The Cure for the Common Hangover

New 'little purple pills' prevent morning after headaches, nausea and promote responsible drinking

San Diego, CALIFORNIA July 30, 2005 -- Dynamarketing Group, a San Diego-based nutrisupplement manufacturer, has launched a new hangover prevention supplement featuring a patent-pending formulation including succinic acid, a safe, natural amino acid that helps the body process acetaldehyde, alcohol's first and most toxic metabolite. The supplement, called Cheerz (www.CheerzHangover.com), is a huge hit with upscale Las Vegas nightclubs and resorts.

Dr. David Ohlms of Mid-County Physicians, a St. Louis medical group that specializes in addiction treatment says, "When the normal adult drinker takes in alcohol, the body first converts it into something called acetaldehyde. This is very toxic stuff, and if it were to build up inside us, we would get violently sick; and indeed we could die."

The pills are taking the party circuit by storm, from New York supermodels to upscale Las Vegas clubs. "Light at Bellagio requested Cheerz for their V.I.P. 'Vegas Survival Kit,'" says Patrick Cochrane, Dynamarketing Group's CEO. It's also a huge hit with IMG Models in New York, one of the world's top agencies that represents supermodels including Gisele Bundchen and Heidi Klum.

From a review titled ?The Best Hangover Cure? in the January 2005 issue of Jane Magazine: ?True alcohol connoisseurs know ?tis better to prevent morning-after hell. Each drink produces acetaldehyde buildup in your body (the chemical that makes you feel like you've gone 10 rounds with Muhammad Ali), but Cheerz flushes it out. You'll still get drunk, but you won't feel like crap the next day. At least six other friends swear by it.?

A night's supply of 8 tablets costs about $4. Revelers simply take 2-3 'little purple pills' for every 2-3 drinks, and wake up with a head as clear as a bell-instead of sounding like one.

Cochrane says Cheerz promotes responsible drinking by raising awareness of the dangers of acetaldehyde, which is more toxic than alcohol itself. Indeed, a study published in Molecular Psychiatry from a 2004 symposium at the annual meeting of the Research Society on Alcoholism in Vancouver reported that acetaldehyde is a 1,000-fold more potent reinforcer than alcohol, and is a significant factor in alcohol abuse and addiction.

According to Dr. Shinya Shibutani, a faculty member at the State University of New York, "alcohol intake beyond the capacity of detoxification of acetaldehyde in the body may increase cancer risk." Kenneth Blum, the M.D. credited with identifying the alcoholism gene in 1990, concluded that lowering acetaldehyde levels may reduce cravings that can potentially lead to abuse and alcoholism.

"Cheerz has a very strong luxury, lifestyle identification," Cochrane says. "The morning after, people are shocked that it works. Then they go out and tell all their friends."

Contact: Patrick Cochrane of Dynamarketing Group Inc., 858-812-2834

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