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06.2011

Massachusetts Beverage Business

archivedAtPressTime

A BEER AND A FILLING

For some people, the prospect of going to the dentist is a terrifying one. So bad can the fear be that many take valium or other sedatives prior to having work done. But what if you could have a nice relaxing glass of wine or a beer at the dentist’s office? One Texas doctor is trying to change the dreaded dental stereotype one drink at a time. Tired of constantly hearing how much people dislike going to the dentist, Dr. Clint Herzog created Floss Dental. When patients arrive, they’re offered a beer or wine to take the edge off. Then, as they get their teeth cleaned, they’re able to watch their favorite TV program. Finally, first time guests are offered a teeth whitening, free of charge. “We give free whitening to all of our patients because that’s like the adult lollipop,” Herzog said. So successful has the venture been that Floss now has several locations across North Texas, and has opened some in Houston and Austin. Now if there was only something like this in the Baystate.

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