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New Beverage Line From Ex-CEO Of Red Bull U.K. Tackles Toxic Effects Of Alcohol

October 9, 2018: 12:00 AM EST
The name of the new beverage line launched by former Red Bull U.K. CEO Harry Drnec pretty much says it all. Sober Up is being pitched to alcohol imbibers as a detox solution that reduces the noxious effects of alcohol consumption. The beverage also boosts mental clarity and helps prevent hangovers, according to Drnec. Sober Up is being launched through an Indiegogo campaign targeted at health-conscious consumers who enjoy drinking alcoholic beverages. The funds raised will be used to ramp up production, start online and retail sales, and begin production of Sober Up with cannabidiol (CBD). During his 12 years at Red Bull U.K., Drnec helped transform the energy drink rom a three million cans a year brand to more than three billion cans a year.
"Former Red Bull U.K CEO launches new drink line", Beverage Industry, October 09, 2018, © BNP Media
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