New hangover cure could change the culture

December 9, 2005 The launch of a promising new hangover cure in Las Vegas next week marks an interesting time to reflect on man’s relationship with alcohol. Cheerz is a safe, natural nutrition supplement that has been clinically proven to combat hangover symptoms such as headaches and nausea by bolstering the body's ability to process acetaldehyde, alcohol's most toxic metabolite. The world per capita consumption of alcohol is higher than ever, having begun at the dawn of civilisation, with the Celts, Ancient Greeks, the Norse, Sumerians, Egyptians, Romans and Babylonians all producing, trading and consuming alcoholic drinks. The Romans and ancient Greeks both worshipped Gods of wine – Dionysus and Bacchus respectively. In different cultures, alcohol and its effects have been used medically, ritualistically and socially in many different ways to calm feuds, give courage in battle, seal pacts, celebrate festivals, and seduce lovers. The world has two billion alcohol drinkers of which 76.3 million have diagnosed alcohol use disorders. The global burden of alcohol consumption, is immense - causing 3.2% of deaths and 4.0% of the Disability-Adjusted Life Years lost along with widespread social, mental and emotional consequences. These are reflected, for example, as absenteeism or abuse in workplaces and in relationships. We attempted to estimate the number of hangovers and reduced productivity in the world each day and gave up – it’s a lot. Which all adds up to … bloody good idea! The vast majority are social drinkers who can now enjoy the desirable effects without the unhealthy toxicity. So if bartenders are going to ask customers to name their poison, maybe they should offer the antidote, too.

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