What Cheers does

Cheers (Cheers Health, Inc.) is a Houston-based nutraceutical company founded in 2017 by Princeton alumnus Brooks Powell. The company develops and sells a system of over-the-counter supplements and ready-to-drink beverages — Restore (after-alcohol aid capsules and 12oz beverage), Relief (next-morning aid), Hydrate (oral rehydration powder), Protect (daily liver support), Multi (multivitamin for regular drinkers), and Elixir (social vitalizing tonic) — targeted at the estimated 145 million Americans who drink regularly and seek to mitigate the next-day effects of responsible alcohol consumption. The portfolio is anchored on Dihydromyricetin (DHM), a plant extract that acts as a GABAa receptor agonist and provides antioxidant liver support.

Cheers's technical differentiation rests on two proprietary platforms. ADAPT (Accelerated DHM Absorption Permeabilizer Technology) combines DHM with capric acid at a minimum 2:1 ratio to increase DHM's oral bioavailability by up to 19x, addressing DHM's BCS Class IV solubility and permeability limitations. DART (Dissolving Acetaldehyde Reduction Technology) co-administers L-cysteine, which converts acetaldehyde (a metabolite 10–30x more toxic than alcohol) into non-toxic MTCA. Both platforms were developed under a multi-year sponsored research agreement with a leading Ivy League university (Professor Robert Prud'homme) and are protected by US Patent 9,962,365 B2 (granted) plus multiple pending applications covering nanoemulsion, hot-melt extrusion, and spray-dried dispersion formulations. Manufacturing is conducted in GMP-registered facilities.

Cheers operates an omnichannel distribution model: DTC e-commerce (cheershealth.com), Amazon (Amazon's Choice), and 30,000+ physical retail locations spanning Target, Walgreens, CVS, Kroger, and 7-Eleven. Products are sold as one-time purchases ($15–$35 per unit) or via monthly auto-refill subscriptions ($3–$5 discounts). A 45-day money-back guarantee on first orders reduces purchase friction. The brand has served 1M+ customers and delivered 50M+ doses since launch, with cumulative revenue exceeding $25M and a profitable year reported as of October 2021. Fact.MR projects Cheers as the 2025 market leader in hangover rehydration supplements at an estimated 18–22% share, ahead of Liquid I.V. (Unilever).

Name

Cheers

Legal name

Cheers Health, Inc.

Website

https://cheershealth.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Cheers is a Houston-based nutraceutical company, founded in 2017, that sells DHM-based supplements and beverages (Restore, Relief, Hydrate, Protect) to health-conscious alcohol consumers in the US. Products are distributed through the Cheers website, Amazon, and 30,000+ retail locations.

Ownership category

akta.pro rank

Product category

Dietary Supplements (Alcohol Recovery and Liver Health)

NAICS

Soft Drink Manufacturing (312111), Food (Health) Supplement Retailers (456191)

SIC

Beverages (2080), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Specialty Condition Supplements (Sleep, Stress, Heart, Joint, Gut, Immunity) (CRADAGAE)

akta.pro secondary industries

Sports Drinks & Hydration Beverages (CRADAHAK), Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

Keywords

• Hangover supplements
• Liver health supplements
• Alcohol recovery products
• Oral rehydration solutions
• Nutraceutical supplements

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Technology or R&D, Personnel, Operations

Revenue model

1. Direct-to-Consumer Product Sales: Cheers sells its supplement products (Restore, Relief, Hydrate, Protect, Multi) directly to consumers via its e-commerce website (cheershealth.com). Products are available as one-time purchases or via subscription auto-refill plans. The company also sells on Amazon. Pricing ranges from $15-$35 per product unit with subscription discounts of $3-5 per product. DTC online sales have generated over $25 million in revenue since launch.
2. Wholesale & Retail Distribution: Cheers distributes products through physical retail channels including Target, Walgreens, CVS, Kroger, and 7-Eleven, totaling 30,000+ retail locations. Revenue flows through standard wholesale/distributor arrangements with these retail partners. The company also sells single-serve and party pack formats suited for retail and on-premise environments.
3. Amazon Marketplace: Cheers sells its Hydrate and other products through Amazon's marketplace, with Subscribe & Save options offering 5-10% recurring discounts. Amazon's Choice designation supports steady marketplace revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels9 records

Core offering

Cheers designs, manufactures, and sells a portfolio of nutraceutical supplements (capsules, powders, and ready-to-drink beverages) intended to support liver health, recovery, and hydration around alcohol consumption. Its product system centers on Restore (after-alcohol aid with proprietary DHM and ADAPT technology), Relief (next-morning aid), Hydrate (oral rehydration powder), and Protect (daily liver supplement), alongside event formats (3-Dose Bundle, Party Pack), a drinkers' multivitamin (Multi), and a social tonic (Elixir). Products are sold direct-to-consumer via cheershealth.com and Amazon, and distributed through 30,000+ US retail locations including Target, Walgreens, CVS, Kroger, and 7-Eleven.

