Two Indiana University students used science to create 9AM Club, a drink that promotes alcohol without the usual negative side effects.
Luke Naas, a 2025 graduate from the Kelley School of Business, and Lucas Lemme, a senior majoring in neuroscience, co-founded 9AM Club in August 2024. The two were members of the Sigma Alpha Epsilon fraternity and its Little 500 cycling team.
The idea for the brand came from a “hangover-proof formula” Naas created, where he would add either Liquid IV or protein powder to his first and last alcoholic beverage of the night to help him recover the next morning.
While trying to balance schoolwork, social lives and Little 500 training, the two sought a solution to enjoy a night out without sacrificing their health the next morning.
As a neuroscience major, Lemme looked into case studies and other research to understand the science behind hangovers.
Although they can’t claim the drink “cures hangovers” under federal regulations, the brand’s goal is to target dehydration and chemicals that contribute to hangovers. The brand uses natural fruit juices, which can help the body metabolize alcohol faster. Because of this, people are left with fewer toxic products in their bodies by the time they wake up. The drink also contains its own electrolyte blend to hydrate the body and retain water throughout the night.
Currently, 9AM Club sells a vodka-based cocktail that contains 8% alcohol by volume, has no added sugar or carbonation and is gluten free. The brand sells canned drinks and a three-liter bag in a box. Naas and Lemme also say they are working on creating a “light version,” which would contain only 4% alcohol by volume with 99 calories, and it is in the early stages of production.
The brand hit stores, including Big Red Liquors and 21st Amendment Wine & Spirits in June 2025. Since being in stores, the brand has sold nearly $50,000 worth of product.
Naas and Lemme said taking a step into the alcohol industry was extremely difficult, but the support from IU and its alumni was a big help in getting the brand started. Naas said he first pitched the idea to Dennis Spahr, a marketing professor at the Kelley School of Business.
“He got us our first meeting with a Kelley alum that was an entrepreneur, and that started a domino effect to get us to our first formulator,” Naas said.
Naas and Lemme also found resources at IU’s “Make, Innovate, Learn Lab,” where they received legal help from Mark Need, a professor at the Maurer School of Law, and Chad Main, an attorney and lab mentor.
Parker Busick and Julie Heath, IU Innovates mentors, helped the two get introduced to the world of entrepreneurship.
“Innovates was where we really began building our network and learning from other students in the space,” Naas said. “It allowed us to grow alongside like-minded individuals and gave us a launch pad to take the steps that brought us to where we are today.”
Heath introduced the two students to Jeff Wuslich and Adam Quirck at Cardinal Spirits, which did 9AM’s first production run of its “Bag in a Box.”
Since the brand hit stores, students at IU have been giving the drink a try.
“The drink has a super smooth flavor, and you can definitely taste that there are no artificial sweeteners,” IU senior Stuart Reimers said in an email. “There's not a fake sweetness taste, but instead something organic. A great percentage of alcohol without forking up the benefits of taste. When on ice, it’s an amazing drink.”
IU senior Tristan Mansell also enjoyed the drink.
“From my experience, they're a breath of fresh air because of how unique they are,” Mansell said. “They taste amazing, I love how they aren't carbonated, so I didn't have to worry about that bloated gut feeling from normal seltzers. The overall experience was great, and I felt amazing the morning after.”
IU senior Corbyn Decker said she liked the message of the brand.
“I think the message behind the brand is cool,” Decker said. “I haven’t seen another alcoholic drink that promotes a better tomorrow, which I think helps the brand stand out. I also think it is really cool that college kids started the brand and that a lot of 21+ kids at IU know the brand.”
Naas and Lemme want their brand to be an inspiration for other young entrepreneurs to also chase after their dreams.
"If you want something, go out and get it — don’t let anyone tell you that you can’t, and don’t let anyone say it’s not possible,” Lemme said. “If you put in the time and effort, a lot of doors will open, and things that once seemed impossible can happen down the road. So, my advice is, if you want it, go after it. And that ties back to the 9AM idea — if you want to get up the next day, drink some 9AM and get after it.”
