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Houston-based startup expands hangover product line with new beverage launch

cheers to health

Houston-based startup Cheers first got a wave of brand devotees after it was passed over by investors on Shark Tank in 2018. In the years since, Cheers secured an impressive investment, launched new products, and became a staple hangover cure for customers. When the COVID-19 pandemic disrupted businesses, the company rose to the occasion and experienced its first profitable year as drinking and wellness habits changed across America.

Cheers initially started its company under the name Thrive+ with a hangover-friendly pill that promised to minimize the not-so-fun side effects that come after a night out. The capsules support the liver by replacing lost vitamins, reduce GABAa rebound and lower the alcohol-induced acetaldehyde toxicity levels in the body. The company's legacy product complemented social calendars and nights on the town, providing next day relief.

With COVID-19 lockdowns and social distancing measures, the days of pub crawls and social events were numbered. Cheers founder Brooks Powell saw the massive behavior change in people consuming alcohol, and leaned into his vision of becoming more than just a hangover cure but an "alcohol-related health company," he says.

When the pandemic first hit, Powell and his team noticed an immediate dip in sales — a relatable story for businesses in the grips of COVID-19.

"There is a three day period where we went from having the best month in company history to the worst month in company history, over a 72 hour stretch," he remarks.

He soon called an emergency board meeting and rattled off worst-case "doomsday" scenarios, he says.

"Thankfully, we never had to do any of these strategies because, ultimately, the team was able to rally around the new positioning for the brand which was far more focused on alcohol-related health," he says.

"We found that a lot less people were getting hangovers during 2020, because generally when you binge drink, you tend to binge drink with other people," he explains.

He noticed that health became an important focus for people, some who began to drink less due to the lack of social gatherings. On the contrary, some consumers began to drink more to fill the idle time.

According to a JAMA Network report, there was a 54 percent increase in national sales of alcohol for the week stay-at-home orders began last March, as compared to the year prior.

"All of a sudden, you have all of these people who probably aren't binge drinking but they're just frequently consuming alcohol. Their drinks per week are shooting up, and they're worried about liver health," explains Powell.

Outside of day-after support, Cheers leaned into its long-term health products to help drinkers consume alcohol in a healthier way. Cheers Restore, a dissolvable powder consumers can mix into their water, rehydrates the body by optimizing sodium and glucose molecules.

For continued support, Cheers Protect is a daily supplement designed to increase glutathione — an antioxidant that plays a key role in liver detoxification — and support overall liver health. Cheers Protect, which was launched in 2019, became a focus for the company as they pivoted its brand strategy and marketing to accommodate consumer behavior.

"The Cheers brand is just trying to reflect the mission statement, which is bringing people together through promoting fun, responsible and health-conscious alcohol consumption," says Powell. "It fits with our vision statement, which is a world where everyone can enjoy alcohol throughout a long, healthy and happy lifetime,."

At the close of 2020, Cheers had generated $10.4 million in revenue and over $1.7m in profit — its first profitable year since launch.

During the brand's mission to stay afloat during the pandemic, the Cheers team was also laying the groundwork for its entry into the retail space. When Powell launched the company during his junior year at Princeton University, bringing Cheers to brick-and-mortar stores had always been a goal. He envisioned liquor and grocery stores where Cheers was sold next to alcohol as a complementary item. "It's like getting sunscreen before going to the beach, they kind of go hand in hand," he says.

"When we spoke with retailers, specifically bars and liquor stores, what we learned is that a lot of these places were hesitant to put pills near alcohol," he says. Wanting an attractive and accessible mode of alcohol-support, the Cheers team created the Cheers Restore beverage.

Utilizing the technology Cheers developed with Princeton University researchers, the Cheers Restore beverage incorporates the benefits of the pill in a liquid, sugar-free form. The company states that its in-vivo study found that the drink is up to 19 times more bioavailable than pure dihydromyricetin (DHM), a Japanese raisin tree extract found in Cheers products and other hangover-related cures.

"What we figured out is that if you combine DHM — our main ingredient — with something called capric acid, which is an extract from coconut oil, the bioavailability shoots way up," says Powell. He notes the unique taste profile and the "creaminess" capric acid provides. "Now you have this lightly carbonated, zero-sugar, lemon sherbert, essentially liver support, hangover beverage that tastes great in 12 ounces and can mix with alcohol," he explains.

