Former Red Bull UK CEO Harry Drnec is launching a detox drink called Sober Up to help reduce the toxic effects of alcohol, boost mental clarity and help prevent hangovers.
Drnec is launching the beverage through an Indiegogo campaign in an effort to connect with people who share the same vision to live a healthier lifestyle while enjoying alcohol. Backers will be able to receive the new product immediately and communicate directly with him.
Sober Up founder Harry Drnec.
The executive, who also worked with brands such as Gallo Wines and Budweiser, said: “I want to hear from all our Indiegogo backers, because what I learn from them will be the key to our success.”
He added: “For the first time in my career, I am working on a new product that was created to help people. The naturally sourced ingredients in Sober Up don’t just treat the symptoms of a hangover, they actually treat the cause of a hangover, which is too much alcohol in your system for too long.”
With the funds raised, Drnec aims to scale up production and start online and retail sales for Sober Up, as well as begin production of a variant with CBD. “We have seen more and more evidence of the health benefits that come from CDB in medical studies,” Drnec said. “In fact, new research has shown CBD to be effective for addictive behaviour. It would be a natural fit with Sober Up.”
Last month, UK-based tech brand HangZing developed a drinkable supplement that is said to fight the effects of hangovers through the use of herbs, electrolytes and vitamins.
The brand aims to cut the annual cost of hangovers to the UK economy, which is estimated at almost £2 billion in absenteeism and lost productivity.
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