• by Les Luchter , August 16, 2023

Safety Shot, a drink to reportedly relieve the symptoms of over-drinking, is on the way.

In advance of a planned fall launch, OTC company Jupiter Wellness has acquired the brand’s developer GBB Drink Lab, named two of GBB’s executives as its new chief revenue officer and chief operating officer, and announced it will change its corporate name to Safety Shot.

The product, deemed “the world’s first rapid blood alcohol detoxification product,” is said to lower blood alcohol content by up to 50% in as little as 30 minutes.

In a statement, David Gold, D3M’s director of licensing was effusive, calling Safety Shot a “completely new paradigm in functional beverages” and “a once in a century kind of opportunity…. this drink will not only help people feel better after having a few drinks, but also potentially make a big difference in safe drinking.”

Safety Shot creates what Jupiter calls “a new product category” in the global hangover remedy market that Grand View Research estimates at $2.34 billion this year, with 14.6% growth annually to $6.18 billion in 2030.

Sales of hangover cure products have “skyrocketed” during the past few years in the U.S., especially among Gen Z-ers and millennials, points out another researcher, Global Market Vision.

Yet Safety Shot will hardly be the first liquid entry in the market.

Others include such players as Drinkade, which suggests drinking its mix of electrolytes and antioxidants before users start drinking alcohols, Then there's Bayer’s  Alka-Seltzer Hangover Relief, which like regular Alka-Seltzer comes in a powder but gets ingested as a liquid.

Jupiter claims that Safety Shot is different from any of the others.

The still-up GBB website states Safety Shot contains “scientifically proven ingredients that stop your body absorbing alcohol into your blood, reducing your Blood Alcohol Content (BAC) and getting you out of an intoxicated state,” plus “a tailored selection of all-natural vitamins and minerals and nootropics that assist with rehydration and mental clarity.”

As of Wednesday afternoon, Jupiter had not responded to a Marketing Daily request for an ingredients list.

Both press releases announcing the latest developments declared that Safety Shot was “created by a doctor, patented, and validated by initial research.”

Since the product is a supplement, GBB noted that Safety Shot “has not undergone formal clinical validation” but that “its efficacy was established via rigorous blood alcohol content testing on dozens of test subjects.”

Those subjects, GBB said, “were given breathalyzer tests to establish detoxification levels and displayed normal, non-impaired behavior after rapidly bringing their levels down.”

On the marketing side, Jupiter has just signed a consulting agreement focusing on brand ambassadors with D3M Licensing Group, D3M has previously been responsible for such partnerships as rapper Flo Rida’s deal with Celsius energy drinks.