FRI 6TH DEC 2019


Bringing the family business community together


Business Address: AlcoSense Laboratories, Part of Now Group UK Ltd. Unit 3 , Maidenhead Enterprise Centre, Cordwallis Street, Maidenhead, SL6 7BE. UK

Country: England,

About AlcoSense

Back in 2005 Hunter Abbott, managing director of AlcoSense, had a wake up call. “I was at a friend’s wedding and James and I had been drinking together at the reception, we were definitely merry but I wouldn’t say we were drunk. The following morning we left the hotel at about noon, James went his way and I went mine. I got home safe and sound but later that evening James called. He’d been stopped by the Police for speeding, got breathalysed and failed. All of a sudden I realised that James and I had been matching our drinks, I too was probably over the limit when I was driving home from the wedding, completely unaware that I was. James lost his licence for 12 months, and then shortly after he lost his job as a result. The problem was that there was no way of telling when the alcohol had cleared your system, and because everyone’s different you can’t even calculate it.”

After 2 years of research and development AlcoSense was launched in September 2007. Since then AlcoSense has stopped over 50% of it’s customers from unintentionally drink driving the morning after, saving countless lives in the process.

The Company behind AlcoSense

AlcoSense is a trademark of Now Group UK Ltd, owned and operated by Hunter Abbott.

Based in Maidenhead in Berkshire Now Group UK Ltd was formed in 1999, originally as Hunter Abbott Racing Ltd, when Hunter was the tender age of 18. Hunter had a promising career as a racing driver, having represented Great Britain in the European Karting Championships where he had run as high as second. Not coming from a wealthy background Hunter needed to raise sponsorship to make the move to car racing. From 1999 to 2003 Hunter spent every penny racing single seaters and sportscars around the world, he had the time of his life but was absolutely penniless.

A sponsorship deal with a Sat Nav company in 2004 gave Hunter a unique opportunity. “I saw the products and believed they had a future, I asked the company if I could have a go selling them and they said yes. They gave me a box and said if you can’t move them send them back in 30 days. I used all my money at the time, £3,000, to set up Nav Now and in under 12 months we had broken the £1 million turnover mark and rode the Sat Nav wave”, Nav Now grew to be one of the largest independent dealers of Sat Nav in the country.


Now Group UK Ltd diversified to include, which is now a leading mail order supplier of mid to high-end home cinema equipment, and in 2007 also launched AlcoSense.

Now Group UK Ltd have won several business awards including 2007 Marketing Innovation of the Year Award from the Charted Institute of Marketing, Business Live 2008 Award from the Thames Valley Chamber of Commerce, and the Highly Commended Award in the National Business Awards. Hunter Abbott also won the RBWM Young Entrepreneur of the Year Award in 2005.

Hunter Abbott racing cars

Motorsport Now, part of Now Group UK Ltd now looks after all of Hunter’s motor racing exploits, with clients that include Domestic & General Plc, Lycos Europe, Ryan Air, Onkyo Europe, Bosch and Blau.

Hunter has never stopped racing and in the past four years took the record for winning the most races in a single season of Radical sport scars, won the SCSA Rookie Championship, was awarded the coveted Roush Driver of the Year Award in the same year, came 2nd in the 2006 Grand Prix du Pau driving in a Porsche 996 GT3, was SCSA Vice-Champion in 2007 and British GT Vice-Champion in 2008.

Hunter and his sponsors made international news in 2008 for escaping with only minor burns from what has been dubbed the worst accident in British motor racing for 15 years.

In an interview with the BBC in June 2008 Hunter said, “You win all these races and people know you best for a crash, typical.”