Former Red Bull UK chief executive officer (CEO) Harry Drnec is set to launch a new detox beverage line called Sober Up to help reduce the toxic effects of alcohol, boost mental clarity and help prevent hangovers, the entrepreneur says.
Drnec is launching Sober Up through an Indiegogo campaign in the effort to connect with the vision to live a healthier lifestyle while enjoying alcohol, the company says. Backers will be able to receive the new product immediately at a discounted price and communicate directly with him, it adds. “I want to hear from all our Indiegogo backers because what I learn from them will be the key to our success,” Drnec said in a statement.
With the funds raised through the Indiegogo campaign, Drnec plans to scale up production and start online and retail sales for Sober Up, as well as begin production of Sober Up with cannabidiol (CBD), the company says.
Drnec commented: “We have seen more and more evidence of health benefits from CBD in medical studies. In fact, new research has shown CBD to be more effective for addictive behavior. It would be a natural fit with Sober Up.”
During the past 40 years, Drnec has worked for such beverage brands as Gallo Wines, Budweiser and Red Bull. As CEO of Red Bull UK, he helped transform the brand, which went from selling 3 million cans to more than 3 billion cans in the 12 years of his direction.
“For the first time in my career, I am working on a new product that was created to help people,” Drnec said in a statement. “The naturally sourced ingredients in Sober Up don’t just treat the symptoms of a hangover, they actually treat the cause of a hangover, which is too much alcohol in your system for too long.”