Hi °C | Lo °C CASELOADS of cult hangover cure NOHO are being stocked up by Irish people in the run-up to the festive season.
The beverage claims to cut out the horrible after-effects of over-indulging at Christmas.
The e5 double dose drink has proven massively popular in the US and is the top-selling hangover prevention there.
And now Irish people have access to the so-called miracle drink - which is available in South Anne Street in Dublin and online.
The product aims to prevent hangovers and advises consumers to take one dose before the first alcoholic drink and a second one after the last drink for maximum effect.
The 2oz concoction, with just five calories, contains essential vitamins and nutrients which the body uses to break down and process alcohol.
"The general symptoms of a hangover are predominantly driven by dehydration," businessman Conor Barry explained.
"So the best way is to load yourself up with a boost, which contains vitamin A, zinc and ginger root, and then just before you go to bed take a second bottle because at that stage you are lying horizontal. That's when the rehydration occurs."
Irish businessmen Conor Barry and John Curtin have bought distribution rights for the product in Ireland and the UK.
The pair have set up a pop-up shop at 29 South Anne Street and news of the product has gone viral among Irish consumers.
Conor told the Herald: "Within two days we had sold €4,000 to €5,000 - this was to all over Ireland as well as Queensland, Italy, Amsterdam."
Preliminary research carried out by the Irish distribution company of 160 adults found that 85pc reported having 'little or no hangover' the next day.
clairemurphy@herald.ie
