Growth in Europe is targeted by a supplement that neutralizes the effects of alcohol
October 15, 2024
Jordan Schur, president of Sure Shot (formerly Safety Shot), is touting it as the next big thing to impact drinking culture.
He says: “This brand represents a cultural movement. It’s a way of life. We are actively creating and promoting a new way of drinking and managing lifestyles to be healthier.”
It appears that the product was released under its original name in the United States in late 2023 and has sold out.
The product contains vitamins, minerals and natural herbs that Schur says are specifically designed to counteract the negative effects of alcohol in just 30 minutes. These include cognitive function, well-being and even reducing blood alcohol levels.
He says it is difficult for people to accept that they can drink a natural product that is good for their health and also quickly reduces blood alcohol levels.
How does it actually work? Schur wants to keep the formula secret, saying there is a formulation protection in place.
What is the cure for a hangover?
David Sandler, the company's CEO and co-inventor, gives only a very vague explanation. He says the device works through several different mechanisms.
There is no single solution to all problems, just as there is no single component in allergy medications. [we researched] It was possible to solve the problem of drinking alcohol and how you felt the next day. "It's been years since the product was developed."
What is the experience of using this product? It helps improve cognition and focus. “You start to feel like you’re coming back to your senses,” Sandler says.
"We put ingredients in [the product] that will reduce the absorption of alcohol after drinking. You will be able to reduce your alcohol consumption. "We added ingredients to help break down the alcohol faster."
Both say the ingredients are "grass," and that they are natural.
The drink also contains other ingredients that are believed to counteract the side effects caused by alcohol consumption, including fatigue, headaches and toxic buildup.
Sandler says, "Nobody believes it." When asked if it's real. When I first heard about the concept, "I didn't believe it." It's never been done. "When something new comes along, nobody believes it."
Schur is confident that consumer confidence won't become a problem. We don't need to worry about it because people will continue to drive. [a great distance] "A destination is a place where people go to get what they want."
Sure Shot's credentials are backed by science. Recently, the company released the results of a double-blind, placebo-controlled trial that focused on the effects of alcohol before and after Sure Shot consumption.
The Science of Hangovers
The researchers tested blood alcohol levels every 30 minutes after drinking, and a breathalyzer test was also administered. The researchers noted a reduction in blood alcohol levels, and the test participants reported feeling better.
The science of hangovers is still not well understood. Sure Shot has been questioned by some scientists.
In a world where young adults are drinking less or no alcohol, the sustainability of products like Sure Shot is also a question. Schur is not at all perturbed by the situation.
You always [young adults] Go out to nightclubs in the middle of the night and buy breathalyzers, then use our product to go from slurred speech to [more competent] speech in "30 minutes"
He says this type of social media activity is already circulating. While there may be a decrease in the number of people drinking, alcohol consumption is not going away anytime soon.
Schur's expansion plan for his company, which is less than a year old, can be summed up in this statement. He says: "We are expanding in Europe and China. "We have received a number of requests from intermediaries and suppliers to purchase containers.
Schur is confident that his company will be in convenience stores and supermarkets in several countries within weeks, not years.
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