Alcobra Ltd. didn’t set out to address attention deficit hyperactivity disorder (ADHD), an indication with a number of approved drugs – including Ritalin (methylphenidate, Novartis AG), Concerta (a different formulation of methylphenidate, Johnson & Johnson) and Adderall XR (d-amphetamine, Shire plc) – as well as spectacular failures. Instead, the company was formed in 2008 by several Israeli entrepreneurs to pursue a drug that would induce rapid sobriety for social drinkers by quickly reducing blood alcohol levels – thus, the mashup of “alcohol” and “sobriety” in its name.