ResQWater builds science to set it apart in ‘crowded’ anti-hangover segment
Research presented at the recent 12th Annual Scripps Natural Supplements Conference indicated that the liquid supplement, which contains ingredients such as prickly pear and milk thistle, may be effective in reducing hangover symptoms and supporting sleep quality.
“ResQWater contains ingredients such as prickly pear and milk thistle which possess anti-inflammatory and antioxidant properties and have been shown in previous studies to reduce hangover symptoms,” explained Dr Jay Udani from Medicus Research who led the clinical study. “Participants in our clinical were included because they often feel hangover symptoms after consuming alcohol.”
“This clinical study also revealed that ResQWater helped to speed the recovery from the symptoms of a hangover and clinical study participants scored significantly higher on cognitive function tests than when they consumed placebo. This may help reduce the cognitive slowing or ‘fogginess’ that may accompany the ‘morning after’ drinking,” he added.
Dr Jay Udani told us that the study is in the process of being submitted to a peer-reviewed journal with publication in 3 to 6 months.
Market
While the hangover 'cures' category has experienced some hiccups in North America the segment remains “crowded” and is “growing”, said Troy Michels, co-founder and CEO of Intelligent Beverages, LLC.
The product contains a proprietary blend of natural and organic ingredients, including B vitamins, organic prickly pear cactus fruit extract, electrolytes, milk thistle, organic cane sugar, water and amino acid N-Acetyl-Cysteine.
“We have several solid competitors, but we differentiate ourselves in a number of key ways. From a product standpoint, ResQWater is the only anti-hangover drink that contains natural and organic ingredients, the amino acid NAC, no stimulants and is certified Kosher, gluten free and vegan. And we have an ongoing commitment to demonstrating ResQWater benefits through scientific testing,” Michels told NutraIngredients-USA.
“Our positioning in the market likewise sets us apart,” he added. “Our messaging focuses on productivity the day after drinking – not on ‘partying’ without repercussions. Our distribution strategy is unique, as well – ResQWater is sold in liquor and convenience stores, but also in 5-star hotels and casinos like the MGM Grand, Dream Hotel in NYC and the Little Nell in Aspen.”
The product is available in select states across the US, although it is available nationally online. “We have distribution partners that are capable of rolling out the product nationwide,” said Michels. “That said, we are taking a very methodical approach to our roll out strategy. In the coming months, NYC is our main focus; Miami will follow in the not too distant future.”
Study details
Dr Udani recruited men and women aged between 21 and 50, and assigned them to drink a type of lemonade (control) or ResQWater with every two to three drinks (1.5 ounce tequila shots) and right before bed. Results indicated that the ResQWater group displayed higher cognitive function – including processing speed, decision-making and attention span – the following day than drinkers who did not consume the product. The clinical was a 10 person crossover with an effective sample size of 20 and took place over an 8 week period, explained Dr Udani.
In addition, the ResQWater group had better sleep quality and faster recovery from physiological symptoms of hangover, compared with the control group.
“While there are a number of factors that can determine severity of a hangover, our test group of mixed age and gender had the same meal, consumed the same type of alcohol and reached the same blood alcohol content,” said Dr Udani.
Structure-function claims
Michels told us that the product is labeled a dietary supplement that contains natural ingredients. “As ResQWater is an anti-hangover drink, and is not intended to prevent intoxication, the label notes that ‘this product will not prevent intoxication nor enhance sobriety. Always drink lawfully and responsibly’.”
“As a result of the clinical, we have added the term ‘Clinically Tested’ to the packaging,” said Michels. “We will continue to revise packaging as we are able to substantiate further claims about the effectiveness of the product.”
Source: 12th Annual Scripps Natural Supplements Conference
Poster: The effects of a proprietary anti-oxidant containing beverage on ameliorating signs and symptoms of hangover: A randomized, double-blind, placebo-controlled, crossover study”
Author: J.K. Udani
