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12 DOSES

Rehydration designed specifically for alcohol induced dehydration

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30 DOSES

Rehydration designed specifically for alcohol induced dehydration

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AFTER-ALCOHOL AID
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PRESS

The leader in alcohol-related health.

Cheers is an alcohol-related health brand, creating products that support your liver, and help you feel great the next day.

Since 2017, we’ve helped 300,000+ customers enjoy alcohol on their own terms, selling over 14 million doses and $25 million in revenue to date.

Cheers in the PressCheers in the Press
News

Recent Media Coverage

Cheers® Hydrate

ORAL REHYDRATION SOLUTION

Powder designed for rapid, effective, and safe rehydration to support overall health & immunity.

ORAL REHYDRATION SOLUTION
Take hydrate after your last drink or before bed. Mix with a scoop of water
Serving: 1 scoop mixed with water
When to take: After your last drink/before bed, or daily for general health.

Cheers® Protect

daily liver supplement

Daily supplement designed to increase glutathione levels & support overall liver health.

Daily liver supplement
Take 2 Protect capsules daily
Serving: 2 capsules
When to take: Daily. An additional dose may be taken before drinking.
press releases

Latest Cheers Announcements

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Cheers® Hydrate

ORAL REHYDRATION SOLUTION

Powder designed for rapid, effective, and safe rehydration to support overall health & immunity.

ORAL REHYDRATION SOLUTION
Take hydrate after your last drink or before bed. Mix with a scoop of water
Serving: 1 scoop mixed with water
When to take: After your last drink/before bed, or daily for general health.

Cheers® Protect

daily liver supplement

Daily supplement designed to increase glutathione levels & support overall liver health.

Daily liver supplement
Take 2 Protect capsules daily
Serving: 2 capsules
When to take: Daily. An additional dose may be taken before drinking.
our story

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

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 in humans. 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 Princeton biotech professors that serve as advisors and lead the R&D efforts of the company. 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 copycats while we pursued R&D efforts through sponsored research agreements with our collaborators at Princeton. 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. This beverage delivers up to 6x more DHM to your bloodstream per dose than our capsules, and at least 10x more than any other product on the market. 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.

Important! please read

Writing about Cheers & Princeton's relationship? Please read these guidelines.

When writing about Cheers and its relationship with Princeton University, please refer to this document as these statements have been pre-approved by Princeton.

our products

Whether you've had one, or one too many, drinkers know that all-too-familiar feeling of waking up the next day less than 100%. People have been drinking alcohol since the beginning of humanity – it’s about time that we had a better way to deal with its negative effects.

Granted Patent US 9,962,365 B2
after-alcohol aid
Cheers Restore. Take 2–4 capsules after consuming alcohol to support your liver and help you feel great the next day.
Oral Rehydration solution
Cheers Hydrate. Mix this rehydration powder with water to combat the effects of alcohol induced dehydration.
daily liver supplement
Cheers Protect. Take this supplement daily to significantly increase glutathione levels and support overall liver health.
Patent Pending Formula
after-alcohol aid + PERMEABILIZER TECHNOLOGY
Cheers Restore Beverage. Up to 19x more bioavailable than our capsules. Drink this after consuming alcohol to support your liver and feel great the next day. 
This beverage utilizes a DHM drug delivery system exclusively licensed from Princeton University.
ADAPT™
Accelerated DHM Absorption Permeabilizer Technology
Protected by U.S. Patent Application Serial No. 62/861,895 (Pending)
DART™
Dissolving Acetaldehyde Reduction Technology
Protected by U.S. Patent Application Serial No. 14/726,230 (Granted)

Cheers® Hydrate

ORAL REHYDRATION SOLUTION

Powder designed for rapid, effective, and safe rehydration to support overall health & immunity.

ORAL REHYDRATION SOLUTION
Take hydrate after your last drink or before bed. Mix with a scoop of water
Serving: 1 scoop mixed with water
When to take: After your last drink/before bed, or daily for general health.

Cheers® Protect

daily liver supplement

Daily supplement designed to increase glutathione levels & support overall liver health.

Daily liver supplement
Take 2 Protect capsules daily
Serving: 2 capsules
When to take: Daily. An additional dose may be taken before drinking.
mission

Bringing people together by promoting fun, responsible, & health-conscious alcohol consumption.

vision

A world where everyone can enjoy alcohol throughout a long, healthy, & happy lifetime.

Evident in our mission & vision is the belief that alcohol can serve a beneficial role in society through its ability to bring people together. However, this role is limited to proper use – and if misused, problems will arise.

Our core goal is to promote the positives of alcohol while also decreasing its negatives, which we do through our products and educational content. Our company is not just about making money – it's about making money through bona fide products and services that will help our customers and society at large. 
bios

Leadership

Brooks Powell, CEO & Founder
Brooks Powell is the CEO and founder of Cheers. Brooks is a graduate of Princeton University, where he first started Cheers. While at Princeton, Brooks presented at TEDxPrincetonU on "Taming Alcohol's Dark Side,” which discussed the intersection of alcohol ethics and his brand of DHM-based products. In less than three years after graduation, Brooks received his first successfully granted patent, appeared on Shark Tank, built Cheers into a business of more than $25 million in revenue, shipped over 13 million doses, generated significant profits, and partnered with Princeton and two Princeton biotech professors through sponsored research agreements (SRAs) to develop a permeabilizer technology for DHM, which in pending patents have shown up to a 19x increase in DHM bioavailability. 
Dalia Steichen, Creative Director
Dalia Steichen is Cheers’ creative director and has over a decade of experience building brands, creating strategies, and optimizing the user experience across multiple mediums. She utilizes her experience as a visual and written storyteller to build and differentiate the Cheers brand, while also successfully achieving business goals. Delivering strategic creative and a cohesive design system, Dalia presents the company story in a way that resonates with customers. She's the brains behind everything design-related, overseeing processes from user experience (UX) design to packaging and everything in between. 
Bob Prudhomme, Advisor & Professor of Chemical and Biological Engineering
Robert Prud’homme is a professor of Chemical and Biological Engineering at Princeton University. Robert is a scientific advisor for Cheers and was an integral part of the invention of Cheers’ patent-pending DHM permeabilizer technology that has shown increased rates of absorption and up to 19x increases in bioavailability. Robert has extensive experience in translating discoveries made in the lab to real world applications. In 2020, he received Princeton’s inaugural Dean for Research Award for Distinguished Innovation for his work in nanoparticle formulations to increase the solubility and permeability of poorly bioavailable drugs. Robert’s collaborators on bioavailability enhancing projects include The Gates Foundation, Merck, Eli Lilly, and Cheers. 

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These statements have not been evaluated by the Food and Drug Administration.
These products are not intended to diagnose, treat, cure or prevent any disease.