responsible-drinking
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Diageo Owns the Labels. Its Real Product Is the Shelf.
The company behind Guinness, Johnnie Walker and Don Julio is less a distiller than a global operating system for taste - one now being rewired for slower growth, sober-curious drinkers and a more demanding balance sheet.
Cheers
Cheers (formerly Thrive+) is a Houston-based alcohol-related health and wellness company built around dihydromyricetin (DHM), a botanical extract studied for supporting the liver and reducing the after-effects of drinking. Founded by Brooks Powell after he encountered DHM research as a Princeton undergraduate, Cheers sells a line of science-backed supplements - Restore, Relief, Hydrate, Protect and Multi - direct-to-consumer, on Amazon, and in tens of thousands of retail locations. The company holds a U.S. patent on its formulation, has served more than a million customers, and frames its mission as helping people enjoy alcohol responsibly while protecting long-term health.
Owl's Brew
Owl's Brew is a women-led, Connecticut-based beverage company that builds ready-to-drink alcoholic cocktails from real teas, botanicals and fruit juice instead of artificial flavors. Founded in 2013 by tea sommelier Jennie Ripps and Maria Littlefield, it started as a tea-based cocktail mixer, pioneered one of the first hard tea seltzers in 2020, and in 2026 pivoted its flagship line to Spiked Pop, a 'clean' hard soda. The brand's promise is simple: drink wise, with ingredients you can actually pronounce.