New functional drink ‘dissolves’ compound that causes hangovers
Aftamath has developed a new drink that has been scientifically shown to help ease the effects of excess alcohol.
The hangover drink utilises the key ingredient globefish protein extract, which reduces acetaldehyde and promotes aldehyde dehydrogenase, which dissolves acetaldehyde and helps to cure hangovers. The extract also reduces the concentration of alcohol in the blood and activates the bodily systems that dissolve alcohol, Aftamath said.
Another key ingredient, turmeric extract, improves the function of alcohol absorbed in the liver, it added.
The brand is built on a similar concept to Overhang, which FoodBev introduced back in September, and was inspired by entrepreneur Jay Carty who was looking to fill a gap in his own life for a product that would help him to recover from the excesses of an active social life.
Aftamath will give away free samples through social media in the upcoming weeks to allow the public to taste and test the hangover cure.
Carty said: “The one thing about this business idea that I can truly say is that it works, it does exactly what it says on the tin. And we want to prove that to people, so we have a marketing strategy being rolled out which will see thousands of cans being given out across the country for free to show people the real power behind Aftamath.
“I want people to see for themselves the results, and experience the power of this drink. I want people to wake up feeling much better than ever before the next day instead of being sick due to the various toxins, colourants and additives in alcoholic beverages these days.
“We are a young, small, dynamic team of creative people who came together with a passion for creating, producing and distributing a unique, functional health drink that could be integrated with people’s social lives, as well as drank on a day-to-day basis.
“We’re really excited about working with the trade on this product and we hope to forge some unique relationships with popular spirit brands for example to create fantastic cocktails or mixology recipes.”
With the fruity taste of juice and a hint of sourness, the refreshing drink is also set to wipe away the taste of lingering alcohol in the mouth, Aftamath said. It doesn’t contain any caffeine, so won’t interrupt a good night’s sleep either.