Our deepest sympathies to the Kwasniewski and Hard Rock families.

Cheerz Challenge: Las Vegas is a new reality television show recently filmed at the legendary Hard Rock Resort and Casino. Hosted by Stuart Brazell, a the show follows a cast of eight young adults who had never previously tried IntelliSHOT, as they enjoyed a night of “smarter partying” in the Hangover Capital of the World.

Six out of eight cast members took the shots, including Yoi Tanabe, a model for NBC’s Deal or No Deal, who suffers from Asian flush and was eager to see if IntelliSHOT would prevent the unsightly redness she gets in her face and neck after taking just a sip of alcohol. Two skeptics chose to party without IntelliSHOT.

After a brief meet and greet in the luxurious HRH suite featuring a Q&A with physicians, it was off to Center Bar, Ago restaurant, and Wasted Space nightclub for ‘remorseless’ cocktails. The cast were given Flip cameras and also had access to a ‘confessional’ suite to record their thoughts and comments. The cameras were at their door bright and early the next morning to capture the results of a night partying with — or without — the help of IntelliSHOT.

The Cheerz Challenge: Las Vegas is coming soon to national television.

Doctors Explain Why Prevention Beats ‘Cure’

From Las Vegas to the Playboy Mansion, new doctor recommended Cheerz® IntelliShot™ naturally counteracts alcohol toxicity, zaps hangovers before they start.

A splash of a new 1.5 ounce, lemon lime flavored functional beverage in your cocktail promises to make the morning after as smooth as your drink the night before, by helping to naturally filter out the most toxic element in alcohol.

Cheerz® IntelliShot™ combats post-cocktail lethargy, headache, nausea, and muscle pain before they start by helping the body to naturally process acetaldehyde, a highly toxic poison produced as the liver breaks down alcohol that is believed to be 30 times more toxic than alcohol itself, according to a study by Dr. Victor Preedy of King’s College in London, England.

Dubbed ‘the hangover gene‘ by a recent Japanese study, acetaldehyde is also the cause of flushing, which refers to the redness that Asians and other sensitive people experience while drinking. It attaches itself to amino groups in proteins to form adducts that cause irreversible DNA and chromosomal damage to virtually every internal organ: liver, heart, kidneys, muscle, uterus, and digestive system, according to alcohol researcher Onni Niemala of the University of Tempere in Finland.

The 1.5-ounce, lemon lime shot can be taken straight or as a functional mixer with popular cocktails including martinis, margaritas and mojitos. Cheerz USA CEO Patrick Cochrane says the product works biologically with alcohol metabolism to help slow and reduce the initial conversion of alcohol into acetaldehyde, speed up its conversion into harmless acetic acid, and scavenge unmetabolized acetaldehyde. "A single IntelliShot™ is effective for up to four standard cocktails with an average cost per bottle of $3," says Cochrane. "That’s a dollar a drink to ensure a clear head after the party’s over."

With a growing fan base on the Web and the nightlife scene from Las Vegas to the Playboy Mansion, IntelliShot™ is also capturing the endorsement of medical doctors. "As a supplement, the Cheerz product has significant beneficial biological effects in assisting the liver in the metabolism of alcohol," says Dr. Dirk P. Slaker, M.D., a hepatologist from St. John’s Mercy Medical Center in St. Louis. "It is remarkably effective in reducing the symptomatic effects of alcohol toxicity with responsible social use."

"The Cheerz product appeals to me as it specifically targets acetaldehyde metabolism," says Dr. John Paul Shen, a resident physician at UCSD Department of Internal Medicine in San Diego, California. "There is growing evidence that acetaldehyde is a main cause of hangover symptoms and also Asian flush. In this respect it is completely different from other purported anti-hangover products, many of which are simply activated charcoal or repackaged vitamins. By helping to remove this toxic chemical from the body, Cheerz can alleviate hangover and flushing symptoms."

Safe and approved by the FDA as a nutritional supplement, what distinguishes IntelliShot from other over-the-counter hangover cures is its primary ingredient, succinic acid, a key dicarboxylic acid in the Krebs cycle. Originally extracted from the fossilized resin of 40 million year old Baltic pine trees, succinic acid has been renowned as a natural protectant against ionizing radiation, infections, alcohol, and other toxins in Europe for centuries. Professors E.I. Maevsky and Maria Kondrashova of the Institute of Theoretical and Experimental Biophysics of the Russian Academy of Sciences found that succinic acid reduced the incidence of spontaneously occurring tumors and extended the lifespan of laboratory animals injected with toxins including alcohol.

