A "Vitamin for Alcohol" Called Thrive+® to Appear on Shark Tank this Sunday, Feb. 25th

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Thrive+® (pronounced "thrive plus" and/or "thrive") will be making an appearance on ABC's Shark Tank this Sunday, February 25th at 10|9c and 9pm PT. Thrive+® is a product designed to reduce the negative effects of alcohol that is used by simply taking three capsules after your last alcoholic beverage or before going to bed.

Brooks Powell pitches Thrive+® (pronounced thrive or thrive plus) on ABC's Shark Tank.

Brooks Powell pitches Thrive+® (pronounced thrive and/or thrive plus) on ABC's Shark Tank.

We will be able to tell our story about how Thrive+® was founded at Princeton, explain how Thrive+® could reduce alcoholism and other alcohol-use disorders, and showcase our vision for creating a healthier, happier, and safer way to consume alcohol--all in front of 5 million Americans...

Thrive+®, a startup with a "vitamin for alcohol," is selling $4m annually just nine months after its official launch and will be appearing on Shark Tank this upcoming February 25th to an audience of nearly 5 million Americans. Thrive+® (pronounced "thrive plus" and/or just "thrive") was invented by a team at Princeton University and is designed to reduce the negative effects of alcohol. The company is expected to reach $25m annualized revenue by the end of 2018.

To use Thrive+®, users simply take three capsules after their last alcoholic beverage or before going to sleep. In a study conducted for the company's now granted patent (US 9,603, 830 B2: "Compositions and methods for preventing and recovery from detrimental effects of alcohol consumption"), users of Thrive+® reported 50 percentage point reductions in next-day hangover symptoms. Thrive+® works primarily by 1) reducing short-term alcohol withdrawal and 2) helping the liver produce enzymes used to process alcohol and its other toxic by-products.

The main ingredient in Thrive+®, dihydromyricetin (DHM), has been shown in a number of studies to put users at less risk for alcohol addiction via its affect on alcohol withdrawal and mitigating the development of alcohol tolerance. While effective for hangovers, the Thrive+® brand instead promotes the moderate and responsible use of alcohol consumption. Counterintuitively, the majority of Thrive+® users are not college students or people under the age of 25, but rather adults who recognize that they don't feel 100% the day after consuming even a moderate amount of alcohol.

“I think what is most exciting about the opportunity to pitch on Shark Tank is that we will be able to tell our story about how Thrive+® was founded at Princeton, explain how Thrive+® could reduce alcoholism and other alcohol-use disorders, and showcase our vision for creating a healthier, happier, and safer way to consume alcohol--all in front of 5 million Americans on primetime television and for a solid 10 minutes!” Brooks Powell, founder of Thrive+® stated.

The Thrive+® team includes two Princeton biotech professors, a psychologist specializing in alcohol addiction, and has a mission statement of making alcohol a healthier & happier activity. The startup has plans to develop an anti-alcohol addiction drug as well, and is hoping to thrive following its appearance on ABC's Shark Tank.

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Brooks Powell

Bryce Garoutte
@DecideThrive
since: 01/2014
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