PrePear, the pre-alcohol pear juice, has secured listings in Selfridges, Harrods and Fortnum & Mason.

Created to be consumed before drinking alcohol, the brand said the juice helps the body break down alcohol more quickly, allegedly reducing the severity of hangovers.

According to the manufacturer, Korean pear juice acts on two enzymes responsible for metabolising alcohol: alcohol dehydrogenase (ADH) and aldehyde dehydrogenase (ALDH).

PrePear said that research from Australia’s Commonwealth Scientific and Industrial Research Organisation found that this increased rate of alcohol metabolism was associated with a 16–21% reduction in hangover intensity, including headaches, nausea and sensitivity.

Founded in October 2023, the company said the three listings represent rapid growth for the brand, bringing its national retail footprint to more than 500 stores.

Part of the wider functional drinks market, PrePear sits within a growing category of pre-drinking beverages alongside brands such as Nashi and Seoul Tonic.

On the listings, Priya Pankhania, founder of PrePear, said: “Securing listings with Selfridges, Harrods and Fortnum & Mason is a strong signal of where this category is heading.

“Buyers are looking for credible, ingredient-led, innovative options that fit into their social occasions. PrePear brings a culturally rooted practice to modern UK life, and these partnerships let me introduce it to a wider audience in a premium retail environment.

“At a time when being productive rivals your night out, preparing your body is more important than ever if you want to enjoy a balanced lifestyle. Our biggest awareness builder has been word of mouth and it’s been incredibly exciting to see how receptive the consumer base is.”