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Tech Topics In This Article: Atlanta startups, consumer products
Atlanta-based Reframe, the consumer-focused app helping people develop healthier drinking habits, is now in the consumer product space.
The startup announced today the launch of Liquid Luck, a line of functional beverages designed to support users in managing alcohol cravings while enhancing their mental clarity, energy, and mood.
“In the alcohol reduction space, we’ve been helping people cut back on drinking. And one of the biggest requests that we’ve had was: ‘can you recommend a mocktail or another product?’ The reality is people are looking to replace that drink with something else,” Reframe’s co-founder and CEO Vedant Pradeep told Hypepotamus.
Pradeep added that Liquid Luck is an expansion of Reframe’s overall mission to help people become the “best version of themselves.”
Inside The Liquid Luck Can
Unlike other non-alcoholic or zero-proof drinks on the market, Liquid Luck was formulated to “support holistic wellness and reduce cravings” and is infused with ingredients like L-glutamine.
Consumers can try four different flavors, including Calm, Energy, Focus, and Mood.
Pradeep told Hypepotamus that the Reframe team started working on Liquid Luck over the last year. Now, moving from designing apps to producing a beverage isn’t the typical jump for technology startups. But Pradeep said that creating a consumer product was all about bringing new alcohol-reduction tools to users.
“We want to expand. We want to do more for the customer,” he added.
Liquid Luck will first be sold via the Reframe app and its website. The ecommerce model is a natural distribution channel, given that Refram has built the “largest community of people that are trying to cut back [on alcohol] in the world,” Pradeep added.
Reframe Over The Years
A graduate of Georgia Tech’s Create-X program, Reframe caught the attention of local and national investors over the years. The startup most recently raised a $12.5 million Series A round in 2022. On top of local investors Atlanta Ventures and Christopher Klaus, investors around country like HOF Capital, Goodwater Capital, Pioneer Fund, An Y Combinator have backed Reframe, according to Crunchbase.
To date, Pradeep said Reframe has helped more than three million people successfully cut back on drinking alcohol…and has ultimately helped people eliminate just under half a billion drinks they would have consumed.