Product overview

Cheers is a health and wellness company focused on alcohol-related health, offering a system of products designed to support responsible drinking. The product portfolio centers on Restore (after-alcohol aid capsules and beverages), Relief (next-morning aid), Hydrate (oral rehydration solution), and Protect (daily liver supplement), with supporting products including Multi (drinkers' multivitamin) and Elixir (social tonic). Products work synergistically: Restore and Relief address immediate alcohol consumption effects, Hydrate handles rehydration, Protect provides ongoing liver support, and Multi fills nutritional gaps. Available in capsule, powder, and ready-to-drink beverage forms, with single-serve and bulk party pack options for events. Distributed through direct-to-consumer online sales, Amazon, and 30,000+ retail locations including Target, Walgreens, CVS, Kroger, and 7-Eleven.

Differentiator

Problem solved

Functional benefit

Products and services

• Restore After-alcohol aid capsules designed to support liver function and reduce next-day symptoms. Contains DHM (Dihydromyricetin) and L-cysteine, working through four mechanisms of action; users take 2-4 capsules before bed to support the liver.
• Relief Next-morning aid capsules designed to quickly alleviate less-than-100% feeling after drinking. Contains white willow bark extract standardized to 50% Salicin for faster recovery.
• Hydrate Oral rehydration solution powder designed for rapid, effective, and safe rehydration using the Sodium-Glucose Cotransport System. Contains over 1,230mg of electrolytes with only glucose (no fructose); lemon-lime flavor with 12 servings per container.
• Protect Daily liver support supplement designed to increase glutathione levels and support long-term liver health. Users take 2 capsules daily to boost immunity and liver function.
• Multi Multivitamin specifically formulated for the nutritional needs of regular drinkers, addressing nutritional gaps common in people who consume alcohol a few times per week.
• Restore Beverage Ready-to-drink after-alcohol beverage using ADAPT technology. Contains 500mg DHM and 1500mg capric acid for up to 19x higher bioavailability. 12oz skinny can, lemon sherbet flavored, lightly carbonated, zero sugar, keto-friendly.
• Restore 3-Dose Bundle Single-serve 3-dose box of Restore capsules for on-the-go use, travel, events, and gifting in compact portable packaging.
• Restore Party Pack 50-dose bundle of Restore capsules designed for groups and events, targeting party and event consumption occasions for groups of 10-10,000.
• Elixir Social vitalizing tonic positioned as a healthier alternative to energy drinks typically sold at bars; part of Cheers's planned on-premise (bar/restaurant) expansion strategy.

