Can an over-the-counter product help you avoid the dreaded effects of a night out on the town, or is it just another supplement making big promises? That’s the question facing Sure Shot, a product based on clinical trials which have shown a reduction in the effects of alcohol consumption. With so many supplements on consumer shelves, however, is Sure Shot full of marketing hype or has the brand cracked the code to make social drinking less punishing the next morning?

Changing the product name from Safety Shot to Sure Shot reflects more than just a rebranding strategy. Rather, it’s meant to assure customers of the product’s efficacy, says Boon. "The new name reflects the trust we want the public to have in our product. It correlates with our mission to assure consumers of the results they can expect," he says. Boon also believes the product will inspire greater awareness of consumption habits. "We saw a gap in the functional beverage space, and in parallel, the spirits industry, for a product that promotes responsible drinking habits and focuses on overall wellbeing," Boon explains.

The Science Behind the Clinical Trials

Unlike many of its competitors, Sure Shot leans heavily on its clinical research to set itself apart. David Sandler, the company’s COO and co-inventor, points to a double-blind, placebo-controlled study on human participants using a fully-formulated product taken orally, an approach rarely replicated in the world of alcohol harm research.

Sure Shot’s study showed that the product’s effects could be detected in as little as 30 minutes through both breathalyzers and blood tests, as well as subjective reports from participants. According to Sandler, the product works by speeding up the body’s natural processes for breaking down alcohol and removing toxins.

Sure Shot’s journey from concept to market has not been an easy one, says Sandler "We have been working on Safety Shot, now Sure Shot, for nearly a decade during which time we conducted more than 50 mini-trials using breathalyzers on several hundred participants across varying ages and demographics," he explains.

Sandler says they faced significant challenges in getting the formula right, including balancing the dose requirements of each ingredient, making the product palatable, and ensuring the formula would work across all types of alcohol and consumption levels. "This process took several years until we found a solution that worked on 100% of the people we tested," he adds.

Amalgam, in partnership with Stout Design, led the product’s repositioning and rebranding efforts. “The new strategy centers on Sure Shot's mission to pioneer innovative functional beverages, pledging to explore cutting-edge advancements and create a unique market category,” says Ned Wallroth, founder of Amalgam and Fractional CMO for Sure Shot.

Wallroth wanted to create “a bold brand world inspired by pop art and comic strip elements” to capture the “punch that Sure Shot delivers,” he says.

Sure Shot’s vivid aqua color and comic book aesthetic aligns with its perceived super powers; to wit, a drink that combats alcohol’s downsides.

“We believe our product rescues people from the adverse effects of alcohol consumption. Our new ‘superhero-like’ branding aligns with this approach, and communicates the functionality of our product to allow for a quick recovery, leaving consumers feeling dramatically better, faster,” says Jordan Schur, Sure Shot President.

The new branding likely appeals to younger drinkers such as college students, professionals, and anyone looking to speed up their recovery after a night out.

What’s Next for Sure Shot

As for Sure Shot's next move, Schur says the company’s long-term vision is to roll out wellness-focused beverages in various categories including energy drinks. "We believe the global mentality is increasingly focused on wellness, and we are committed to offering a range of functional products that prioritize health," he says.

The brand is also eyeing international expansion, with plans to move beyond U.S. convenience and liquor stores into big-box retailers, hotels, restaurants, and bars worldwide.

The true measure of Sure Shot's success will come as consumers put it to the test. If it delivers on its bold promises, it could become a game-changer in morning-after relief.