COLUMBUS, Ohio — Life Support has announced that it has joined the Asian American Trade Association Council (AATAC) in an effort to expand distribution of the hangover prevention beverage across the southeastern, northeastern and Midwestern United States.
AATAC, one of the largest private trade organizations in the country for convenience stores, consists of more than 50,000 members controlling more than 80,000 locations nationwide with the goal of connecting products to potential vending partners.
As part of their partnership with AATAC, Life Support will participate in three trade shows in the next 12 months, as well as an in-store digital display and web marketing program. It also entitles Life Support to preferred vendors status, joining brands such as Samuel Adams, Pom Wonderful and Woodchuck Hard Cider.
“The truth is Life Support prevents hangovers and our partnership with AATAC will allow us to get the product in front of consumers very quickly,” said Brad McKean, director of sales at Life Support
Life Support is a functional beverage created as a healthy option to prevent hangovers. Its active ingredient, Hovenia Dulcis, and other vitamins and minerals metabolize alcohol and help aid the body in recovering from the effects of alcohol consumption.
The Columbus, Ohio-based company is privately held by Cheryl Krueger, founder of Cheryl’s Cookies and other investors including former Ohio State and current Cincinnati Bengals linebacker A.J. Hawk.