Cheers might not work for you (here is an explanation) â and that's ok!
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Cheers has led the alcohol-related health category since 2017. Our products are backed by science, protected by patents, and are thoughtfully designed with the responsible drinker in mind. Want to learn more? See what makes us different âŹď¸
Because the FDA doesnât regulate supplements as strictly as drugs, supplements can hide their ingredients behind proprietary blends. This means that individual ingredient amounts do not have to be listed. As a result, many companies take advantage of this loophole â namely our competitors.
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These companies slyly claim that their âblendâ is a secret or unique formula that contributes to their success, and sharing that formula would hurt their competitive edge.
To the consumer, this means that you don't know the exact amount of each ingredient that you're consuming and whether or not you're taking an efficacious dosage of each ingredient. While the labeled ingredients may be similar across different products, the quality, contents, and potency of those extracts are impossible to compare apples-to-apples when they're hidden behind proprietary blends.
As part of our commitment to transparency, we will never hide details that we would want to see as consumers ourselves. We are one of the only brands in the industry that do not hide ingredient behind proprietary blends, giving full insight into each productâs ingredient amounts. Additionally, we spent the extra money to conduct third-party testing on our products so you can see exactly what is in our formulas.
One of the most important concerns in efficacy is related to the amount of DHM itself â the primary ingredient in Restore and in many of our main competitors' products. DHM tastes terrible on its own, and you need a lot of it to be effective due to its poor bioavailability. Purified, third-party tested DHM is also expensive, which is likely a reason why many of our competitors hide the actual amount through proprietary blends.
Additionally, because many of these competitors are formulated as a shot or drink, they prioritize the taste and convenience of the form factor over the efficacy and benefits, effectively "watering down" their formula.
Because we know how effective DHM is, especially in larger amounts, we prioritize including the most DHM per dose in our Restore capsules (1,200 mg to be exact!). Additionally, after years of R&D, we finally unlocked DHMâs bioavailability through a permeabilizer technology that we co-invented with an Ivy League University. This technology is powering our Restore Beverage, making the DHM in this product up to 19x more bioavailable.
As the market leader, it's no surprise that competitors look to our marketing, design, and copy strategies to help inform their decisions as well. After all, we're all competing in a newly developed category that requires lots of education, myth-busting, and misconception breaking. However, starting in 2019, as we completed our rebrand, we noticed a trend in competitors shamelessly copying many of our educational materials â sometimes down to the word. It quickly becomes apparent that their knowledge of the science and commitment to the educational component is surface level.
When they do try to provide education on the science behind DHM, they use our content to appear knowledgeable. Normally, they butcher the science anyway, and as a result, their brand can't sustain credibility, leaving us (and a few others) with the challenge of building trust for the category as a whole.
We take our position as the leader in alcohol-related health seriously. Since starting Cheers, we have stood firm in our belief that alcohol is a good thing (when used responsibly) and that our brand can be a vehicle for empowering customers to enjoy alcohol on their own terms. A big part of this is educating customers on both the short & long-term benefits of our products, creating conversations across cultural stigmas & misconceptions, and helping our customers build healthier habits.Â
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They say a rising tide lifts all boats â which is true in this product category. The problem is, we've been doing all the heavy lifting in education. We've carefully constructed scientific charts, dissected complex topics to make them easily understandable, and built a customer base who genuinely appreciates learning about how our products help them. We're proud of what we've built, but it's disheartening to see many other brands taking our content and rebranding it as their own â and doing it poorly.Â
The FDA is pretty stringent on claims that supplements can make. Without going into the nuances of their guidelines, essentially any implied or explicit claim to âdiagnose, mitigate, treat, cure, or prevent a diseaseâ is a major violation â and that comes with major consequences.
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Many of our competitors either do not understand those guidelines or choose to blatantly ignore them. Some actively promote binge drinking, claim that they can âcure your hangoverâ, or claim that ingredients in their products can reverse liver damage. They respond to social media questions with reckless responses like âYes, you will definitely feel it after 15 minutes to help sober you up!â, and publish ads that say âYou can drink as much as you want, and wake up hangover-free every time!âÂ
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Irresponsible claims like these in the handling of the science of alcohol consumption and the benefits of their products drive the skepticism and disbelief behind this category.Â
For years, weâve prioritized FDA compliance in our messaging, marketing, and labeling of products. The consequences of an FDA violation pose a significant business risk that weâre not willing to gamble on. That means that we have to work smarter and harder to describe our products in a way that is FDA-compliant. We even have internal documentation breaking down those FDA guidelines, what we can say, and what not to say.
We create products that actually work â and we have the science & consumer trust to prove it. Our formulas are heavily researched and highly effective as we prioritize function-first products in a form-first industry. We believe that properly communicating the science behind our products in an accessible way will empower our customers to enjoy alcohol on their own terms and help lift the perception of the entire category.
âWe believe transparency ultimately builds customer trust, so we go the extra mile to earn our place as the leader in alcohol-related health. We will never hide our ingredients behind proprietary blends, and we invested in third-party testing for our products to verify ingredient amounts. Weâre proud to be arguably the first company to bring DHM to market at scale in the US. And after years of work, research, a lot of funding, and sponsored research agreements (SRAs) with Princeton, we have finally figured out how to increase the bioavailability of DHM, which enabled us to create a beverage form of Cheers Restore. We believe no other company in this space matches these standards.
Before Cheers, there hasn't been a clear, approachable mass understanding of the science behind alcohol and hangovers, how alcohol impacts your liver, and how you can improve your habits to stay healthy, both in the short & long term.Â
We're working to fill this educational gap by teaching our customers the science behind our products, the importance of liver health, and the primary causes of why you don't feel great after only a few drinks. Through thoughtful explainers, long-form content, and projects like our Liver Habits Scoreâ˘, we're working to create an alcohol-related health movement that empowers drinkers to be more mindful about their consumption habits.
âAs consumers grow more health-conscious, drinking alcohol becomes more at odds with a healthier lifestyle and the need for mindful solutions is in greater demand. Additionally, there's still a significant stigma surrounding alcohol, with many taking the extreme stances of either not drinking at all or engaging in binge drinking, with little room for middle ground.
We're fighting this stigma by promoting fun, responsible, & health-conscious alcohol consumption. We believe that, when enjoyed responsibly, alcohol is a good thing, and Cheers helps people compromise less (you can go out for happy hour but wake up ready to take on life's responsibilities the following day). Our products work together to prioritize your alcohol-related health and fit into your lifestyle â providing both short-term and long-term health benefits.Â
