Posted: Feb 05, 2013 at 12:00 AM
(Last Updated: Feb 15, 2013 at 11:30 AM)
Life Support is a cleverly named product that is designed to be a hangover relief product. The key component of this product -- and what the manufacturer would like you to believe sets it apart from competing products -- is a unique ingredient called Japanese raisin tree fruit extract. While this isn’t the first time this ingredient has been marketed as a hangover relief supplement, it’s the first time we’ve seen it appear in liquid shot form. The 3.72 oz. sugar sweetened formula is quite pleasant tasting, especially compared with some of the other artificially sweetened shots that we’ve tried. Still, it’s a functional product at hard, so there’s definitely some bite to it and an aftertaste. On the functional front, it also includes vitamin C, B vitamins, taurine, amino acids, and a few other ingredients. Like other drinks in the category, it’s difficult, if not impossible, to tell you how it performs relative to other products. From the visual perspective, the glass bottle has a clean and polished look. The “Life Support” brand is simple and appealing, especially since they’ve kept the word “hangover” to small lettering, thus reducing any social stigma that you might have from consuming a drink like this in public. Branding aside, this is still a niche product with a specific use occasion that is, at least for most people, a much less frequent one than something like energy. So, it’s hard to say just how big a brand like this can get. The choice of glass packaging is a nice point of differentiation. It enhances the overall presence of the product since the graphics pop better from the bottle being painted (instead of the shrink sleeve labels that go on the standard shot bottles) and it’s easier to drink from. Overall, Life Support is a nicely executed product, albeit one that still faces the same challenges as other hangover drinks.