Quantifiable outcome

• Up to 19x increase in DHM oral bioavailability through ADAPT technology (capric acid + DHM co-administration at 2:1 ratio), demonstrated in in-vivo animal studies.
• +5 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Ivy League University (Sponsored Research Agreement / Technology Licensing)coreStrategic or Co-development Partner · 15 March 2019Cheers entered a multi-year sponsored research agreement with a leading Ivy League university (name withheld per licensing agreement) to develop novel drug delivery systems for DHM bioavailability enhancement. Professor Robert Prud'homme led the research. Cheers is co-inventor on resulting patents and holds exclusive license to the ADAPT technology from the university's Office of Technology & Licensing. The research involved nanoparticle formulations, hot-melt extrusions, spray-dried dispersions, nanoemulsions, and the breakthrough DHM+capric acid approach achieving up to 19x bioavailability improvement.
• Professor Robert Prud'homme, Ph.D.coreStrategic or Co-development Partner · 15 March 2019Professor Robert Prud'homme from Princeton University (and/or affiliated institution) led Cheers's R&D on bioavailability-enhancing drug delivery systems for DHM. He is one of the world's preeminent bioavailability researchers, having worked with The Gates Foundation, Merck, and Eli Lilly. His lab developed the ADAPT technology, and he serves as a key science advisor to the company.
• Josh Hix (Advisory Board)minorOthers · 15 March 2019Josh Hix, Co-founder & CEO of Plated (acquired by Albertsons for $300M), serves on Cheers's advisory board, providing strategic guidance on scaling the business.
• Ben Cogan (Advisory Board)minorOthers · 15 March 2019Ben Cogan, Co-founder & Co-CEO of Hubble Contacts (raised $73M+ in venture funding), serves on Cheers's advisory board, contributing startup scaling expertise.
• Shahram Hejazi (Advisory Board)minorOthers · 15 March 2019Shahram Hejazi, Founder of Optimeos and veteran biotech entrepreneur, introduced Cheers founder to Professor Prud'homme and serves as a science and biotech advisor.
• Stanton Peele, Ph.D. (Advisory Board)minorOthers · 15 March 2019Stanton Peele, an award-winning psychologist specializing in macro trends in alcohol consumption and alcoholism, serves on Cheers's advisory board, providing expertise on alcohol behavior and harm reduction.
• TargetcoreChannel Partner/ Reseller/ DistributorTarget carries Cheers products in over 30,000+ retail locations, representing a major retail distribution partnership for the brand's omnichannel expansion.
• WalgreenscoreChannel Partner/ Reseller/ DistributorWalgreens carries Cheers products as part of the 30,000+ retail location footprint, making Cheers products accessible to Walgreens's pharmacy and health customer base.
• CVScoreChannel Partner/ Reseller/ DistributorCVS Pharmacy carries Cheers products as part of the 30,000+ retail location network, positioning Cheers in the health and wellness supplement aisle.
• KrogercoreChannel Partner/ Reseller/ DistributorKroger carries Cheers products across its grocery store network, integrating Cheers into the health supplements and wellness sections of major supermarkets.
• 7-ElevencoreChannel Partner/ Reseller/ Distributor7-Eleven carries Cheers products in convenience store locations, enabling on-the-go purchase occasions for consumers near alcohol consumption settings.

Scale indicators11 records

Recent moves11 records

Expansion highlights5 records

Broad incumbents

• Pedialyte (Abbott): Pedialyte is Abbott's broad oral rehydration solution brand and a category-defining hydration product that overlaps with Cheers Hydrate for adult hangover/recovery use, though it sells primarily through mass retail and pharmacy rather than as a targeted hangover brand.
• Alka-Seltzer (Bayer): Alka-Seltzer is Bayer's legacy effervescent hangover and upset-stomach remedy with mass-market OTC distribution; comparable as the incumbent hangover product in the same retail and pharmacy aisles Cheers occupies.
• Gatorade (PepsiCo): Gatorade is PepsiCo's dominant sports hydration brand and competes at the category level with Cheers Hydrate in performance/recovery hydration occasions; relevant as a benchmark for hydration retail scale and a potential acquirer/partner.

Direct peers

• Blowfish: Blowfish is a hangover remedy brand offering effervescent tablets and stick packs, directly addressing the same alcohol-recovery use case as Cheers Restore; comparable as a single-purpose hangover solution in the same OTC/supplement channel.
• NoDaysWasted: NoDaysWasted offers DHM-based hangover prevention supplements directly competing with Cheers's core Restore ingredient story; comparable as a science-forward DTC hangover supplement brand.
• Liquid I.V. Liquid I.V. (owned by Unilever) is a leading hydration multiplier brand that competes directly with Cheers Hydrate in rehydration and hangover-adjacent occasions, and is the principal share rival per Fact.MR's 2025 hangover rehydration supplements ranking (14-18% share vs. Cheers 18-22%).
• Over EZ: Over EZ markets hangover prevention capsules positioned for responsible drinkers, closely paralleling Cheers Restore in target customer (social/health-conscious alcohol consumers) and product format (capsule-based nutraceutical).

Emerging players

• DrinkAde: DrinkAde is a beverage-format hangover supplement targeting the same on-premise and convenience occasion that Cheers is pursuing with Restore Beverage; useful as a comparable for Cheers's planned bar/restaurant distribution push.
• Cure Hydration: Cure is a plant-based electrolyte hydration powder brand with comparable product format to Cheers Hydrate and overlapping retail distribution (Whole Foods, Target); a peer in the natural-channel hydration segment.
• AG1 (Athletic Greens): AG1 is a daily-use greens and multivitamin supplement competing in the same health-conscious consumer wallet and DTC subscription model that Cheers Protect and Multi target; relevant as a comparable for Cheers's daily-supplement expansion strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/cheershealth
• Xx.com/cheershealth_

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds4 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Cheers