Cheers — As Seen on Shark Tank

Our Pitch

Brooks came onto Shark Tank three months after graduating from Princeton, and four years after founding Cheers. He pitched our company (then under a different name) to the Sharks as a patented formula designed to support your liver & help you feel better after drinking responsibly.

We were seeking $400k for 10% of the company.
We did not get an offer.

🦈

So, what happened?
We fell victim to a “Cuban Heist.”

Our pitch was hijacked by Mark Cuban, who regularly interrupted Brooks and guest Shark Bethenny Frankel. This takeover shifted the conversation from Brooks’ company to bickering between judges. It took up so much airtime that as a result, Brooks was unable to talk business and The Sharks couldn’t make an informed decision about investing.

The exchange went a little something like this:

39:16

Frankel: Everyone’s talking. No, Mark you haven’t stopped talking for a good 45 minutes.
‍
Herjavec: *Joining in* No, hang on Mark, you don’t have to push her…
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Cuban: *Talking over Frankel* ‘Cause I got to the root of the issue.
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Frankel: But everybody’s getting a chance here to learn something, and I couldn’t agree with him more. Every time I said, “How much” — “Eh! “The“ “Eh!” Like, no, homey, don’t play that.
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Cuban: Don’t interrupt me and it’s not an issue.
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Frankel: Mark, you can’t not interrupt you because you haven’t stopped talking.

39:44

Cuban: *Interrupts Frankel* Ask. Instead of talking to me, ask.

‍Powell: Bethenny, let’s hear it.

‍Frankel: Hold on, I’d like to ask the don and kiss the ring. May I now speak?

‍Cuban: Feel free.
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‍Frankel: Thank you.

‍Cuban: You’re welcome.

40:16

Powell: We don’t sell on a shelf, we sell online.

‍Frankel: We didn’t know that was your model that you only sell online, so there’s another piece of beautiful information we could’ve all known.

[After Powell left the tank] 42:42
‍
John: Bring him back out here. We’ll yell at him.

📢

America didn’t get to hear our story — and they were vocal about it.

📢📢📢

Like, really vocal.

💻

Even the media weren't too kind to Mark Cuban.

📰 Read the CNBC article

📰 Read the Inc article

🎉

But, they say everything happens for a reason. Despite being shot down in epic fashion, it worked out for the better.

It’s not every day that you get to introduce your company to millions of Americans. We're incredibly thankful for that opportunity, and especially for the support we have received after our episode aired. Shark Tank was a catalyst that sparked major milestones for the Cheers team. Here are just a few things that happened following our appearance.

The response was beyond our expectations. We crammed boxes into every inch of USPS trucks to ensure our new customers received our products on time.

Just six months following our Shark Tank appearance, our team raised a $2.1m Seed Round to rebrand and enhance our products.

Read the announcement

🥂

11 months after our episode aired, we rebranded to "Cheers." This huge shift represented much more than a name change.

Our initial company vision was to make products that spanned multiple categories, ranging from alcohol-related health to general wellness. However, as time went on, we realized that our strengths and passions lied in creating products designed to make responsible alcohol consumption a healthier, happier, and better experience. We needed a new brand to represent this newly formed mission & vision. Above all else, we were committed to building a brand that stands for something, in a pursuit toward a future where everyone can enjoy alcohol throughout a happy and healthy life.

Breaking down our name & mission:

Celebrating alcohol's positives

Evident in our mission & vision is the belief that responsible alcohol consumption can serve a beneficial role in society through its ability to bring people together. In fact, the act of saying "Cheers" is as universal as alcohol itself. Every country has their own expression for celebrating alcohol's magical ability to bring people together, which is formed through its unique drinking culture, norms, and etiquette. We wanted our brand to tap into that rich, as-old-as-humanity-itself, universal expression of goodwill through the ceremonial clink with friends, family, or even strangers. Moments like that are what we want our products to help enable, our brand to make more common, and what we envision for the spirit of our company.

“To health!” (and happiness).

As 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 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 responsible alcohol consumption. 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. Our products work together to prioritize your alcohol-related health and fit into your lifestyle — providing both short-term and long-term health benefits.

The #1 brand in alcohol-related health.

Our brand is obsessively focused on alcohol-related health. By putting all our energy into this category, everything we do is toward the larger vision of helping to create a world where everyone can enjoy alcohol throughout a long & happy life. We pride ourselves on our leading position in the category through thoughtful education, heavily investing in R&D, and creating products that focus on efficacy without compromising convenience. By empowering customers to enjoy alcohol on their own terms while educating on the short & long-term benefits of our products, we are confident that our brand can be a vehicle for building healthier habits.

👀

The future looks so much brighter.

Since our airing on Shark Tank, we released 3 new capsule products, 2 beverages of existing products, and completed a crowdfunding round with1,500+ new investors. We've sold over 20 million doses to over 400,000 responsible drinkers, and we're just getting started. In 2023 and beyond, our vision is to be merchandised everywhere alcohol is sold, and we can't wait to expand our reach with the help of our retail partners. The future of alcohol-related health is bright, and we're thrilled to be at the forefront of it.

Learn more about where we're going