As the season gets into gear, he'll be hoping that people will be trying to ward off dreaded hangovers by using his Lifeline product . . . a concoction of vitamins and fine carbon developed to help reduce the symptoms of an overindulgent evening.

To many it probably sounds as if Haig, who worked as an occupational psychologist for companies such as Permanent TSB, is peddling snake oil. Some may sniff at the product . . .even his father thinks he's crazy giving up a full-time job . . . but Haig expects to be turning over 10m within three years.

It will be a challenge. This year he said the company will post revenues of roughly 850,000. Next year he's aiming for 1.5m.

Entry into new markets will, he said, propel sales.

At the moment, Haig said the company is making a "small profit".

He's already signed a deal with off-licence chain Bargain Booze in the UK, which will supply the tablets. Haig is targeting the Manchester area initially, and will then roll out across the UK.

Lifeline will be sold in countries such as Iceland from next month and is also on sale in Norway and Sweden.

Haig added that securing distribution deals has been one of the biggest issues facing him and his expansion plans.

"I always had an ambition to work for myself, " he said, admitting that the ultimate goal is to build the firm so it can be sold on.