About the Brand
About
LiQure is a Chicago-based wellness brand creating convenient, great-tasting products designed to help adults be more proactive about the effects of casual alcohol consumption. Our flagship product, LiQure’s Drinking Recovery Gummies, is a convenient gummy formulated with DHM, prickly pear, milk thistle, ginger, vitamins, and electrolytes. Designed to be taken before, during, or after drinking, or before bed, LiQure gives consumers a simple way to incorporate recovery support into their routine.
We believe wellness should fit into real life. Instead of waiting until the next morning, LiQure encourages consumers to think ahead and take a proactive approach to their night. Our gummies are portable, convenient, and easy to use, making them a natural fit for a night out, a weekend trip, a bachelor or bachelorette party, a wedding, a concert, or simply enjoying a few drinks at home. With two servings in every pouch, consumers can easily make LiQure part of their evening routine.
Founded in Chicago, LiQure is growing through retail, e-commerce, events, and partnerships across the country. The brand is currently sold in hundreds of retail locations, including convenience, grocery, and specialty retailers, while continuing to expand its presence in markets where alcohol is purchased and consumed. Our mission is simple: make it easier for adults to enjoy their nights while being more proactive about tomorrow.
Founding Story
The Founder Story
The Hangover is a great movie, but a terrible feeling.
I’ve experienced what so many of us have after a long night out. You wake up tired, unmotivated, and nowhere near your best. You never expect a night with friends to turn into a missed workout, a late assignment, or a less productive day.
Until it does.
Why I Created LiQure
Throughout college, I was passionate about fitness and academics.
So, naturally, I had to figure out how alcohol fit into the equation. 🧐
The answer wasn’t always pretty.
A night out with friends could mean a late morning, a missed workout, or struggling to stay focused the next day. I started wondering: Is there a better way to enjoy a night out without letting it derail the next day?
Of course, the best way to avoid the effects of alcohol is not to drink. But for many adults, having a few drinks is simply part of socializing, celebrating, or unwinding on the weekend.
I wanted to create something for the people who still want to enjoy those moments while being more proactive about how they feel afterward.
Something convenient. Something effective. And, most importantly, something you’d actually want to take.
Mother Knows Best
Fortunately, or maybe unfortunately, my mom had already been looking for an answer of her own.
Even after just a glass or two of cabernet, she wasn’t always feeling her best the next day. She introduced me to dihydromyricetin, or DHM, an extract derived from the Japanese raisin tree that she had discovered while researching ways to feel better after drinking.
I started researching DHM myself and became fascinated by its potential.
Then I asked a simple question:
What would be the best way to take it?
I tried the products that were already out there, but each format had its own problems. Liquids were difficult to enjoy. Powders were messy. Pills weren’t exactly something you wanted to pull out at the bar.
After digging deeper into DHM research, including hours spent translating Korean-language sources, I couldn’t find a gummy that combined DHM with the convenience and experience I was looking for.
So I decided to make one.
After months of R&D, LiQure was born.
We set out to create a delicious, convenient DHM-based gummy that could easily fit into a night out. Something portable enough to keep in your pocket, simple enough to take anywhere, and enjoyable enough to feel more like a snack than a supplement.
Because taking care of tomorrow shouldn’t mean missing out on tonight.
Signature Products
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LiQure
Beauty & Personal Care
Team & Experts
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Daniel Adix is the co-founder of Chicago-based LiQure, a consumer wellness company focused on alcohol recovery. A UW-Madison graduate with a background in marketing, management and technology consulting, Daniel founded LiQure after researching DHM and identifying an opportunity to bring it to consumers in a more convenient gummy format. He has since led the company through product development, formulation, manufacturing, regulatory considerations, retail expansion and consumer marketing. LiQure has grown from direct-to-store sales in Chicago into a national retail business with more than 200 locations. Daniel has also been featured on podcasts discussing alcohol recovery, consumer wellness, product development and building a CPG brand.
Topics Daniel can speak to
-The growing intersection of alcohol and wellness
-How consumers are becoming more proactive about social drinking and recovery
-CPG product development and taking a supplement from concept to retail
-The challenges of formulation, manufacturing and scaling
-Building a consumer brand without a large initial marketing budget
-The emerging alcohol-recovery / recovery supplement category
-Selling wellness products through liquor stores, bars and alcohol-adjacent retail
-The changing relationship younger consumers have with alcohol, wellness and socializing
-Entrepreneurship and building a consumer brand from Chicago
-His experience turning a personal problem into a consumer product and business
Press Coverage
Locations
Chicago
Asset Library
Editorial-ready assets. All images cleared for press use with credit.
Press Contact
L
Primary press contact
LiQure
Press inquiries
- logan@liqure.com
- Replies within 24 hours