Drinkin' Mate hangover prevention featured at ECRM conference

PLYMOUTH, Minn. Amerilab Technologies featured its new hangover preventative product Drinkin’ Mate Hangover at this year’s ECRM Vitamin, Diet & Sports Nutrition conference in Destin, Fla. Drinkin’ Mate is made from all-natural Guava Leaf extract that protects the body from the negative residuals from alcohol consumption—headache, queasy stomach and dehydration, the company stated.

With more than 55 million Americans over-indulging at least once per month—Amerilab estimates that there may be as many as 2 billion occasions to use Drinkin’ Mate. Accordingly, the company estimated that a 1 percent penetration into this market would generate a brand with sales between $12 million and $24 million. The preventative products category is currently between $7.5 million and $9 million in sales, the company estimated, utilizing Nielsen Household Panel Data ending Dec. 31, 2006.

The product is currently being test-marketed in the Midwest and the company plans to utilize a $6.3 million advertising budget encompassing radio and print advertising and event sampling through 2008 to help drive trial. The ad campaign will stress “responsible prevention.”

The company is hoping to position the product in the dietary supplement section of the drug store, as opposed to the analgesics section, to better communicate the preventative nature of the product—analgesics are typically incidence driven.