Music festival giant Untitled Group pears up with Bae Juice

Untitled Group, the Melbourne-based company behind beloved music festivals Beyond the Valley, Pitch Music & Arts, Ability Fest and more, has partnered with an Australian-owned Korean pear juice brand that is pitched as a hangover remedy.

The partnership, which comes in the form of a $300,000 investment in Bae Juice, comes as Untitled Group amplifies its diversification within the music events space and gears up for a major 2022.

Founded by Tim O’Sullivan, Bae Juice says it has managed to grow to more than $2 million in annual sales without any external investment. The company has also seen its products stocked in major supermarket chain Woolworths.

Bae Juice claims its anti-hepatotoxic properties help the body in detoxifying and eliminating alcohol efficiently, aiming to lessen the effects of a hangover after a big night of drinking.

The investment is Untitled’s first foray into the consumer goods space after actively diversifying its endeavours outside of the live music space in 2020 - a decision sparked by the impact of COVID-19 on the industry.

It follows other partnerships that the music promotions company has recently signed with Aussie tech startups Mr Yum and Shouta - assisting the two in promoting their products to new audiences.

Because Bae Juice is meant to be consumed the day of consuming alcohol instead of the morning after in order to hopefully prevent a hangover, Untitled plans on stocking the Korean cure at its events, the first of which will be its New Year’s Eve festival Beyond the Valley at the Sidney Myer Music Bowl.

“Being at the forefront of cultural trends is something we pride ourselves on at Untitled, and this isn’t just limited to music and arts,” Untitled Group director Michael Christidis said.

“We interact with hundreds of thousands of youths annually at our events and through digital mediums. Staying highly adaptive & catering for their evolving interests is a key focus for us & that’s how we found Bae Juice.

“It’s been impressive watching the infamous hangover-remedy drink organically blow up and we’re beyond excited to now be on board to help amplify that growth.”

O’Sullivan said the partnership with Untitled Group is one of Bae Juice’s biggest milestones since launching in early 2019.

“By teaming up with one of the largest event based companies in Australia, we are excited to gain the reach of millions of people both at events and through their enormous database,” O’Sullivan said.