Are you one of those lucky drinkers whose face turns red after a cocktail? There is no way of hiding those flushed cheeks, but that isn’t going to slow you down. A new beverage called Before Elixir claims to have a solution for the effects of Alcohol Flush Reaction, better known as the “Asian glow.” According to the company’s Indiegogo page, 15 percent of people—and 70 percent of Asians—have a variant of the enzyme that metabolizes alcohol (or in some cases, lack that enzyme altogether). The result? A buildup of a toxin called acetaldehyde and the unpleasant side effects anyone who’s had one too many is familiar with: flushing, nausea, headaches and frequent trips to the bathroom to “freshen up.” While some drinkers have used antacids to prevent Alcohol Flush Reaction, the chemical combination dangerously causes blood alcohol levels to spike, potentially leading to alcohol poisoning.
Before Elixir claims to be a natural, safe alternative; it is made from ingredients like pomegranate, raspberries and milk thistle, which reduce flushing by slowing the metabolism of alcohol and the accumulation of toxins in the liver. It also claims 90 percent effectiveness on testers and even offers the before-and-after pictures to prove it. The company, founded by an MBA graduate and financially backed by an angel investor with a PhD in medical sciences, is still raising funds and positioning itself to get Before Elixir into stores and bars. Individual consumers can already purchase bottles in packs of two ($19) to 24 ($99) directly from their site. While we haven’t yet tried the product ourselves, we don’t think it will be too difficult to find a volunteer.