Israeli life-science startup Vital Technologies is close to launching a series of rapid recovery functional drink products that claim to relieve negative side effects from alcohol consumption. The company (not affiliated with Bang-producer Vital Pharmaceuticals) has financial and advisory backing from several high-profile beer industry veterans, including former MillerCoors executive Tom Cardella and former Constellation Brands executive Bill Hackett. “For years people have wanted to enjoy celebrations with alcohol,” Cardella said in an interview. “Being in a position to feel better after is a huge opportunity.” In an investment presentation, Vital executives peg the “unmet” market opportunity for “effective post-alcohol recovery” in the US at about $12 billion. Vital has raised about $7.5 million in financing from US and Israeli investors since its founding in 2014. Cardella and Hackett have brought in investment banker Bill Hayde, co-founder of Intercontinental Beverage Capital, to help raise additional capital. The company expects to be “cash positive” by 2021, said Founder and CEO Amir Barzilay.

Details. Vital’s inaugural product, Cuur Bedtime Recovery, “incorporates an array of adaptogen botanicals, amino acids, electrolytes and vitamins,” Barzilay said. “The patented formulation supports the acceleration of natural metabolism and detox, provides quick relief from headache, nausea, stomach pain and dizziness, enhances free-radicals scavenging, and pro-actively promotes quality sleep interrupted by alcohol consumption.” The before-bed product will “quickly alleviate the majority of symptoms,” Barzilay said. “We provide all the natural building blocks required for the body to quickly repair itself.” Powder from a sachet is mixed with three ounces of water, which is about the size of an energy shot. The resulting fluid currently tastes much like Tang. Vital uses “microencapsulation” technology to “overcome the ingredients’ foul taste,” he said, while also increasing the absorption of ingredients in the body. Following 12 months of pilot testing in Indiana, Vital will launch the product in the US during the third quarter through a branded e-commerce website and on Amazon. A pack of three sachets of bedtime Cuur will sell for $19.99. Barzilay said the company has researched its products and ingredients for more than five years, running 28 clinical trials with “thousands of human experiment sessions to validate consistent effectiveness and safety.” Barzilay and his team of seven executives also are developing a “long-acting healthy energy drink” that doesn’t contain caffeine, taurine or sugar, as well as a separate “recovery” product will be formulated to “quickly reset the impact of jetlag,” he said. “It’s more than just an alcohol repair and recovery remedy,” Cardella said. “It’s a whole scientific platform that continues to evolve.”