10 Jun Australia’s Red Kangaroo Beverages to enter the Korean market in partnership with Binggrae
Australia’s Red Kangaroo Beverages has announced a new partnership with Binggrae, a Korean beverage manufacturer, to manufacture the company’s vitality drink called Kanguru. Under this new partnership, Binggrae will manufacture three hundred thousand 250mL cans of Kanguru in Korea, which will then be distributed to three key convenience store chains – 7Eleven, GS25 and EMart24.
Kanguru is a multi-functional sugar-free drink infused with five natural botanicals – Korean red ginseng, yerba mate, guarana, schisandra and green tea. It also contains B vitamins and caffeine derived from guarana and green tea. Dr David Kitchen, an ophthalmologist and creator of Kanguru, researched the idea because of his tendency to rely on energy drinks.
This partnership highlights two important points:
1. While partnerships can be facilitated through institutions, people-to-people relationships can be as effective in continuing Australia-Korea bilateral relations.
2. Innovation in the food and agriculture sector presents another avenue for potential partnership other than traditional exports, such as beef and dairy.
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