About two-thirds of adults within the U.S. drink alcohol, however about one in three are attempting to drink much less. Sunnyside, which introduced it raised $11.5 million in Collection A funding final week, goals to assist individuals reduce on their consuming with out having to stop altogether.

The San Francisco-based startup provides an app for customers. At $99 a 12 months, customers of Sunnyside have entry to drink monitoring, every day reminders of their objectives, customized suggestions, neighborhood assist with different customers of the app and one-on-one peer assist.

“This strategy offers a much-needed various for these trying to change their relationship with alcohol, however who aren’t open to quitting consuming completely,” stated Nick Allen, CEO and co-founder of Sunnyside, in an e-mail.

The Collection A funding spherical was led by Motley Idiot Ventures and included participation from Will Ventures, Uncork Capital, Offline Ventures, Joyance Companions, Knowledge Ventures, Eudemian Ventures, Adjoining, Scribble Ventures, Cooley LLP and MyFitnessPal founder Michael Lee. Sunnyside has raised $14.6 million since inception.

A Motley Idiot Ventures investor selected to put money into Sunnyside due to its give attention to serving to individuals drink moderately and create more healthy habits.

“Sunnyside has a novel alternative into a large new vertical within the wellness business,” stated Kristine Harjes, vice chairman of the agency, in a press release. “By making a non-judgmental strategy the place stability is the aim, the Sunnyside crew expands the addressable viewers to anybody trying to enhance their well being by taking extra management over their consuming habits.”

With the funding in hand, Sunnyside goals to give attention to three key areas: product, model and neighborhood, Allen stated. The corporate lately employed Steve Lloyd, former chief product and know-how officer at health firm Strava. Lloyd will probably be taking over the identical position at Sunnyside and can lead the product and engineering crew in creating a brand new function that may provide challenges for customers, in addition to an AI consuming coach named “Sunny” that may present customized teaching for members.

The cash will even be used to spice up advertising and marketing efforts. Lastly, the startup will make investments extra closely in neighborhood constructing, Allen stated. For instance, its app provides every day journaling prompts that enable members to mirror on their expertise, and customers can work together with each other round these prompts.

“Key to eradicating stigma round proactive alcohol administration is to make this a journey of connection, reasonably than loneliness,” he stated.

The corporate was born out of Allen and co-founder Ian Andersen’s experiences. Allen grew up in a house with two dad and mom recovering from alcoholism, and Andersen misplaced his mom on the age of 11 due to liver failure from alcohol abuse.

Allen beforehand advised MedCity Information that a couple of years in the past, he determined to make a change to his consuming habits, however didn’t need to go the complete abstinence route like his dad and mom did. Nevertheless, he struggled to seek out options that may assist him reasonable his consuming. That led to the founding of Sunnyside.

Different firms within the area embrace SoberBuddy and I Am Sober, however these principally give attention to sobriety reasonably than chopping again on alcohol.

“It’s clear that the choice to stop completely is the precise selection for some drinkers, however there are various thousands and thousands extra who’re turned off by the all-or-nothing strategy,” Allen stated this week. “Sunnyside fills the hole for this inhabitants, increasing the addressable market for individuals who may gain advantage from more healthy habits round alcohol.”

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