The Cheers Restore beverage is already hitting the Houston-area, where its found a home on menus at Present Company. The company has also run promotions with Houston hangouts like Memorial Trail Ice House, Drift, and The Powder Keg.

Currently, the beverage is only available in retail capacity and cannot be ordered on the Cheers website. As Powell focuses on expanding Cheers Restore beverage presence in the region, he welcomes the idea of expanding nationally in the future to come. While eager customers await the drink's national availability, they can actively invest in Cheers through the company's recently-launched online public offering.

Though repivoting a company and launching a new product is exciting, the process did not come without its caveats and stressors. While Cheers profited as a business in 2020, the staff and its founder weren't immune to the struggles of COVID-19.

"I think 2020 was the first year that it really became real for me that Cheers is far more than just some sort of alcohol-related health brand and its products," says Powell. "Cheers is really its employees and everything that goes into being a successful, durable company that people essentially bet their careers on and their family's well-being on and so forth," he continues.

"It really does weigh on you in a different way that it's never weighed on you before," says Powell, describing the stress of the pandemic. The experience was "enlightening," he says, and he wants others to know it's not embarrassing to need help.

"There is no lack of great leaders out there that at long periods of their life they needed help in some way," he says. "For me that was 2020 and being in the grinder and feeling the stress of the unknown and all of that, but it could happen to anyone," he continues.

Get a glimpse at the schedule and speakers for global healthtech event

Itinerary Time

HealthTech Beyond Borders is coming up August 10-13, 2021, where American healthtech companies can find their perfect match with Chilean collaborators. But what exactly can you expect from the free, virtual event?

Besides answering the question "why Chile?," the seminars will touch on everything from software solutions and medical facility management to healthcare products and services, and even venture capital opportunities.

A curated group of successful Chilean and U.S. healthtech companies are participating, including those that specialize in artificial intelligence, 3-D printing, medical robotics, gene therapies, nanomedicine, neurotechnology, eye care tech, telehealth, imaging diagnostics, wellness and fitness, mental health, and more.

The first day includes such panelists as Matias Gutierrez, CEO of Genosur LLC, and Alberto Rodríguez Navarro from Levita Magnetics.

A discussion on the current healthcare innovation ecosystem in Chile and the region's strengths, as well as developments for key sub-sectors are also on tap.

Day two kicks off with everything you'd want to know about venture capital, and why the U.S. has been the largest for Chilean startups.

Find answers to questions like what do early stage companies need to consider and what steps do they need to take to best prepare themselves to receive funding, as well as what are the important tools for companies to reach VC on each territory?

Day three examines the question "Why the U.S.?" What have Houston, Chicago, and Philadelphia done to become key healthcare hubs in the world, and what role do international partners play in these efforts? Representatives from each city are participating.

Likewise, why do international healthcare companies prioritize your respective markets, and how do these cities support expansion? Learn how the global U.S. private healthcare sector can reach Latin America, and how ProChile — the event's sponsor — can help make these connections.

Registration is now open, so get your free tickets here.

Houston cancer-fighting institution names 10 innovative fellows

curing cancer

A Houston institution has identified 10 researchers moving the needle on curing cancer.

The University of Texas MD Anderson Cancer Center named 10 "early career" faculty members to its 2021 class of Andrew Sabin Family Fellows. The fellowship was established by philanthropist Andrew Sabin through a $30 million endowment in 2015 and "encourages creativity, innovation and impactful cancer research at MD Anderson in the areas of basic science, clinical, physician-scientist and population and quantitative science," according to a news release.

Sabin has served as a member of the MD Anderson Cancer Center Board of Visitors since 2005.

"Researchers at MD Anderson are unmatched in their ability to develop bold tactics aimed at tackling cancer," he says in the release. "My hope is that through our support, we can inspire and assist these brilliant minds in their dedicated work to end cancer."

The program will dole out $100,000 to each fellow over two years. Since its inception, the program has selected and supported 52 fellows specializing in cancer research from basic science to translational research to survivorship.

"Our early career researchers are a pivotal part of the innovative discoveries that fuel our mission to end cancer," says President Peter WT Pisters, in the release. "We are extremely grateful for the generosity of the Andrew Sabin Family Foundation in allowing our institution to recruit and retain the highest caliber of young researchers through this fellowship program. Together, we will continue Making Cancer History."

The 2021 class of Sabin Family Fellows includes:

Basic/Translational Scientists

Clinical Researchers

Physician-Scientists

Population/Quantitative Scientists