Consider that a standard drink contains about one-half ounce of pure alcohol. The average liver can only process about a quarter of an ounce of alcohol an hour. It takes about 6 hours to eliminate all the alcohol in 3 glasses of wine. That’s 6 hours of continuous exposure to acetaldehyde, possibly longer. Unmetabolized acetaldehyde overloads the liver and floods the body via the blood stream, causing hangover symptoms, and worse. Scores of studies have linked acetaldehyde to liver disease, breast cancer, Alzheimer’s, and even alcohol dependency.

As little as two drinks a day can dehydrate the skin enough to make your skin eventually wrinkle like a baked apple and your veins go spidey, according to Dr. Janet Maccaro, Ph.D. Acetaldehyde attacks the collagen and elastin that holds skin together, reducing elasticity and firmness. It robs the body of vitamin C, a crucial nutrient for healthy skin, and dilates blood vessels, leading to broken veins (telangiectasia). Drinking before bedtime is even worse. The horizontal position of the body during sleep makes it easier for intoxicated capillaries to leak into soft tissue, resulting in skin stretching, facial puffiness, and faster wrinkle formation.

The product also includes the powerful superantioxidants N-acetyl cysteine to increase the oxidation cycle of alcohol, reducing acetaldehyde levels in the blood, liver and brain; and Milk Thistle Extract (silymarin), a protectant against toxins and substances harmful to the liver and other cells in the body and brain.

Acetaldehyde also increases the risk of osteoporosis, because it interferes with the body’s ability to absorb calcium. This gets worse with age, especially for women, who tend to store more fat after 40, when the body takes longer to process alcohol.

According to a 2001 Harris Interactive survey of 900 people aged 21 and older, approximately 55 percent of respondents said they consume alcohol beverages at least once a week, and that the average American gets a hangover after three drinks from the previous night.

Hangovers take the heaviest toll on social drinkers. A study published in the March 2006 Oxford Medical Journal found that 90 percent of patients with alcoholic liver disease were in a stable relationship, and drank socially with family, friends, and work colleagues. This supports earlier findings by Dr. Alex Wodak, Director of the Alcohol and Drug Service at St Vincent’s Hospital in Sydney, Australia, who found that 63 percent of their liver disease group had either very mild or no evidence of alcohol dependence.

The product does not affect inebriation, absorb alcohol or lower blood alcohol content. "You don’t feel like pouring whiskey over your cereal the next day just because there’s no hangover, you just don’t feel like hell," Cochrane says. "If you abuse alcohol with Cheerz you’ll only wake up with the clearest head in the drunk tank."

A study published in the June 2004 issue of Molecular Psychiatry found that, "Acetaldehyde, the first product of ethanol metabolism, is a 1,000-fold more potent reinforcer than alcohol. There is substantial evidence that acetaldehyde contributes to the reinforcing effects of alcohol and is therefore involved in alcohol consumption and abuse."

The company expects IntelliShot™ to replace existing sugar-laden cocktail mixers with its functional, more healthy alternative, and soon plans to introduce a complete line of flavored mixers. Cheerz IntelliShot™ is available online at www.CheerzHangover.com

Hugh Hefner and his girls Kristina and Karissa Shannon discover the greatest innovation since fermentation. Knock ‘er back Hef, it’ll put lead in your pencil!

IntelliShot was the life of the party (okay, the morning AFTER life of the party), at ‘Blotto in the Grotto’ Halloween at the Playboy Mansion. Cheerz Girlz (Bunniez?) Angelina, Barbie and Elena served up straight iShots and specialty Hangover Free Patron Cheerzaritas to guests as they mingled, posed and skinny dipped in the infamous grotto (see video above).

According to a 2006 Reason Foundation study published in the Journal of Labor Research, men who visit a bar at least once a month to drink socially bring home 7 percent more pay than abstainers, and women drinkers earn 14 percent more than non-drinkers.

“Social drinking builds social capital,” according to Edward Stringham, a professor at San Jose State University. “Social drinkers are out networking, building relationships, and adding contacts to their BlackBerries that result in bigger paychecks,” he says. “Instead of fear-mongering we should step back and acknowledge the proven health and economic benefits that come with the responsible use of alcohol.”