Mercy Announces Launch of Redesigned Can for Holiday Season

NEW YORK, Nov. 26, 2012 /PRNewswire/ -- Mercy, the caffeine-free, non-alcoholic beverage that helps prevent hangovers, just launched its newly designed can featuring an angel and blue shield, symbolizing Mercy's goal to protect and defend our customers from their holiday indulgence. Launched in 2011 after eight years of research and development, this carbonated beverage is packed with vitamins and amino acids that help fortify your body against damage caused by alcohol consumption. By simply enjoying one 65-calorie Mercy for every three to five alcoholic drinks, you can celebrate while ensuring a productive tomorrow.

Drinking is not science, but preventing a hangover is. That festive cocktail at a holiday party produces a toxin called acetaldehyde, which is 30 times more dangerous than alcohol itself. Mercy is unique in its high quantity of B1 (thiamine), a vitamin critical to the prevention of hangovers because it works with amino acids such as NAC to help break down acetaldehyde. Making these nutrients taste good together is a challenge. The Mercy team, which includes a master mixologist and top flavor consultants, has succeeded in making the drink not just enjoyable, but crisp and refreshing.

Mercy gradually evolved from founder Dave Shor's passion for neuropsychology and his desire to understand the impact that consuming alcohol has on the brain and body. Shor's interest in alcohol health was piqued in 2002, when a combination of late nights with clients as a management consultant and years spent hosting events began to catch up with him. In a city as fast-paced as New York, crippling hangovers were not an option for him, so he poured through an abundant assortment of medical journals and he pursued a way to prevent them. Shor began consuming a combination of amino acids, vitamins and herbs, leading to the first incarnation of Mercy in 2002. Following the brand's launch in 2011 and after many years of research and development, including more than 300 iterations, Mercy has become the most effective method of preventing hangovers, short of not drinking at all.

Mercy's newly redesigned label presents a bolder and clearer picture of what the product delivers to consumers. "We are thrilled with the re-design," says Shor. "The angel and blue shield represent what we've achieved – a perfect blend of amino acids, antioxidants and vitamins that will help boost your body's natural defenses and rid your body of acetaldehyde. At Mercy, we believe that life is best lived in the moment and that everyone is entitled to celebrate without fearing the loss of tomorrow."

Mercy is available at groceries, restaurants, hotels and bars in the New York City area and can be purchased online at www.drinkmercy.com. Mercy retails in four-packs for $11.50. Mercy looks forward to eliminating your hangover this holiday season.

MISSION PR
CONTACT: Katie Fox, [email protected], 212.219.2787

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SOURCE Mercy