. GS25 proposed the collaboration to Dong-A Pharmaceutical based on analysis showing that, among customers who purchase Bacchus, ice cups are the most frequently purchased additional item, followed by soda. This data-driven approach led to the partnership between the two companies.
This collaboration marks the first time Dong-A Pharmaceutical has leveraged Bacchus, a nationally popular beverage, to develop a differentiated convenience store product. The two companies invested more than twice the usual effort compared to standard products to find the optimal mixing ratio and to perfect the product’s form and design. The result is a harmonious blend of Bacchus’s unique flavor and the refreshing taste of soda.
For customer convenience, the final product is available in a can. Customers can enjoy it chilled straight from the can or pour it over ice, depending on their preference. Each can contains 355ml and is priced at 2,300 KRW. When compared to the cost of making the drink from individual ingredients, the ready-made version can be up to 32% cheaper.
To celebrate the launch of Eolbaksa, GS25 will hold a 1+1 promotion for two months during July and August, when the summer heat is at its peak. Yoo Jaehyung, MD of the Beverage Team at GS Retail, said, "Taking into account differentiation, seasonality, and buzzworthiness, we partnered with Dong-A Pharmaceutical to develop and introduce Eolbaksa as an official product. We expect Eolbaksa to become a key item that will further boost convenience store beverage sales during the peak season."
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