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Donga ST Strengthens Global Marketing for Bacchus
Korean Energy Drink
Donga ST Strengthens Global Marketing for Bacchus
  • By matthew
  • January 26, 2015, 02:33
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The starting line of the First Bacchus Marathon Race in Guatemala.
The starting line of the First Bacchus Marathon Race in Guatemala.


A can of Bacchus energy drink.Donga ST is strengthening its global marketing in order to expand the overseas sales of Bacchus.

Its overseas sales this year have increased by 13 percent compared to last year. Last year, the sales of Bacchus were estimated at nearly 37 billion won (US$34.19 million), a 21 percent increase from 3.05 billion won (US$28.18 million) the previous year, thanks to growth in the existing markets of Cambodia, the U.S., the Philippines, and Mongolia, and new launches in Guatemala and Ghana.

Sales in Cambodia were particularly noteworthy, showing strong growth since the beverage was introduced in 2009. Through the local partner company’s efforts, TV commercials, outdoor advertisements, and various events, its sales have been drastically increasing every year, from 5.2 billion won (US$4.8 million) in 2011 to 17.2 billion won (US$15.89 million) in 2012, and 27.7 billion won (US$25.59 million) in 2013.

Donga ST is planning to strengthen its local marketing in each country this year.

The company recently held the First Bacchus Marathon Race in Guatemala, a new Latin American market it entered in May last year.

In Vietnam, it will begin TV commercials and sponsor the World Tennis Championship to be held in June, as well as other sports events. In the Philippines, it is also planning to sponsor various sports events including a Muay Thai tournament and a car racing contest, starting with a marathon race in March.

Donga ST is eyeing new markets of Eastern Europe, including Russia and Uzbekistan, and Asian countries, including Malaysia, Indonesia and Singapore, this year.

Lee Jong-bin, executive director of overseas business at Dong-A ST, said, “We will expand our global market and strengthen differentiated marketing to become a global leader in the industry of energy drinks, worth 7 trillion won [US$6.47 billion].”