The leader in alcohol-related health.

Our story begins in 2014 when our CEO and founder, Brooks Powell, learned about a natural plant extract called Dihydromyricetin (DHM) while researching for a neuroscience class at a leading Ivy League Institution.

In 2012, DHM had just been discovered to have anti-alcohol properties through an article published in The Journal of Neuroscience. This was the first of many, many studies on DHM's relationship to alcohol—both in animals and humans alike. Researchers found that when given DHM, rats showed significantly reduced signs of hangovers. The DHM affected their GABAa receptors, the same receptors that alcohol binds to in your brain. Brooks saw this study as an opportunity to test DHM's efficacy on humans and worked with experts to conduct a study. Participants in that study felt an average of 50% better the next day after taking our formula, so he assembled a team to create our first product, an after-alcohol aid (now known as Cheers Restore). Cheers has two Ivy league biotech professors who serve as advisors and lead the company's R&D efforts. After we secured a granted patent on our formula, Brooks appeared on Shark Tank, and soon after that, we raised a funding round of $2.1m.

We are proud to be the first company to bring DHM to market at scale in the United States, fending off countless knockoffs & copycats while we pursued R&D efforts through sponsored research agreements. But this is only the beginning! After years of work, research, and a lot of funding, we found a breakthrough in increasing the bioavailability of DHM, enabling us to create a beverage form of our best-selling product, Cheers Restore. Our in-vivo studies revealed up to 19x more bioavailability through our technology. We laid down the groundwork for DHM-based products in 2014, and we’re ready to bring the next advancement in DHM tech to the world in 2021.