General Merchandise/HBC

Lil’ Drug Store Products to Offer Alcohol-Related Health Aids

Distributor partners with Cheers
Lil' Drug Store Products, Cheer
Photograph: Shutterstock, Lil' Drug Store Products

Lil’ Drug Store Products (LDSP), a health and beauty products supplier, has expanded its offerings to include two products from alcohol-related health and wellness brand Cheers. The products include Cheers Restore, an after-alcohol aid and Cheers Relief, a next-morning aid, both in the form of capsules. The partnership will introduce the products to the convenience, travel and hospitality channels, making them accessible to 180,000 retail partners nationwide.

“Over half of American adults regularly consume alcohol, and those 145 million Americans are primed to purchase it within the channels we serve,” said Hayley Fry, senior director of marketing at LDSP. “Our collaboration with Cheers will introduce alcohol-related health products to the market, effectively satisfying an untapped demand in the marketplace.”

Cheers launched in 2018 when it debuted on the Season 9 finale of “Shark Tank.” This marked a turning point in Cheers’ journey as it gained widespread recognition and achieved the top spot in its category on Amazon, according to the company. Cheers' patented a formula of dihydromyricetin and cysteine, which helps metabolize acetaldehyde more efficiently, a chemical produced in the body during metabolic processes.

To metabolize alcohol, your body must first convert alcohol into acetaldehyde (which is 20 times more toxic than alcohol) before being able to finally clear it from your system. If you take cysteine in the presence of acetaldehyde, the cystine binds to the acetaldehyde to form a non-toxic compound called MCTA, helping you metabolize the alcohol faster. This effectively neutralizes the acetaldehyde, according to Cheers.

While primarily offered online, Cheers recognizes the importance of brick-and-mortar retail and expects to expand its reach into more than 3,000 food, drug and mass stores by the end of 2023, the company said. A fundamental component of this expansion strategy lies within the importance of addressing the immediate needs of consumers in the convenience channel, according to the company.

“The convenience, travel and hospitality channels offer unmatched accessibility and immediate availability, which is why we are thrilled to join forces with LDSP,” said Brooks Powell, founder & CEO of Cheers. “Our partnership will guarantee the ready availability of health-conscious solutions in the marketplace, providing an additional level of assurance for individuals who prioritize responsible drinking by enhancing their well-being the next day.”

Founded in 1974 to provide convenient relief to travelers, Cedar Rapids, Iowa-based Lil’ Drug Store Products serves approximately 180,000 retail locations including convenience stores, travel and hospitality and other alternative retail locations. With its growing roster of brand partnerships, LDSP is a leading supplier of name-brand and private-label health and beauty products to retail and wholesale customers.

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