At a fun event that featured taiko drummers, sushi and lots of drinks, AVRO Life Co launched its new GABA-based beverage powder line on Tuesday in Austin.
Several hundred people attended the launch party to experience the product designed to enhance cognitive wellness.
The event took place at Texas Saké Co and featured food prepared by Michael Carranza, chef of Tare, a recent Michelin Guide-recognized sushi restaurant in Austin.
AVRO, developed under the inspiration of the Japanese concept of Ikigai, aims to provide what the company calls “Intelligent Hydration” with its scientifically formulated beverage powders. Ikigai is a Japanese concept referring to something that gives a person a sense of purpose, a reason for living. The product utilizes PharmaGABA® and is marketed to boost energy, focus, and calm. PharmaGABA is the brand name of Gamma-aminobutyric acid (GABA) from Pharma Foods International in Kyoto, Japan. It is produced by natural fermentation.
Guests had the opportunity to sample the six flavors of AVRO mocktails and learn about the product from company CEO Keigo Sugawara.
GABA (gamma-aminobutyric acid) is a naturally occurring neurotransmitter that plays a critical role in regulating brain activity and nervous system function. As the primary inhibitory neurotransmitter in the human brain, GABA helps balance neuronal excitability, which can have significant implications for mental wellness, stress management, and cognitive performance.
In scientific research, GABA has been extensively studied for its potential to reduce anxiety and promote relaxation. Unlike stimulant-based cognitive enhancers, GABA works by creating a calming effect in the central nervous system. It helps decrease neural excitement, which can lead to reduced stress, improved mood, and better emotional regulation. Some studies suggest that GABA supplementation may help individuals manage symptoms of anxiety and potentially improve sleep quality by promoting a more relaxed mental state.
Cognitive benefits associated with GABA include enhanced focus and potential improvements in mental clarity. By helping to modulate brain activity, GABA can potentially support concentration and reduce the mental “noise” that often accompanies high-stress environments. Neurological research indicates that GABA may play a role in protecting against cognitive decline and supporting overall brain health. However, it’s important to note that while promising, research is ongoing, and more comprehensive studies are needed to fully understand the extent of GABA’s cognitive benefits.
The form of GABA used in products like AVRO – PharmaGABA® – is a specific, scientifically developed variant that aims to improve bioavailability and absorption. This means the body may more effectively utilize the GABA compound compared to traditional supplementation methods.
AVRO officials are working to make its powered beverage products available in Austin area stores.