A surge of innovative products such as gummies, jellies, and drinks is offering the enjoyment of alcohol without the unpleasant side effects of hangovers. Introduced recently, these pre-alcohol and anti-hangover solutions are crafted to diminish the effects of alcohol consumption using components like Dihydromyricetin (DHM), electrolytes, and vitamins.
Emerging Products
Several brands are leading the charge in this budding market. In New York City’s Cote Korean Steakhouse, Zbiotics, a pre-alcohol prebiotic beverage, was observed being offered at $12 per shot. Meanwhile, two students out of Brown University have unveiled Day-guard, a Korean pre-alcohol jelly claiming to avert hangovers. Liqure is another brand making waves, with its anti-hangover gummies now entering convenience stores after a three-year market presence. Additionally, Fool’s Fix targets post-drinking relief, further indicating young consumers’ preference for mindful drinking experiences.
Undo’s Journey and Market Strategy
One notable brand in this space is Undo, a pre-alcohol gummy maker established in 2025 by Ben Delamont, Jen Delamont, and Kevin Mai. The founders’ roots trace back to the Las Vegas nightlife, showcasing their initial product trials at the Wynn resort. August saw Undo attracting a $1 million seed investment to fuel its expansion, marking its recent presence in 889 Target stores and over 1,000 independent retail locations including 7-Eleven Hawaii.
Initially, Undo’s founders aimed for a digital market approach through platforms like TikTok and Amazon. However, their trajectory shifted towards the nightlife and hospitality sectors thanks to sampling opportunities provided by venues like Wynn’s Encore Beach Club. Following direct consumer interaction during a holiday event, Undo earned permanent retail space at the resort’s checkout and proceeded to secure a similar deal with MGM.
Product Composition and Availability
Undo’s gummies feature DHM, a liver-friendly antioxidant with a long-standing history of usage in Asia. The formula further includes electrolytes and vitamin B complex to enhance hydration and recovery. “We aren’t reinventing ingredients, but presenting them in a new format,” Ben Delamont explained, aiming for a product that’s appealing and sharable.
Despite gaining retailer interest, Ben Delamont emphasised the necessity of educating consumers about these products. They recommend taking a serving of the gummies before or during drinking sessions, and another serving when consuming four to five drinks.
Consumer Trends and Market Potential
The expansion of the pre-alcohol supplement sector comes as multiple social trends converge, noted Nate Rosen, founder of Express Checkout. “These trends align with the shift towards reduced or alcohol-free consumption combined with the burgeoning wellness industry,” said Rosen. Consumers striving for healthier lifestyles are still inclined to maintain certain habits, like alcohol, if countermeasures make it feasible.
Rosen pointed out that while wellness is a primary theme, many young people continue to consume alcohol, albeit with an increased awareness toward health, as evidenced in Undo’s target market strategy. The brand especially appeals to those wanting to socialise without compromising productivity the next day.
Beyond mainstream retailers, Undo is exploring potential trials at liquor store checkouts and university campuses. “Allowing people to enjoy themselves without residue effects can significantly propel our growth,” stated Ben Delamont.
Reporting based on coverage first published by modernretail.co.