Interesting.
The effects he is trying to recreate with his drug are the ones I wouldn’t personally prefer to avoid. I would be happy to pay a premium for a red wine that tastes like red wine but does not have the booze. So far, no alcohol-free “wine” has won me over (and I tried a few). Boozeless beer, OTOH, can be quite decent, but I am not a fan of beer in general.